Teaching plan

Faculty Subject Sem Sec AY R.Baskar Marketing Management II A 2014-15

Unit I

Topic Introduction to Marketing : IntroductionNeeds, Wants, Demands Products, Exchange, Transactions, Market,Marketing Production Concept, Product Concept, Sa es Concept, Marketing Concept, Societa Marketing Concept Indian Marketing En"ironment# Marketing Inte igence s$stem marketing decision s$stem Case study

No. Of hours 2 2 1 ! 1 1 2 2 1 ! 2 2 2 2 1 1 2 2 2 2 2 2 2 1 1

II

Market Segmentation and Targeting% % Identi&ication o& Market Segments ' Consumer and Institutiona (corporate C iente e Segmenting Consumer Markets, Segmentation )asis, Se ecting Target Markets Segmentation and Targeting as a )asis &or Strateg$ *ormu ation, De"e oping and Communicating a Positioning Strateg$# Case study

III

Pricing Strateg$% +,-ecti"es o& Pricing, Methods o& Pricing Se ecting the &ina price, .dopting price initiating the price cuts Imitating price increases, /esponding to Competitor0s price changes# Case study

IV

Marketing Communication%: the communication process Communication mix Managing ad"ertising sa es promotion, Pu, ic re ations and Direct Marketing Sa es &orce +,-ecti"es, Sa es &orce structure and si1e, Sa es &orce Compensation# Case study

Marketing +rgani1ation and Contro : E"o ution o& Marketing Department +rgani1ing the Marketing Department, Marketing Imp ementation, Contro o& Marketing Per&ormance

.nnua P an Contro , Pro&ita,i it$ Contro , E&&icienc$ Contro , Strategic Contro Case study

1 2 2

Additional to ics Total number of classes

2 53

References 1. 3am,, 4air, Sharma% 5MKTG6 Cengage 3earning , Ne7 De hi, 281! 2. Phi ip 9ot er% 5Marketing Management 5, Pearson Pu, ishers, Ne7 De hi, 281!# 3. /a-an Sexena% 5Marketing Management6, Tata Mc:ra7 4i , Ne7 De hi, 2812# 4. /#Srini"asan% 5Case Studies in Marketing6, P4I 3earning, Ne7 De hi, 2812 5. Tapan 9 Pand% 5Marketing Management6, Exce )ooks, Ne7 De hi, 2812 6. Pau )aines, Chris *i , 9e $ Page .dapted ,$ Sinha 9% 5 Marketing6, +x&ord ;ni"ersit$ Press, Chenni, 281!# 7. .run 9umar, Meenakshi N% 5Marketing Management6, <ikas Pu, ishing 4ouse, Ne7 De hi, 2812# . Sontakki C#N#% 5Marketing Management6# 9a $ani Pu, ishers, Ne7 De hi, 2812## !. 9enneth E, C o7, Dona d )aack% 5Cases in Marketing6, S.:E ,Ne7 De hi, 2812# 1". Di ip M, Sar7ate% 5#ndian Cases in Marketing Management6, E"erest Pu, ishing 4ouse, Ne7 De hi,