NPTEL Syllabus

Marketing Management - Web course

COURSE OUTLINE
Course Design Rationale

NPTEL
The course provides an overview of marketing and its application in Indian
Context.

The course is structured in such a way that its deals with the core elements of
the marketing and develops the framework of the marketing. http://nptel.iitm.ac.in

The participants of the course will be able to generate the basic understanding
of Marketing and it will provide them the tools for decision making. Management
The area of Marketing research is also added in the course to provide them the
methodological understanding of doing marketing research.

Detailed Course Outline Pre-requisites:

Introduction to Marketing function; genesis, the marketing concept. Contextual awareness of Indian
Business environment.
Marketing Management objectives, its interfaces with other functions in the
organization. Environment of Marketing - Economic Environment, Market:
market segmentation. Consumer-buyer behaviour models. Socio- cultural Coordinators:
environment. Legal Environment.
Dr. Mahim Sagar
Ethical issues in marketing. Department of Management StudiesIIT
Delhi
Marketing Strategy- Marketing planning and Marketing programming.
Dr. Seema Sharma
The concept of marketing mix. Department of Management StudiesIIT
Delhi
Product policy; the concept of product life cycle.

New product decisions. Test marketing-

Brand Management .

Pricing.

Marketing Research: Methodologies and Framework Problem

conceptualization and definition. Research concepts; exploratory, descriptive
and conclusive research.

The marketing decision making process and the place of different types of
research. Types of marketing problems and type of marketing research activity.

Sources of data; use and appraisal of existing information. Hypothesis

formulation. And validation.

An overview of Multivariate analysis and research techniques.

Management of distribution: channels of distribution.

Advertising and production. The concept of Unique Selling Proposition.

Sales forecasting; marketing and sales budgeting; sales management;

management of sales force.

Evaluation of marketing performance; sales analysis; control of marketing

effort; marketing audit.

COURSE DETAIL

Session Topic Duration

 (hrs)

Session 1 Marketing: The need 2

Session 2 Introduction to Marketing Framework 2

Session 3 Marketing Process 2

Session 4 The Marketing Environment 2

Session 5 Creating Environment Threat 2

Opportunity Profile of an Industry

Session 6 Consumer Behavior 2

Session 7 B2B Marketing an introduction 2

Session 8 Segmentation, & Targeting Strategies 2

Session 9 Positioning Strategies 2

Session 10 New-Product Development and Product 2

Life-Cycle Strategies

Session 11 Brand Management 2

Session 12 Marketing Research Strategies Tools 2

and Techniques

Session 13 Supply Management 2

Session 14 Retailing 2

Session 15 Advertising, Sales Promotion, and 2

Public Relations

Session 16 Introduction to Market Research: 1

Definition of Marketing Research,
Classification of Marketing Research
Enquiry

Session 17 Data Measurement and Scale 1

Development, Nominal, Ordinal, Interval
and Ratio scale. Likert Scale. Types of
variables: dependent variables,
independent variables, control
variables
 Session 18 Research Design: Exploratory 2
Research Design, Conclusive Research
Design, Descriptive Research Design
and Causal Research Design.

Session 19 Overview of Data Collection Process 2

Questionnaire design, Sampling
Procedures: Random and Non-random
sampling. Simple Random Sampling,
Systematic Random Sampling,
Stratified sampling Cluster Sampling

Session 20 Experimental Designs: Completely 2

Randomized design, Factorial Design

Session 21 Factor Analysis 1

Session 22 Cluster Analysis 1

Session 23 Discriminant Analysis 1

Session 24 Conjoint Analysis 1

Total 40 hrs

References:

1. Kotler Philip , 2006,"Marketing Management" , 12th Edition Dorling

Kindersley (India) Pvt. Ltd

2. William Perreault Jr. , Mccarthy E. Jerome.,2006, Basic Marketing: A

Global Marketing Approach 15th edition Tata McGraw Hill

3. Czinkota Michael R.,2004,International Marketing , 5th EditionCengage

Learning

4. Saxena, Rajan 2009 .,Marketing Management,4th edition, Publisher: Tata

McGraw Hill

5. Brand Management by Dr. Mahim Sagar, Dr. Deepali Singh. Prof. D.P.
Agrawal, Mr. Achintya Gupta ,2009, Publisher: Ane Books

6. Malhotra N.K., 2006, "Marketing Research: An Applied Orientation", 5th

Edition, Prentice-Hall of India, New Delhi.

7. Nargundkar R., 2008, "Marketing Research: Text and Cases", 3th Edition,
Tata McGraw-Hill Publishing Company Limited, New Delhi, India.

8. Hair J.F., Bush R.P. and Ortinau D.J., 2006, Marketing Research, 3th
Edition, Tata McGraw-Hill Publishing Company Limited, New Delhi, India.

9. Burns Alvin C. and Bush Ronald F., 1998, "Marketing Research", Prentice
Hall International Inc.

10. Green P.E. and Tull D.S., "Research for marketing Decisions" 4th Edition
Prentice Hall of India, New Delhi, India
 11. Beri G.C., "Marketing Research", 2nd Edition Tata McGraw-Hill Publishing
Company Limited, New Delhi, India.

12. Aakar D.A., Kumar V. and Day G.S.,1998, "Marketing Research", 6th
Edition, Jhon Wiley & Sons Inc., New York.

A joint venture by IISc and IITs, funded by MHRD, Govt of India http://nptel.iitm.ac.in