Course Code: MGL–6102 L T P C

Course Name: Marketing Management 4 0 0 4

Course Objective:
The objective of this course is to train participants to apply concepts and techniques in
marketing so that they become acquainted with the duties of a marketing manager. More
specifically, they will be exposed to the development, evaluation, and implementation of
marketing management in a variety of business environments.
Course Outcome: At the end of the course (MGL-6102), student would be able to:
Course Outcomes Cognitive Level
CO1: Illustrate various concepts related to marketing. Understand
CO2: Identify concepts related to Marketing Mix. Apply
CO3: Demonstrate process involved with product planning and price Apply
determination.
CO4: Analyze process involved with promotion and distribution Analyze
strategy.
CO5: Explain contemporary issues in marketing. Understand
Contents:
Unit -I: Introduction
Nature & Scope of Marketing, evolution of Marketing, Marketing Environment. Segmentation,
Targeting and Positioning & Differentiation Strategies, Marketing Organizations, Marketing
Research
Unit -II: Product Management
Product, product levels , classifying products, New Product Development, Product
Differentiation, Product Life Cycle, Branding, types of branding, Packaging & labeling
Unit -III: Pricing and Distribution
Concept of Pricing, Relationship between pricing and product cost, pricing objectives Pricing
Policies and Methods, Distribution Channel Management ,Intermediaries, channel structure,
managing relationships in the channel.
Unit -IV: Promotion Mix decision
Marketing Communication, Advertising; Sales Promotion, Publicity & Personal Selling, Public
Relations and Direct Marketing
Unit -V: Emerging Trends in Marketing
Marketing Ethics ,(e-)marketing; (e-)services; (e-)Customer Relationship Management; viral
marketing, ambush marketing, green marketing,
Books Recommended/Suggested Reading:
1. Baines, Fill Page and Sinha; Marketing 2013
2. Marketing Management – Philip Kotler (Pearson)
3. Fundamentals of Marketing – Stanton
4. Marketing Management – V S Ramaswamy and S Namakumari (Macmillan)
5. Principles of Marketing – Philip Kotler and Gary Armstrong (Pearson)
6. Marketing Management- ICFAI Publications