DEPARTMENT - INSTITUTE OF MANAGEMENT (MARKETING)

COURSE PACK
for
MARKETING MANAGEMENT - MBA231

MBA231 -  MARKETING MANAGEMENT

Total Teaching Hours For Semester :

30 No of Lecture Hours/Week : 3

Max Marks :
50
:3

Course Description and Course Objectives:

Course description:

This course is designed to offer the fundamental aspects, ideas, concepts and examples of how marketing is understood and practiced to the students of MBA during the first
trimester. The course will focus on establishing a strong understanding of the role played by the customer in the larger idea of business and how a marketer could spearhead
business decisions by providing customer insights to the top management or decision makers. The course will discuss at length the philosophy behind marketing as a business
orientation in comparison with other orientations such as production, product and sales.

In addition to the mentioned aspects, the course will dwell into offering practical understanding of why and how markets are segmented. What are the pre-requisites to be
considered while choosing a target market? And what positioning strategies could be developed to create the required impact in the chosen market.

This course provides conceptual and practicing knowledge of product/brand development; pricing mechanisms and various pricing options available for marketers; develop
effective communication strategies and identify and evaluate distributing options for the designed customer value proposition.

The course is offered using class discussions, micro-projects, case study analysis as pedagogic tools. This course has two components of continuous internal assessments, one
mid-trimester examination and an end-trimester examination.

Course Outcomes

Knowledge
Define marketing and provide his/her own understanding (meaning) of marketing.
Have clarity on the philosophy of marketing and how it affects overall business environment
Know how segmentation, targeting and positioning strategies are formulated and implemented
Appreciate concepts related to marketing and how it aids decision making in business
Develop reasoned perspective on value creation to customers and how it related to value created for the organization.

Skills
Work in teams on micro-projects
Look for customer insights from various data sources presented to them
Make presentations and communicate his/her perspective and ideas clearly and confidently to the audience
Design a comprehensive marketing plan
Evaluate marketing practices followed by companies on its strategic and operational relevance.

Attitude:
· Effectively realize the importance of customer orientation in business decisions
· Place marketing decisions on its significance in the broad context of strategic business decisions in organizations.

Unit-
1
Hours:15

Marketing Mix
Product and Brand Strategy

Product Levels; Classifying products; Product Range, Line, Mix; Product Lifecycles; New Product Development, New Service Development; Stages of Product Development;
Adoption Process; Branding

Pricing to Capture Value

Pricing Environment; Consumer Psychology & Pricing; Pricing Philosophy; Setting Price; Price Adaptations; Initiating Price Changes; Responding to Competitors’ Price
Changes

Developing Effective Distribution, Logistics and Retailing

Marketing channels and Value Networks; The role of Marketing channels; Channel Design Decisions; Channel Management Decisions; Channel Integration and Systems;
Conflict; Cooperation and Competition; E-commerce, Retailing, Private Labels

Promoting Value

Marketing Communications; Communication Theory; Personal Influencers; Marketing Communications Mix; WOM, IMC, Cultural aspects of Marketing Communication;
Advertising, Sales Promotion, Personal Selling, Direct Marketing; Public Relations; Account Management; Mix Selection; Media

Unit-
2
Hours:15

Sustainable Marketing and Ethics

Corporate Social Responsibility & Sustainable Marketing; Ethics and Marketing; Ethical Decision Making Process; Ethics in Distribution Management, Promotion, Offering
Products and Pricing; Universalism/Relativism in Marketing Ethics; Bribery

Cause-related Marketing; Social Marketing.

Essential References:

1. Ramaswamy,V.S. & Namakumari. (2013); Marketing Management. 5th Ed, McGraw Hill, New Delhi
2. Baines, P., Fill, C., Page, K., & Sinha, P. K. (2013); Marketing. Asian edition, Oxford University Press, New Delhi

Recommended References:

1. Kotler, P., Keller, K. L., Koshy, A. & Jha, M. (2009); Marketing Management – A South Asian Perspective. 13th Ed, Pearson, New Delhi

Additional Information

Skill Development

1. Case studies, group discussions, exercises, games, role-plays & psychological instruments will be adopted.
2. Term paper, small group interaction, group tasks and presentations will be made compulsory.
3. Self directed group learning and presentations/assignments on various contemporary developments in the corporate world and a study of important websites on ob.

 *indicates self learning modules which will be evaluated through seminars, presentations based on research/ written assignments 

Evaluation Pattern

Evaluation Pattern

Evaluation will be continuous and conducted under three categories,

a) Assignments.

b)MCQ

c) End Term Examinations.

CIA-1

Assignment 10 marks Weightage 10%

CIA-II
Assignment 15 Marks Weightage 25%

MCQ Test 10 Marks Weightage 25%

CIA-III

Assignment 30 Marks Weightage 30%

Attendance 5 Marks Weightage 100%

End-term Question Paper Format: Marks 50– Time - 2 hours Weightage 30%

Section A - 10 marks 4 out of 6 questions (4 x 10=40 marks)

Section B - 10 marks -case study (1x10=10 marks)

Questions from self learning module would be included in the above mentioned pattern