Marketing Management

Paper Code: 
MMG 143
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

• To introduce researchers to the elements of marketing analysis: marketing environment analysis, customer analysis and competitor analysis.
• To familiarize researchers to the generic business strategies and strategic marketing decisions for profitable delivery of superior value to the customers.
• To enhance their problem-solving and decision-making abilities in strategic Specialisations of marketing

12.00
Unit I: 
Marketing Management : An Introduction

Meaning and Definition, Selling vs. Marketing, Nature and Scope of Marketing, Core Marketing Concepts, Marketing Philosophies, Marketing-Mix Strategy, Marketing Environment Analysis, Marketing Management Tasks, Developing Marketing Strategies and Plans, Consumer Behaviour Influences and Buying Decision Process

12.00
Unit II: 
Marketing Segmentation, Targeting and Positioning Strategy

Marketing Research Process, Importance and Application, Levels and Bases of Market Segmentation, Selecting Market Segments and Targeting, Developing and Communicating Positioning Strategy

12.00
Unit III: 
Product Planning, Branding and Pricing Strategies

Product Life-Cycle Marketing Strategies, Product Characteristics and Classifications, Concept of Product-Mix, Product-Line Decisions, Branding, Brand Management, Brand Equity, Packaging and Labelling, New Product Development Process

12.00
Unit IV: 
Managing Integrated Marketing Communications and Distribution Channels

Introduction to Integrated Marketing Communications, Advertising, Sales-Promotion, Public Relations and Personal Selling, Role of Marketing Channels, Channel-Design Decisions, Channel-Management Decisions, Channel Integration and Systems, Channel Conflict and Co-operation

12.00
Unit V: 
Developing Competitive Marketing Strategy and Managing the Marketing Effort

Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Marketing Organisation, Control of Marketing Operations, Objectives, Benefits and Techniques, Customer Relationship Management

Essential Readings: 

1. Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha : Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd. 2007.
2. Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.

References: 

1. Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, 2nd edition, PHI Learning Private Ltd.
2. John Mullins, Orville C. Walker, Harper W. Boyd, Marketing Management-A Strategic Decision-Making Approach, Tata McGraw Hill, 2010
3. Chandra Bose, Modern Marketing: Principles and Practice, PHI Learning Private Ltd., 2010
4. Quinn & Byron, Superior Customer Service: The Prompt approach to Success, PHI Learning Pvt. Ltd.
5. Greg W. Marshall, Mark W. Johnson, Marketing Management, Tata McGraw Hill.
6. Kevin Lane Keller: Strategic Brand Management; Pearson Education.
7. David A.Aaker: Building Strong Brands; The Free Press.
8. S. Ramesh Kumar: Managing Indian Brands, Vikas Publishing House.
9. Rajiv Lal, John A. Quelch, V. Kasturi Rangan, Marketing Management Text and Cases, Tata McGraw-Hill, Special Indian Edition.
10. William D Perreault, E Jeromme Mc Carthy, Basic Marketing, 15/e, A Global Marketing, Tata McGraw Hill, Special Indian Edition.
11. Arun Kumar, N Meenakshi, Marketing Management, Vikas Publishing House Pvt. Ltd., 2006.
12. Rajendra Nargundkar, Tapan K. Panda, Marketing Strategies for emerging markets, Excel Books, 2005.

Academic Year: 
2018-2019
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