Course Name

Marketing Management

Type of Course

Core

Course Code

MBM21C11

Course Summary & Justification

This course enables the students to:

A.     Get introduced to the nature and significance of the Marketing Function and the Marketing management process.

B.     Develop an understanding of the STP Process

C.    Outline the key aspects of the Buying Behaviour of consumers

D.    Explain the factors affecting various product and pricing decisions.

E.     Explain the factors affecting various channel management and Marketing communication decisions.

Semester

2

Credits

3

Total Student Learning Time (SLT)

Learning Approach

Lecture

Tutori al

Practi cal

Other s

Total Learning Hours

Authentic learning Collaborative learning Case based learning

45

5

-

10

60

Pre-requisite

NIL

As per the requirement of the course

Others- Library, field work, seminar and assignment preparations, test, journal, discussion etc.

CO

No.

Expected Course Outcome

Upon completion of this course, students will be able to;

Learning Domains

PSO No.

1

Analyse the environment and recommend appropriate Segmentation, Targeting and Positioning Strategy for a

product, to achieve the business goals.

An

2

2

Analyse and explain the buying behaviour of a given target market segment.

An

2

3

Recommend suitable product, pricing, distribution and

Marketing Communication strategies for a brand to achieve the Marketing objective in a global context

C

12

4

Analyse the position of Indian business in global environment in the marketing context

An

13

*Remember (R), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S), Interest (I) and Appreciation (Ap)

Hrs

CO.No.

Unit 1 : Introduction

8 Hrs

1.1

Meaning and Scope of Marketing; Marketing Philosophies and corporate orientation towards market place

2

1, 2

1.2

Marketing Management Process an Overview; Concept of Marketing Mix, global marketing mix

2

1,2,3

1.3

Understanding Marketing Environment

1

2,3

1.4

Marketing information system and Fundamentals of Marketing Research.

2

1

1.5

Marketing in the 21^st century – challenges and opportunities

1

3

Unit 2 : Market Analysis

12 Hrs

2.1

Consumer Markets, Factors affecting consumer behaviour & consumer decision making process

2

2

2.2

Business Markets, Factors affecting consumer behaviour & consumer decision making process,

2

2

2.3

Steps involved in Market oriented strategic planning, Preparation of a marketing plan.

2

2

2.4

Purpose of Segmentation, Basis of segmenting Consumer and Business Markets.

2

2

2.5

Market Targeting and Product Positioning, Choosing and creating points of parity and Points of difference.

2

2,3,4

2.6

Planning for global marketing, emergence of India in the global market

2

2,3,4

Unit 3 : Product and Price Mix

12 Hrs

3.1

Classification of products, product levels

2

1,2

3.2

Analysis of product line & product mix

2

2,3

3.3

Concept of Product Life Cycle and Strategies to be adopted at each stage of the product life cycle.

2

4

3.4

New Product Development and the steps involved in NPD.

2

3,4

3.5

Steps involved in setting a Price, Various pricing methods.

2

3,4

3.6

Global marketing strategies – product and pricing

2

3

Unit 4 : Promotion and Distribution

8 Hrs

4.1

Meaning and Role of IMC, designing effective communication programme

1

3, 4

4.2

Meaning and role of the elements of communication mix (Advertising, Sales Promotion, Direct marketing, Personal Selling &

Public Relations)

2

3, 4

4.3

Distribution channel decisions: Types and functions of intermediaries

1

3, 4

4.4

Selection and management of intermediaries; Wholesaling, retailing, Clearing & Forwarding agencies.

2

3, 4

4.5

Logistics decisions: Introduction to Inventory management,

warehousing, transportation and insurance.

2

3, 4

Unit 5 : Emerging trends and issues in marketing

05 Hrs

5.1

Controlling the marketing effort & Marketing Audit

1

3, 4

5.2

Emerging trends and issues in marketing: Consumerism, Social

marketing; direct and online marketing; digital marketing, Green Marketing

2

3, 4

5.3

Introduction to Marketing analytics

2

3, 4