Paper III: Marketing Management

Paper Code: 
MMG 143
Contact Hours: 
Max. Marks: 

• 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


Marketing: Introduction, Meaning and Definition, Selling vs. Marketing, Nature and Scope of Marketing, Core Marketing Concepts, Marketing Philosophies, Marketing-Mix Strategy, Marketing Environment Analysis, Marketing Research Process. Segmentation and positioning strategy, Levels and Bases of Market Segmentation, Market Targeting, Developing and Communicating Positioning Strategy


Consumer Behaviour Influences : Personal and Psychological factors affecting Consumer Buying Behaviour, Steps in Buying Decision Process, Howard-Sheth Model of Consumer Behaviour


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


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


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

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.


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: