S.No.

Topic Details

No. of 3 hour sessions planned 1

Session planned in terms of lecture / case/ test /quiz/presentations Lecture

Actual date /s of taking topic

Introduction to Marketing concept ,evolution of marketing & customer orientation Marketing environment and evaluation of market opportunities Market research & marketing information system, Demand forecasting and market potential analysis

Lecture

Lecture

Consumer buying process & Organization buying behaviour

Lecture

5
6 7 8 9

Market Segmentation, Targeting & Positioning

Marketing Mix Assignment 1 Product decisions Product Life Cycle Test, New Product Development Process

1
1 1 1 1

Case, Lecture
Lecture Assignment Lecture Test, Lecture

10

Pricing decisions, Distribution decisions Logistics 1 & Channel decisions

Promotion decisions Integrated Marketing Communication concept Personal selling & Sales management Group Project Presentations 1

Lecture

11

Lecture

12 13

1 1

Case, Lecture Presentations

Sr. No. 1 2 3 4

Evaluation Components Assignment 1 Test Group Project Final examination: College* Total

Marks 10 10 20 60 100

REFERENCES:

1.Marketing management Kotler, Keller, Koshy & Jha 2.Marketing Management Dr.Rajan Saxena 3.Marketing Management Perrault and McCarthy 4.Marketing management Ramaswamy & Namkumari 5.Marketing management R.L.Varshney & S.L.Gupta 6.Introduction to Marketing by Adrich Palmer

Assignment

Form a group of 2 members

Book review on book assigned

Prepare a 10 minutes presentation - key learnings

Sr.No. Book BEST PRACTICE CASES IN BRANDING : LESSONS FROM THE WORLD`S STRONGEST 1 BRANDS

Grp

Comments

2 KILLER BRANDS
3 BRAND AVATAR 4 KILLER DIFFRENTIATORS 5 18 BRAND ASTRAS THE 22 IMMUTABLE LAWS OF 6 BRANDING 7 THE BRAND BUBBLE

8 DIFFERENTIATE OR DIE
9 BRAND POSITIONING 10 WHATS IN A BRAND ? 11 MANAGING INDIAN BRANDS 12 BIG BRANDS BIG TROUBLE 13 BRAND FAILURE 14 THE BREAKAWAY BRAND 15 THE ORIGIN OF BRANDS 16 We are like that only 17 Consumer India -

Marketing Concepts

Needs,Wants,Demands
Need basic human requirements Want Needs become wants when directed to specific objects Demand want backed by ability to pay

Value & Satisfaction

Value perceived tangible and intangible benefits and costs to customers Satisfaction reflects a persons comparative judgments resulting from a products perceived performance or outcome in relation to his or her expectation

Production Concept
Older concept of business Consumers prefer products which are widely available and inexpensive Focus is on achieving high production efficiency, low costs and mass distribution

Product Concept
Consumers prefer products which offer quality, performance or innovative features Focus is on making superior products and improving them over time

Selling Concept
Consumers, if left alone, will not buy enough Aggressive selling & promotion Insurance,encyclopedia,overcapacity

Marketing Concept
Shift from product-centered to customer centered
make and sell to sense and respond Instead of hunting gardening

Find right products for your customers Focus in on being more effective than competitors in creating,delivering and communicating superior customer value to its chosen target markets

Selling vs Marketing Concept

Selling
Focus on need of seller

Marketing
Focus on need of buyer

Seller preoccupied with Sellers need to convert his product into cash

Marketing with the idea of satisfying the needs of the customer by means of the product and whole cluster of things associated with creating, delivering and finally consuming it

Theodore Levitt

What is Marketing?
Is an organizational function and a set of processes for creating,communicating,and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders Is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others

What is Marketing

Marketing refers to what an organization must

do to create and exchange value with customers

Successful marketing requires both a deep knowledge

of customers, competitors, and collaborators and great skill in deploying an organizations capabilities so as to serve customers profitably.

Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

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For an exchange to occur..

There are at least two parties. Each party has something that might be of value to the other party. Each party is capable of communication and delivery. Each party is free to reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party.
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What is Marketed?
Goods Services Events Experiences Persons Places Properties Organizations Information Ideas

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