INSTITUTE –University School of

Business
DEPARTMENT -Management
M.B.A
MARKETING MANGEMENT- 23BAT-607
Dr. Bindu Aggarwal
Associate Professor
Chandigarh University

UNIT-1 Marketing
Management- DISCOVER . LEARN . EMPOWER

1
Positioning Strategies
 Positioning of product or service
 Statement that distinctly defines the product in its
market and against its competition over time
 Consumer promise
 Statement summarizing the benefit of the product or
service to the consumer
Communication Strategies
 Messaging by audience
 Target consumer demographics
Packaging and Fulfillment
 Product packaging
 Pricing, look, and strategy
 Fulfillment issues for items not shipped directly with
the product
 COGs
 Summarize cost of goods and high-level bill of
materials
Launch Strategies
 Launch plan
 If product is being announced
 Promotion budget
 Supply backup material with detailed budget

information for review

Public Relations Strategies
 Strategy and execution
 PR strategies
 PR plan highlights
 Have backup PR plan including editorial calendars,
speaking engagements, conference schedules, etc.
 Advertising Strategy
 Strategy and execution
 Overview of strategy
 Overview of media and timing
 Overview of ad spending
Other Promotion
 Direct marketing
 Overview of strategy, vehicles, and timing
 Overview of response targets, goals, and budget
 Third-party marketing
 Co-marketing arrangements with other companies
 Marketing programs
 Other promotional programs
Pricing
 Pricing
 Specific pricing or pricing strategies
 Compare to similar products
 Policies
 Policies relevant to understanding key pricing issues
Distribution
 Distribution strategy
 Channels of distribution
 Summarize channels of distribution
 Distribution by channel
 Understanding different levels of distribution
 https://www.economicsdiscussion.net/marketing-
management/what-is-marketing-management/317
88#:~:text=What%20is%20Marketing%20Manag
ement%20%E2%80%93%20Scope,organising%
2C%20directing%20coordinating%20and%20co
https://www.marketingtutor.net/what-is-marketing-myopia/
ntrolling.
 Blackboard
Assessment Pattern

Components HT-1 HT-2 Assignment Surprise Test Business Quiz GD Forum Attendance Scaled
Marks

Max. Marks 10 10 6 4 4 4 2 40

12

12