MARKETING MANAGEMENT Course Code: Course Objective: The objective of this course is to introduce the basic concepts of marketing

and to develop a feel of the marketplace. Module I: Marketing Management: Basic Concepts. Basics of Marketing, Marketing & Selling function, Evolution of Marketing, Product concept, Production Concept, Selling Concept, Marketing Concept, Societal Concept, Comparison of various concepts, Relationship marketing, Social Marketing, Customer needs, Customer value and satisfaction. Introduction to strategic marketing planning & marketing perspective, Designing Business Portfolio, Marketing plan, Marketing Process, Marketing of Services. Module II: Market research and Consumer Behavior Market research, Objectives, Primary and Secondary Research, Marketing Research Process, the factors influencing consumer behavior. The stages in buying process, the buying decision making process, factors affecting the buying decision, problem recognition, the Industrial Buying Process Module III: Managing Market Competition, Market Segmentation & Marketing Environment Competition, identifying competitions, strategies of competition, strengths and weaknesses of competitors, reaction pattern of various market players, Customer Value Analysis, strategies adopted by market leaders, market followers and market challengers, Market Negotiation, Lifestyle Marketing, Generation X Consumer and differentiating the offering, targeting, positioning. Module IV: Product Management Classification of Products, New Product development, Product Development & stages of product development, Product Life Cycles, stages in lifecycle of Products and factors affecting each stage, Managing Product Life Cycles. Adoption process, Product Mix decision and line management, Length, width and depth of line, line analysis, brand management, marketing of service. Module V: Pricing Strategies Pricing Objectives, process of selecting right price, pricing strategies, Pricing v/s Market dynamics, Price Change Strategies, Triggering price change and handling impacts thereof. Module VI: Managing Channels Channel Functions, Channel Flows, Establishing Channel Objectives, Identifying Channel Alternatives, Evaluating alternatives, selecting channel partners, training and MBADL 10102

motivating channel members, Channel dynamics, conflicts and cooperation in channel members, Market Logistics, Sales Force Management Module VII: Market Promotion & Communication Setting of communication objectives, Identifying target audience, Modes of Communication, Designing message, Choosing tool for Communication, Media decisions, Evaluating various media, Advertisement management, managing sales promotions, Evaluating results, integrating Communication Media, Role of public relations and publicity, significance managing communication through direct marketing and personal selling, Role of internet marketing & emerging communication trends CRM. Text & References: Text: Principles of Marketing by Philip Kotler 11th Ed. PH1 publications References: Marketing Management by Rajan Saxena, 3rd Ed. Tata McGraw-Hill Marketing Management by Ramaswamy, 3rd Ed. Namakumari