MARKETING MANAGEMENT

Course Code 19MBA105 Credits 4

Course type MBA CIE Marks 50 marks

Hours/week: L-T-P 4-0-0 SEE Marks 50 marks

SEE 3 Hours
Total Hours: Lecture = 4Hrs; Tutorial =0Hrs Total = 4 Hrs for 100
Duration
marks

Course Learning Objectives

After completing this course learners will be able to
1. Prepare environmental analysis of a company
2. Present the consumer profile required for managers
3. Describe STP and product strategies of the company
4. Learn the price, place and promotion strategies adopted by different companies.

Pre-requisites: Students are expected to have the basic understandings of spreadsheets and data
visualization.

Unit - I 10 Hours
Introduction to marketing: Introduction to Marketing: Introduction, The Exchange Process, Elements
of Marketing Concept, Functions of Marketing, Old Concept or Product- oriented Concept, New or
Modern or Customer- oriented Concept, Marketing Myopia, Marketing Environment analysis, (Micro
and Macro),
Self learning topics: ETOP analysis.

Unit - II 10 Hours
Buyer Behavior Analysis: Meaning and Characteristics, Importance, Factors Influencing Consumer
Behavior, Consumer Purchase Decision Process, Buying Roles, Buying Motives. The black box model
of consumer behavior. B2B marketing Vs Consumer Marketing.

Self learning topics: Henry Assael Model.

Unit - III 10 Hours
Segmentation, Targeting and Positioning: Market Segmentation, Targeting & Positioning (STP):
Concept of Market Segmentation, Benefits, Requisites of Effective Segmentation, Bases for
Segmenting Consumer Markets, Market Segmentation Strategies. Targeting - Bases for identifying
target Customer target Marketing strategies, Positioning - Meaning, Product Differentiation Strategies,
Tasks involved in Positioning.
Branding - Concept of Branding, Types, Brand Equity, Branding strategies.

Self learning topics: Audience Segmentation

 Unit - IV 10 Hours
Product management: Managing the Product: Concept, product hierarchy, product line, product mix,
product mix strategies, Product life cycle and its strategies, New Product Development,
Pricing: Pricing decisions: Significance of pricing, factor influencing pricing Marketing Channels:
(Internal factor and External factor), objectives, Pricing Strategies-Value based, Cost based, Market
based, Competitor based, Pricing Procedure.

Self learning topics: Design thinking and social Co-creation.

Unit - V 10 Hours
Place: Meaning, Purpose, Factors Affecting Channel Choice, Channel Design, Channel Management
Decision, Channel Conflict, Designing a physical Distribution System, Network Marketing.
Promotion: Advertising: Advertising Objectives, Advertising Budget, Advertising Copy, AIDA model,
Traditional Vs Modern Media- Online and Mobile Advertising, Social Media for Advertising. Tools
and Techniques of sales promotion, Push-pull strategies of promotion. Personal selling: Steps/process
involved in Personal Selling. Publicity/Public Relation-word of mouth, and sponsorships

Self learning topics: Model analysis using data mining.

Project work: Marketing strategies of 60 different companies.

Students will select one industry and a particular company in that industry and present the marketing
strategies of that company.

Books
Text Books:
1. Kotler, Keller, Koshy & Jha, Marketing Management: A South Asian Perspective–
14/e, Pearson Education, 2012.
2. Lamb, Hair, Mc Danniel -Marketing-, 7/e, Cengage Learning 2012.
3. Tapan Panda ,Marketing Management, , 2/e, Excel Publication 2016
4. Arun Kumar & Meenakshi N ,Marketing Management, , 2/e, Vikas, 2012.
Reference Books:
1. Etzel M.J BJ Walker & William J. Stanton, Fundamentals of Marketing Management, 14/e,
TMH, 2012.
2. Dhruv Grewal and Michael Levy, marketing, 5e, McGrawHill, 2018
E-resourses (NPTEL/SWAYAM.. Any Other)- mention links
1. Marketing Management- I: https://onlinecourses.nptel.ac.in/noc18_mg30
2. Marketing Management –II https://nptel.ac.in/courses/110104070/#
 Course Outcome (COs)

Bloom’s
At the end of the course, the student will be able to
Level
1. Develop ETOP/PESTEL analysis. 6
2. Design segmentation, targeting and positioning strategies of a company. 6
3. Formulate old and new 4P’s of marketing 6
PO No.
Program Outcome of this course (POs)
1. Students will be able to solve problems of competitive business environment. 1
Business.
Students will demonstrate their skills to enhance productivity, efficiency and
2. effectiveness of 3

Students will be able to create models, plans and projects to explore the
3. 7
potential markets.

Course delivery methods Assessment methods

1. Lecture. 1. Internal test
2. Case study 2. Case study
3. Problem Solving 3. Project work
4. Simulation 4.

Scheme of Continuous Internal Evaluation (CIE):

Components First IA test Second IA test Project CP

Maximum Marks: 50 20 20 5 5

 Writing two IA test is compulsory.

 Minimum marks required to qualify for SEE : 20 out of 50

Self Study topics shall be evaluated during CIE (Assignments and IA tests) and 10% weightage
shall be given in SEE question paper.
Scheme of Semester End Examination (SEE):
1. It will be conducted for 100 marks of 3 hours duration. It will be reduced to 50 marks for the
calculation of SGPA and CGPA.
2. Minimum marks required in SEE to pass:
3. Question paper contains two questions from each unit each carrying 20 marks. Students have to
answer one full question from each unit.