MARKETING MANAGEMENT – I

Course Code: UMB 304 Credit Units: 04

Course Objective:
The main objective of this course is to give students an elementary knowledge of the fundamentals in the
field of marketing. The focus will be both on developing and helping them imbibe basic marketing
principles and establishing an appreciation of contemporary realities. However, in order to do justice to the
varying diversity of a real market place, the course shall be taught over two semesters- semester III and IV.
In semester III, emphasis will be on the core concepts in marketing, thereby giving the students an
understanding of the environment in which marketing works.
In semester IV, the students will be introduced to the greater and finer details of how marketing works.

Course Contents:
Module I: Introduction to Marketing
Meaning of marketing, Core concepts of marketing, Evolution and its role in the changing business
environment, Various marketing management philosophies, viz., the production concept, the product
concept, selling concept and the marketing concept, The newer definitions of marketing- societal marketing
and relationship marketing.

Module II: Relationship between Marketing and Strategic Planning

Introduction to Strategic Planning with marketing perspective, Marketing process and Marketing Plan.

Module III: Analyzing marketing opportunities

Internal and External Marketing Environment Analysis, Introduction to Marketing Information System and
Marketing Research.

Module IV: Studying Consumer Behaviour

Buying Behaviour for Consumer Markets and Industrial Markets, Types of Buying Situations, Buying
Decision Process and Factors Affecting Buyer Behaviour, Consumer Adoption Process.

Module V: Segmentation, Targeting and Positioning

Concept of Market Segmentation, Bases for segmenting Consumer and Business markets, Approaches for
Targeting, Differentiation and Positioning.

Examination Scheme:

Components CT HA C V A EE
Weightage (%) 10 5 5 5 5 70

Text & References:

Text:
• Marketing Management, Philip Kotler, Eleventh Edition

References:
• Principles of Marketing, Philip Kotler and Gray Armstrong
• Marketing Management, Michael R. Czinkota and Masaaki Kotabe
• Marketing, Charles W. Lamb, Joseph F. Hair, and Carl McDaniel
• Fundamentals of Marketing, Stanton, Ezel, etc