Term-2
DM201: MARKETING MANAGEMENT - I
Introduction:
The entire course will acquaint the students with various aspects of marketing principles and
practices, various marketing tools, basic concepts and practices being employed in the market.
Course objective:
The basic objective of this course is to familiarize the students with the concepts and tools of
marketing as applicable to decision making in contemporary marketing environment. The course
is intended to give the students an insight into the competitive environment of marketing. The
course focuses on the basic understanding of the marketing functions, its role in building
customer satisfaction, quality, service and customer orientation values.
No. of Lecture Hrs/week: 4 Total no. of Lecture Hrs: 30
Exam Marks: 100
Evaluation System:
Evaluation Marks
Parameters
Class Participation 10
Assignment 10
Quiz 10
Presentation 10
Mid-Term
Examination (1 Hr.
20
30 Minutes) (after 15
instructional Hrs.)
End-Term (3 Hrs.) 40
Total 100
Syllabus:
Nature & scope of Marketing, Marketing Management –An Overview, Definitions & Marketing
Applications; Selling Vs. Marketing, Orientations to the Market Place -Concepts & Philosophies;
Marketing in 21st Century –recent marketing practices being employed in markets; The
Marketing environment; Introduction & need to study & analyze the marketing environment;
Internal Environment & external environment of firm. Micro & Macro Environmental Forces;
Why segment the Market? Need & its importance; Market Segmentation; Methods & Bases for
segmentation; Market Targeting; Steps in Target Marketing; Target marketing Applications &
Case Study; Four P's of Marketing; Interaction between Marketing Mix and environmental
variables; Factors affecting marketing mix, environmental variables; Branding – Introduction &
Definitions; Why & what of Branding; Selecting the Brand name- How of Branding; Branding
Strategies & Decisions; Brand Equity; Positioning – Introduction & Definitions; Positioning &
its Bases;
Re-positioning; Packaging- Introduction & Definitions; Functions of Packaging; Packaging
Strategies; Complete Overview of the Subject.
Course Outline
Readings/ Page No.
Session Topic
Exercises/ Cases
Nature & scope of Marketing, Marketing Management –An 3-18
1-2 Kotler Keller
Overview, Definitions & Marketing Applications
Selling Vs. Marketing, Orientations to the Market Place Kotler Keller 19-30
3-4
-Concepts & Philosophies ASSIGNMENT 1
Marketing in 21st Century –recent marketing practices being Etzel, Walker, 620-641
5-7
employed in markets Pandit
Four P's of Marketing; Interaction between Marketing Mix Kotler Keller 206-482
8-9 and environmental variables; Factors affecting marketing
mix, environmental variables ASSIGNMENT 2
10 Quiz on previous Lectures Kotler Keller
Why segment the Market? Need & its importance; Market Kotler Keller 207-226
11-12
Segmentation; Methods & Bases for segmentation
Kotler Keller
13-14 Presentation-1
15 Revision Session
MID TERM
Market Targeting; Steps in Target Marketing; Target Kotler Keller 227-233
16-17
marketing Applications & Case Study
The Marketing environment; Introduction & need to study Etzel, Walker, 65-83
& analyze the marketing environment; Internal Pandit
18-20
Environment & external environment of firm. Micro &
Macro Environmental Forces;
Branding – Introduction & Definitions; Why & what of Kotler Keller 234-263
21-23 Branding; Selecting the Brand name- How of Branding;
Branding Strategies & Decisions; Brand Equity;
Positioning – Introduction & Definitions; Positioning & its Kotler Keller 267-289
24-25
Bases;Re-positioning;
26-27 Presentation - 2
Packaging- Introduction & Definitions; Functions of Etzel, Walker, 273-274
28
Packaging; Packaging Strategies; Pandit
29 Class Test
30 Course Recap and Wrap-up Kotler Keller
RECOMMENDED TEXT BOOKS:
1. Kotler, Keller, "Marketing Management” PHI Learning Private Limited, New Delhi, 13 th
Edition
Reference Books (If any):
1 William M. Pride & O. C. Ferrell, “Marketing Concepts and Strategies”, Biztantra
Publication, New Delhi.
2 “Marketing: Concepts & Cases”, Etzel, Walker, Pandit, Tata McGraw Hill
3 Namakumari Ramaswamy, "Marketing Management", MC Millan India Ltd, New
Delhi.
4 Kotler & Armstrong, "Principles of Marketing".
5 Stanton William J. "Fundamentals of marketing," MC Graw Hill, New Delhi
10thEd. 1994.
6 Bull, Victor P, "Marketing Management, A Strategic Planning Approach", Mc
Graw Hill, New York.
7 Saxena Rajan, "Marketing Management Tata Mc Graw Hill, New Delhi 2004.
