BMT2XXX

L,T,P,J,C
Pre-Req: None
2, 0, 0,4 ,3
Lecture

Marketing Management

Unit
1

L
Hrs

Topics
M a r k e t i n g C o n c e p t s : D i ff e r e n t f u n c t i o n s i n a n o r g a n i z a t i o n a nd
t h e i r c o n n e c t i o n s w i t h m a r k e t i ng , M a rk e t i n g a nd S a l e s
d e fi n i t i o n s a nd d i ff e r e n c e s , R ol e s o f Ma r k e t i n g a n d S a l e s i n a n
o r g a ni z a t i o n .
B a s i c C o n c e p t s : N e e d s , Wa n t s , D e m a n d s , E v ol u t i o n o f M a r k e t i ng
P r o d u c t i o n c o n c e p t , P r o d u c t c o n c e p t , S a l e s c o n c e p t , M a r k e t i ng
concept, Social concept.
Marketing Environment and Marketing Research: Macro
e n v i r o n m e n t Po l i t i c a l , E c o n o m i c , S o c i a l Te c h n o l o g y, L e g a l ,
E c o l o g y, Mi c r o e n v i r o n m e n t C u s t o m e r s , S u p p l i e r s , C o m p e t i t i o n
w i t h i n i nd u s t r y, N e w e n t r a n t s , S u b s t i t u t e s Ma r k e t i n g R e s e a r c h :
S c o p e a nd T y p e s P r o c e s s
Understanding Customers:
D e fi n i t i o n o f C u s t o m e r, C o n s u m e r
b e h a v i o r a nd f a c t o r s a ff e c t i n g i t, C u s t o m e r Pe r c e i v e d Va l u e ,
C u s t o m e r S a t i s f a c t i o n , C u s t o m e r D e l i g h t , C u s t o m e r L o y a l t y,
A n a l y si s o f C o n s u m e r M a rk e t s , A na l y s i s o f B u s i n e s s M a r k e t s ,
C o m p a r i s o n o f C o n s u m e r M a rk e t s a n d B u s i n e s s Ma r k e t s
S e g m e n t a t i o n , Ta r g e t i n g a n d Po s it i o n i n g : D i ff e r e n t t y p e s o f
segmentation

Geographic,
D e m o g r a p hi c ,
Behavioral,
Ps y c h o g r a p h i c , Va l u e - b a s e d .
Ta r g e t i ng : S e g m e n t a t i o n c r i t e r i a , S eg m e n t a t t ra c t i v e n e s s
Po s i t i o n i n g : C r e a t i o n o f s p a c e i n m i n d s o f Ta r g e t m a rk e t
Marketing Mix: Product, Price, Promotion, Place
P r o d u c t : M e a n i n g , C l a s s i fi c a t i o n , C o n c e p t o f P r o d u c t L i f e C y c l e ,
Concept of Services, New Product Development
P r i c e : M e a n i n g , O b j e c t i v e s , P r i c i ng M e t h o d s
P r o m o t i o n : O b j e c t i v e s , D i ff e r e n t t y p e s o f p r o m o t i o n t o o l s
P l a c e : F u n c t i o n s a nd t y p e s o f d i s t r i b u t i o n c h a n n e l s
Tot a l L e c t u re H o u r s

SLO

2 , 3, 4

5,6

8,9

8,9

30

M od e : L e c t u r e , Au d i o Vid e o Ai d s .

Project :
S t u d e n t c a n f o r a t e a m o f t h r e e t o fi v e m e m b e r s . T h e y s h o u l d
g e n e r a t e a n e w p r o d u c t i d e a a nd f o r m u l a t e t h e m a rk e t i n g m i x f o r
t h e i d e a g e n e r a t e d . T h e y ha v e t o s u b m i t a r e p o r t a n d m a k e
p r e s e n t a t i o n o f t h e sa m e u s i n g v i s u a l a i d s ( p r o t o t y p e o f p r o d u c t
(optional)).

Text Books

60 hrs
(non
Contac
t hrs)

1 , 3, 6 , 8
, 9, 1 0 , 1
1

1 . P h i l i p Ko t l e r , G a r y A r m s t r o n g , P r a f u l l a Y. Ag n i h o t r i a n d E h s a n u l H a q u e 2 0 1 0 ,
P r i n c i p l e s o f M a rk e t i n g : A S o u t h A s i a n Pe r s p e c t i v e , 1 3 t h E d i t i o n, Pe a r s o n .
2 . V. S. R a m a sa m y a nd N a ma k u m a r i S ( 2 0 0 7 ) , M a rk e t i n g Ma n a g e m e n t , P l a n n i ng ,
I mp l e m e n t a t i o n a n d c o n t r o l , G l ob a l Pe r s p e c t i v e I nd i a n C o n t e x t , V S 3 r d E d i t i o n ,
Macmillan India Limited, New Delhi, 2007

Reference Books

1 . R a j a n S a x e n a ( 2 0 0 6 ) , M a r k e t i ng M a na g e m n e t , 3 r d E d i t i o n, Ta ta M c G r a w H i l l
P u b l i s h i n g C o mp a n y L i m i t e d , N e w D e l h i .
2 . S A S h e r l e k a r ( 2 0 0 7 ) , Ma r k e t i n g M a n a g e m e n t , 1 3 t h E d i ti o n , H i m a l a y a P u b l i s h i n g
House, Mumbai.
3 . Wi l l i a m D Pe r r e a u l t J r, E J e r o m e M c C a r t h y ( 2 0 0 6 ) , B a s i c M a r k e t i ng A g l o b a l
M a na g e r i a l Ap p r o a c h , 1 5 t h E d i t i o n, , Ta t a M c G r a w H i l l , N e w D e l h i .

STUDENT LEARNING OBJECTIVES

1. Demonstrate knowledge and understanding of the ke y concepts of marketing
2. Acquire knowledge and understanding of the ke y concepts related to preparation and
designing of marketing plan and executing it
3. Identif y particular and special features of the marketing research activities
4. Develop the abilit y to work independentl y and to conduct independent learning drawing
inferences from the market study
5. Anal yz e and evaluate importance of consumer decision ma king process and their
influences.
6. Collect and Synt hesize data from fields related to consumers and customers and present
the m it in a coherent wa y to the relevant executives to understand their customers
7. Demonstrate knowledge and understanding the market segmentation, targeting, positioning and
research; Special attention is given to applied business research
8. Recognize the i mportant marketing mixes and their relevance in product positioning
9. Demonstrate understanding of product decisions; pricing; channels of distribution; sales
ma nagement; advertising; new product development; and marketing budgets
10. The students will acquire and demonstrate professional level

written and oral communication skills.

11. The students will gain team skills to perform eff ectively in a

diversifi ed work environment.

Mode of Evaluation : Quiz, CAT I, CAT II, TEE
Project : 3 review evaluation
Board of studies :08.06.2015
Academic Council