MARKETING MANAGEMENT

Course Objective:
The objective of this course is to introduce the basic concepts of marketing and to develop a feel of the marketplace.

Course Contents:
Module I: Understanding Marketing Management The orientations towards market place, Relationship marketing, Social marketing, Strategic Planning. Module II: Market research & environmental scanning Research, Objectives, Primary and Secondary Research, Gathering and Analyzing Data Module III: Understanding Consumer Behaviour The factors influencing consumer behaviour. The stages in the buying process, the buying decision making process, factors effecting the buying decision. The industrial buying process Module IV: Segmentation Segmentation, targeting, positioning. Product life cycles, stages in lifecycle and factors affecting each stage, Managing product life cycles. Module V: Managing Competition Analysing Competition, reaction patterns of various market players, Module VI: Product Management Classification of products, New Product development, stages of product development, Adoption process, Product mix decisions and line management, Length, width and depth of a line, line analysis, and brand management. Module VII: Pricing Strategies Setting the price, adapting the price, initiating and responding the price changes. Module VIII: Designing& managing value networks & marketing channels Channel functions and flows. Channel design decisions. Channel management decisions. Channel dynamics; vertical horizontal and multi channel marketing systems. Conflict, cooperation and competition. Module IX: Managing the Integrated Communication Advertising, sales promotions, public relations, direct marketing. Module X: Marketing implementation Formulating the marketing plan.

Examination Scheme:
Components Weightage (%) C 10 A 5 CT 15 EE 70

Text & References:

Text: Principles of Marketing by Philip Kotler 13 th Ed, PHI publications References: Marketing Management by Rajan Saxena, latest edition, Tata McGrow Hill Marketing Management by Ramaswamy, latest edition Ed, Namakumari