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Course Handout MM 2022

This document provides an overview of the Marketing Management course offered in Semester I. The course is for 3 credits and has 3 sections, taught by Seeboli Ghosh Kundu. [1] The course objectives are to develop an understanding of marketing, introduce key concepts and principles, and study environmental forces and consumer behavior. [2] Pedagogy includes lectures, case discussions, role plays, assignments and projects. Key textbooks and reference books are also listed. [3] The course outline details 33 sessions covering major topics in marketing like the marketing mix, consumer behavior, branding, pricing, and communications. Evaluation is based on continuous assessments and a final exam.

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Seeboli Ghosh
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123 views3 pages

Course Handout MM 2022

This document provides an overview of the Marketing Management course offered in Semester I. The course is for 3 credits and has 3 sections, taught by Seeboli Ghosh Kundu. [1] The course objectives are to develop an understanding of marketing, introduce key concepts and principles, and study environmental forces and consumer behavior. [2] Pedagogy includes lectures, case discussions, role plays, assignments and projects. Key textbooks and reference books are also listed. [3] The course outline details 33 sessions covering major topics in marketing like the marketing mix, consumer behavior, branding, pricing, and communications. Evaluation is based on continuous assessments and a final exam.

Uploaded by

Seeboli Ghosh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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Marketing Management

Semester :I
Course : Marketing Management
Course Code : SLMM501
Credit :3
Class : 2022
Section : 3 Sections
Instructor : Seeboli Ghosh Kundu

Course 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 of environmental forces influencing marketing decisions, Consumer


Behaviour & familiarize students with the main elements of effective marketing
strategy.

Pedagogy

The pedagogy will be a mix of lectures, Case discussions, Role Play, Assignments and
industry/research based projects.

In addition to the reading materials, additional readings and cases will be distributed in
the class from time to time. Students are expected to prepare and analyze all the cases.

Text Book

1) Principles of Marketing –Philip Kotler and Gary Armstrong

Reference Books

1) MARKETING MANAGEMENT- A South Asian Perspective - Philip Kotler


& Kevin Lane Keller,
2) MARKETING MANAGEMENT- 4th Edition- V Ramasamy & Namkumari
3) Marketing- Asian Edition, 2013- Paul Baines, Chris Fill et al.
Course Outline: Module/Session/Topic/Reading

Session Chapter Topics Pedagogy Readings

What is marketing and


markets, , needs, wants and
Introduction to
1, 2 demands, Production/ Chapter 1 of
Marketing Lecture
Product/Selling & marketing Text Book
Management concept, Holistic Marketing?
Marketing Myopia
Marketing Scanning Marketing Lecture and Chapter 3 of
3,4
Environment Environment discussion Text Book
Strategic Planning
Different strategy models, Lecture and Chapter 2 of
5, 6 and Marketing
Marketing Strategy and Mix discussion Text Book
Process
Consumer Behavior:
External Influences, Lecture and Chapter 5 of
7,8 Consumer Market personal Factors, internal discussion Text Book
and Consumer factors.
Buying Behaviour
Consumer & business Lecture and Chapter 5 of
9 & 10
buying decision process. discussion Text Book
11 Assignments
Geographic/
Demographic/ Psycho
graphic and Behavior
Customer Driven Lecture and Chapter 7 and
12, 13 segmentation, Levels of
Marketing Exercises & 9 of Text
14,15 segments, Market
Strategy Case Study Book
targeting, Positioning, ,
POP & POD,
Differentiation.
4 P’s, 5 product levels,
product classifications,
16, 17 Lecture and. Chapter 8 of
Products product hierarchy, product
& 18 Cases Book
mix, product line, product
line analysis,
Differentiating services
Theory and
19 & 20, with product, Chapter 8 of
Service Marketing Case Study
21,22 SERVQUAL model (GAP Book
analysis)
Theory and
Introduction to Brand, Chapter 8 of
23, 24 Branding Case Study
Different types of Branding Book
25, 26 New Product New product development Lecture and Chapter 9 of
and 27 Development and decision Process, Role Play Book
Product Life cycle Consumer-Adoption
Strategy process – stages.
Customer pricing
psychology (Reference
prices, price quality Chapter 10
inferences & price and 11, 12,13
endings), steps in price of Text Book
Pricing Decision setting, Adapting the price Lecture,
28, 29, and Channel discussion and
(geographical pricing,
30 Distribution case
Discounts, Allowances,
Promotional &
differentiated pricing),
pricing methods.
Designing & Managing
Marketing Channels
Meaning of Marketing Chapter 14, ,
Integrated communication mix (8 15 ,16, and 17
Marketing modes of of Text Book
Communications communication), macro
31, 32, model of the
33 communication process,
and micro model of
consumer responses
(response hierarchy
model).

Faculty Chamber consultation Day and time: Thursday, 3. – 4.30 pm

Evaluation: (Continuous Evaluation including Mid-Term = 60%; End Sem = 40%)

Component Marks
CEC1: Pre Mid-Semester Evaluation 15
CEC2: Mid-Semester Exam 20
CEC3: Post Mid-Semester Evaluation 15
CEC4 (Case discussion & class participation during the semester) 10
End Semester Exam 40
TOTAL 100

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