Course Code :

Course Title : Marketing Management

Semester : I
Credit : 4
Duration : 40 hours (75 minutes per session)
Course Faculty : Prof. Prachi Gupta, Dr. Veni Nair, Prof. Arpita Pandey,
Dr. Deepa Nair, Prof. Josraj Arakkal, Prof. Bhupendra
Mishra, Ms. Aishwarya Kelkar, Prof. Shatabdi Das,
Prof. Roopam Gosain, Dr. Deepthy Raghvendra,
Dr. Sapna Modi

Objectives:
Develop an introductory understanding of marketing and its role in modern
organizations, in the economy and in society at large.
Introduce the main concepts, principles, and terminology of marketing
Study environmental forces influencing marketing decisions, consumer
Behaviour & familiarize students with the main elements of effective marketing
strategy.
Elementary understanding of Marketing Mix.

Contents:
Introduction to Marketing
Building Customer Satisfaction Value and Retention
Strategic Planning in Marketing.
Different strategy models.
Marketing Information System.
Scanning Marketing Environment.
Consumer Behavior (Consumer & Business Markets).
Competition Analysis.
Market Segmentation, Targeting & Positioning.
Introduction to the Marketing mix, Product Strategy & Managing Services.
New Market offering.
Pricing Strategies.
Integrated Marketing Communication.
Managing Mass & Personal Communications.
Designing & Managing Marketing Channels

Evaluation:
Internal 40 marks
External 60 marks
Total 100 marks
Discussion & Analysis of Case studies/Analysis & presentation on Articles from
business magazines & newspapers 5 Mk
Short presentation on concepts- 5 Mk
Class test 5 Mk
Assignments/Final project presentation-5Mk
Class Participation and Attendance 20 Marks
End Term Exams 60 Marks

Session-Plan:
Session 1,2 Topic Introduction to Marketing Reading Reference
Sub What is marketed and who markets, www.marketingstudyguide.
Topics Reactive/proactive Marketing, Demand com/can-marketed/
States, Market place, market space and meta
markets, needs, wants and demands,
Production/ Product/Selling & marketing
concept, Holistic Marketing.
Session 3, 4 Topic Building Customer Satisfaction Value and
&5 Retention
Sub Customer Value, CPV, CLV, CRM & building Case IKEA
Topics loyalty Garnier
Evaluation I Case Study
Session 6 Topic Strategic Planning in Marketing smallbusiness.chron.com
Advertising & Marketing
Marketing Strategies
Sub SBU, assessing growth opportunities,
Topics Marketing plan.
Session 7, Topic Different strategy models www.marketing91.com
8, 9 Marketing management
articles
www.smartinsights.com/di
gital-marketing-
strategy/online...models/ma
rketing-models/
BCG Matrix, Ansoff's matrix, Porter's value
chain, Porter's generic strategies, Porter's 5
force model, PLC Strategies.
Session 10: Evaluation II Class Test (MCQs)
Session 11 Topic Marketing Information System
& 12
Sub Data Mining and Warehousing, https://www.slideshare.net/.../what-
Topics Market research process, are-the-components-of-modern-
Qualitative & quantitative marketing-informa...
research, Sampling, Survey
Method.
Session 13 Topic Scanning Marketing Environment www.marketingteacher.com/marketing
-environment/
www.learnmarketing.net/environment.
 htm
Sub Gathering the environment and
Topics scanning the environment: Macro
environment, PESTEL analysis,
Micro environment
Session 14 Topic Consumer Behavior (Consumer & peopleof.oureverydaylife.com/internal
& 15 Business Markets) -external-factors-consumer-behaviour-
11078.h..
Sub Consumer Behavior: External www.elearnportal.com Courses
Topics Influences, personal Factors, Business Consumer Behavior
internal factors, Consumer &
business buying decision process.
Session 16 Topic Competition Analysis pestleanalysis.com/marketing-
& 17 competitor-analysis/
Sub Market leader/Challenger/
Topics follower & nicher strategies. Core
competence & competitive
advantage.
Session 18: Evaluation III Class test (Applied Qs)
Session 19 Topic Market Segmentation, Targeting & www.smartinsights.com/...marketing...
& 20 Positioning segmentation-targeting/segmentation-
targeting-an...
Sub Geographic/ Demographic/ Psycho Case Odonil
Topics graphic and Behavior Cadbury
segmentation, Levels of segments, Dettol - CB
Market targeting, Positioning,
VALS model, POP & POD,
Differentiation.
Session 21 Topic Introduction to the Marketing mix,
& 22 Product Strategy & Managing
Services
Sub 4 Ps, 5 product levels, product www.marketingteacher.com/marketing
Topics classifications, product hierarchy, -mix/
product mix, product line, product
line analysis, differentiating https://www.slideshare.net/praveensur
services with product, eshpai/gap-analysis-servqual
SERVQUAL model (GAP
analysis)
Session 23 Topic New Market offering

Sub New product development Case - Clinic All Clear

Topics decision Process (fig 15.1),
 Consumer-Adoption process
stages.
Session 24 Topic Pricing Strategies
& 25
Sub Customer pricing psychology https://www.slideshare.net/leader443/c
Topics (Reference prices, price quality onsumer-psychology-and-pricing
inferences & price endings), steps
in price setting, Adapting the price
(geographical pricing, Discounts,
Allowances, Promotional &
differentiated pricing), pricing
methods.
Session 26 Topic Integrated Marketing Case study - Kotak
Communication
1st Test MCQ test
Sub Meaning of Marketing adcentered.typepad.com/adcentered/2
Topics communication mix (8 modes of 006/11/macro_vs_micro_.html
communication), macro model of
the communication process, micro
model of consumer responses
(response hierarchy model).
Session 27 Topic Managing Mass & Personal
Communications
Sub The 5 Ms of Advertising (fig Case Kotak
Topics 18.1), Introduction to Social media
- platforms, Word of mouth -
forms buzz & viral marketing.
Session 28 Topic Designing & Managing Marketing www.civilserviceindia.com Subject
& 29 Channels Management Notes

ayemyomyintaung.blogspot.com/2013
/02/designing-and-managing-
integrated.html
2nd MCQ Test
Test
Sub Direct marketing & major steps in
Topics personal selling, Role of
marketing channels (channel
function, flow & level), Channel
design & decision, Channel
integration system (Vertical,
horizontal & integrated), Channel
 conflict.
Session 30, Topic Final Presentation
31 & 32
Text Book:
1) MARKETING MANAGEMENT, - Philip Kotler & Kevin Lane Keller -
15th Edition, Pearson.
Reference Book:
1) Marketing Management,
Global Perspective Indian Context - V S Ramaswamy &
S Namakumari, 5th Edition,
Macmillan.
E-Books :
1. Introduction to Marketing
Business And Economics 2010 - Roger Kerin & Rudelius
https://kerinmarketing.com
/authors/roger-a-kerin/
2. Marketing Management
Business And Economics 2010 - Roger Kerin & Rudelius
https://kerinmarketing.com/
authors/roger-a-kerin/