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Essentials of Marketing Management

This document outlines a course on essentials of marketing management. The course aims to help students apply fundamental marketing concepts to industries, examine key marketing perspectives, analyze company marketing strategies, and develop innovative strategies. It will use lectures, simulations, case studies, presentations, industry visits, assignments and projects. The 30-hour course covers topics like understanding marketing fundamentals, customer value and loyalty, the marketing process, analyzing consumer and business markets, adapting to changes in business practices, market segmentation, targeting, positioning, and the marketing mix of product, price, place, and promotion. Recommended reading and evaluation methods are also provided.

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Arun Menon
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334 views

Essentials of Marketing Management

This document outlines a course on essentials of marketing management. The course aims to help students apply fundamental marketing concepts to industries, examine key marketing perspectives, analyze company marketing strategies, and develop innovative strategies. It will use lectures, simulations, case studies, presentations, industry visits, assignments and projects. The 30-hour course covers topics like understanding marketing fundamentals, customer value and loyalty, the marketing process, analyzing consumer and business markets, adapting to changes in business practices, market segmentation, targeting, positioning, and the marketing mix of product, price, place, and promotion. Recommended reading and evaluation methods are also provided.

Uploaded by

Arun Menon
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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PROGRAM : MASTER OF BUSINESS ADMINISTRATION (INTERNATIONAL BUSINESS)

BATCH : MBA IB (2014-2016)


NO. OF CREDITS : 2 COURSE : ESSENTIALS OF MARKETING MANAGEMENT
NO. OF HOURS : 30 COURSE CODE : 020241103


Learning Objective(s): At the end of the course the student will be able to:

1. Apply the fundamental concepts of marketing to the industry.
2. Examine Marketing perspectives essential for all managers today
3. Analyse the marketing strategies of companies.
4. Experiment with out of the box thinking which will help them to develop innovative marketing strategies.


Pedagogy:
1. Lectures/ Interactive sessions/Visiting Faculty
2. Simulations
3. Case Studies.
4. Presentations
5. Industry / Field Visits.
6. Assignments.
7. Projects.
8. Workshops.



Pre-learning:
None.



Course Outline

S.No Topic Hours
1 Understanding Fundamentals of Marketing :
Definition and evolution of marketing, Scope of marketing: Company
orientations; Fundamental marketing concepts, needs, wants, demand, target
market, value & satisfaction, relationships & networks, marketing mix,
marketing channels, supply chain, competition, PESTEL factors.

4
2 Customer Value, Satisfaction and Loyalty.
Concept of value, Customer value proposition, Total customer satisfaction,
Monitoring satisfaction, product and service quality, customer profitability,
measuring customer lifetime value, attracting and retaining customers,
Loyalty.
3
3 Marketing Process-
Steps in marketing process
Goal setting
Criterion for planning the process
Analysis of current situation

1
4 Analyzing Consumer Markets; Cultural, Social, Personal factors;
Psychological processes: Motivation, Perception, Learning and Memory; Five
Stage Buying Decision Process Model; decision making based on level of
involvement and brand differentiation; Methods of profiling buying decision
process
Analyzing Business Markets; Organisational buying, business buying
process, stages in buying process, B to B customer relations
4
5 Adapting marketing to changing scenario:
How business practices are changing.
Pure click versus brick and click companies.
Digitalization & connectivity.
Disintermediation and reinter mediation.
Customization and customerisation.
Concept of value.
Websites, online ads and promotion, internet domains, CRM

4
6 Market segmentation, Targeting and Positioning.
Market Segmentation, Segmenting the Market, Benefits / Purpose and
Limitations of Market Segmentations, Market Segmentation
Procedure, Basis for Consumer/Industrial Market Segmentation.
Market Targeting Introduction, Procedure
Product Positioning - Introduction, Objectives, Usefulness,
Differentiating the Product, Product Positioning Strategy
4
7 Marketing - Mix Decisions (Product, Promotions and distribution)
Product-Mix, Branding and Packaging Decisions, Product Life
cycle - Stages and Strategies for Different Stages of PLC.
4
Promotion: Promotion-mix, Advertising, Sales Promotion,
Personal Selling, Publicity and Public Relations.
Channels of Distribution for Consumer/ Industrial Products,
Factors Affecting Channel Distribution
8 Marketing - Mix Decisions (Pricing )
Pricing Decisions, Pricing Objectives, Policies Methods of Setting
Price, Pricing Strategies
4
9 Contemporary issues in Marketing:

Select any one topic from the ones recommended:
i). Green Marketing
ii).Hospital & Health care Marketing (Why healthcare marketing, Role of
marketing in the Healthcare sector
Collaborative approach to patient care.)
iii). Digital Marketing
iv). E-marketing
v) CSR and Rural Marketing
2

Books Recommended
1. Kotler / Koshy / Keller / Jha [ 2009 ] Marketing Management A South Asian Perspective, 13
th
Ed.
Pearson Education ( Reference Book)
2. Kotler Philip [ 2005 ] Marketing Management Analysis Planning and Implementation and Control , 11
th
Ed.
Pearson Education
3. Kotler Philip / Armstrong Gray [ 2006 ] Principles of Marketing - 11
th
Ed. Pearson Education .
4. CZINKOTA/Kotabe/Mercer [1997] Marketing management Blackwell Busines.
5. Boyd/Walker/Larreche [1995] Marketing management -2
nd
Ed.- Irwin Pub.
6. Etzel/Walker/Stanton [2004] Marketing 13
th
Ed.-TMH
7. Fundamentals Of Marketing (Mc Graw Hill) , Stanton William J
8. Marketing Management: Planning, Implementation And Control, Ramaswamy V.S. And Namakumari S
9. Strategic Marketing Management Text And Cases;Rangan,V.K Icfai Press 2007 2 Ed.
10. Marketing Research By Day Kumar Wiley Publication 2007 7th Ed

Suggested Evaluation Methods:
Class test.
Group project/ Industry project.
Presentations.
Assignments.
Class Participation.

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