BMT1007 Marketing Management

Pre-Requisite: Nil L T P J C
Lecture 2 0 0 4 3
L
Module Topics SLO
Hrs
Marketing Concepts: Different functions in an organization and
their connections with marketing, Mar keting and Sales –
definitions and diff er ences, Roles of Marketing and Sales in an
1 organization. 4 1
Basic Concepts : Needs, Wants , Demands, Evolution of M arketing
– Production concept, Product concept, Sales concept, Marketing
concept, Social concept.
Marketing Environment and Marketing Research : Macro
environment – Political, Economic, Social Technology, Legal,
2 Ecology, Micro environment – Customers, Suppliers, Competition 5 2,3,4
within industry, New entrants, Substitutes – Marketing Research:
Scope and Types – Process.
Understanding Customers: Definition of Customer , Consumer
behavior and f actors affecting it, Customer Perceived Value,
3 Customer Satisfaction, Customer Delight, Customer Loyalty , 4 5,6
Analysis of Consumer Markets, Analysis of Business Markets,
Compar ison of Cons umer Markets and Business Markets .
Segmentation , Targeting and Positioning : Different types of
segmentation – Geogr aphic, Demographic, Behavioral,
4 Psychogr aphic, Value -based. 4 7
Targeting: Segmentation criteria, Segment attr activeness
Positioning: Cr eation of space in minds of Tar get market .
Marketing Mix: Product, Price, Promotion, Place
Product: Meaning, Classification, Concept of Product Life Cycle,
5 Concept of Ser vices, New Product Development 7 8,9
Price: Meaning, Objectives, Pricing M ethods and strategies .

Promotion: Objectives, Differ ent types of pr omotion tools

6 Place: Functions and types of distribution channels . 6 8,9

Total Lectur e Hours 30

Mode : Lecture, Cases and Audio Video Aids.

Project :
Student can for a team of three to five members. They should generate a new 60 hrs
product idea and formulate the marketing mix for the idea gener ated. They (non 1,3,6,8,9
have to submit a r epor t and make presentation of the same using visual aids Conta ,10
(prototype of product (optional ). ct hrs)

TextBooks
1. V.S. Ramas amy and Namakumari S (2007), Marketing Management, Planning, Implementation and
control, Glo bal Perspective Indian Context , V S 3rd Edition, M acmillan India Limite d, New Delhi .

Proceedings of the 37th Academic Council [16.6.2015] 602

Reference Books
1. Philip Kotler , Gary Ar mstrong, Praf ulla Y. Agnihotri and Ehs an ul Haque (2010), Principles of
Marketing: A South Asian Perspective , 13th Edition, Pearson.
2. Rajan Saxena (2006), M arketing Managem ent, 3r d Edition, Tata McGr aw Hill Publishing
Company Limited, New Delhi.
3. S A Sherlekar (2007), Marketing Management , 13 t h Edition, Himalaya Publishing Hous e,
Mumbai.
4. William D Perr eault Jr, E Jerome McCarthy (2006), Basic Marke ting A global Managerial
Appro ach , 15 t h Edition, , Tata McGr aw Hill, New Delhi.

Mode of Eval uation : Quiz, TEE/ Project : 3 review evaluation .

Recommended to the Board of Studies : 08.06.2015 .

Proceedings of the 37th Academic Council [16.6.2015] 603