Marketing Management

Semester- 1
Course Outline
Introduction Of Marketing Management
 What is Marketing, Marketing
Management.
 Basic concepts of Marketing.
 Various Orientation of Marketing
 Interpreting Marketing Conditions
 Contemporary aspects of Marketing
Course Outline
Environmental Analysis
 What is business environment
 Macro Environment
 Micro Environment
 Global Marketing Environment
 Indian Marketing Environment
 Spotting the Opportunities& threats
Course Outline
Customer Value and Loyalty
 Meaning of value in Marketing
 Models on Customer Value
 Components of Customer Value
 Components of Customer Cost
 Value creation by the firm
Course Outline
4 P’S of Marketing
 Product
 Price
 Place
 Promotion
Course Outline
Consumer Behavior
 What is consumer buying behavior
 Buying Decisions
 Buying Motives
 Decision Making Process
 Concept of Family Life Cycle
Course Outline
Segmentation Targeting & Positioning
 What is segmentation
 Need & basis of segmentation
 Segmentation Process
 Choosing the Target market
 Targeting Strategies
Course Outline
Positioning
 What is positioning
 How to differentiate
 Tasks involved in Positioning
 Positioning Strategies
 Repositioning
Course Outline
PRODUCT
 What is a Product
 levels of product
 Types of Product
 Product mix
 Product line
 Concept of PLC( product life cycle)
Course Outline
PRODUCT
 What is a new product
 Stages of new product development
 What is a brand
 Branding decisions
 Decisions on packaging
Course Outline
Services Marketing
 What are services
 Types of services
 Service Quality Model
 Service Blueprinting
 Service Recovery
Course Outline
Customer Relationship Management
 What is Relationship Marketing
 Strategies for customer loyalty
 CRM Process
 Measuring CRM
 Issues in CRM
Course Outline
EVALUATION PATTERN
 Group assignment 20 Marks
 Class Test 20 Marks
 End term test 60 Marks
Total 100 Marks
Course Outline
 
Reference Books
 Marketing – Kerin, Hartley, Berkowitz, Rudelius: Tata- McGraw Hill
 Marketing Management – A south asian perspective - Kotler, Keller,
Koshy, Jha: Pearson publication
 Marketing and Branding – The Indian scenario – S.Ramesh Kumar :
Pearson publication
 Basic Marketing – Perrault and McCarthy : Tata McGraw Hill
 Foundations of Marketing theory – Shelby D.Hunt : Prentice Hall
 Marketing Mnagement – Rajan saxena: Tata- McGraw Hill
Readings
 
 Positioning – Al Ries and Jack Trout
 Marketing Warfare – Al Ries and Jack Trout
 From Pepsi to Apple – John Scully
 22 immutable laws of marketing - Al Ries and
Jack Trout
Readings
  
 Journals (source- ebsco)
 Journal of Marketing
 Journal of Brand Management
 Journal of Consumer research
 Journal of Marketing Research
Business Reading (News Papers)
 Economic Times
 Financial Express
 Business Express
 Mint
Business Reading (Magazines- International)
 Positive Health Magazine
 Pharmacy times
 Bio pharma international
 Drug tips
 Pharmacy Journal
 Pharmaceutical Representative
Business Reading (Magazines- National)
 Express Pharma
 The Indian journal of pharmaceutical
sciences
 Pharma Guide
 Nature (Coming up)
Business Reading
 Business World
 Outlook Business
 Business Today
 Business Barons
 Business India