MARKETING MANAGEMENT

Course Code: MMS 102 Credit Units: 03

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 C A CT EE
Weightage (%) 10 5 15 70

Text & References:

Text:
• Philip Kotler 13th Ed, Principles of Marketing, PHI publications

References:
• Rajan Saxena, latest edition, Marketing Management Tata McGrow Hill
• Ramaswamy, latest edition Ed, Marketing Management, Namakumari