COURSE CODE NAME OF INSTRUCTOR OBJECTIVES EXPECTED OUTCOME MODULE

MARKETING MANAGEMENT-II MBA 205 VERSION NO.

L 3

T 0 1

P 0

C 3

To understand the decision making in areas of physical distribution and extensions of marketing , research application and ethical issues in marketing. Student shall be able to apply the knowledge in their summer internships and will have a firsthand understanding of the marketing subjects before opting marketing as specialization. HOURS Marketing Mix & related Marketing Decisions (Promotion & Physical Distribution) Distribution Channel, Decisions-Types and Functions of Intermediaries, Selection and Management of Intermediaries. Types of Marketing Strategic Marketing: Introduction, Potters 5 Forces Model, BCG Matrix, Competitive strategies (Diversification Strategies and areas). Retail Marketing: Introduction, Formats, Location and Layout decisions. Rural Marketing: Introduction, Plans and Policies, Rural Initiatives. B2B Marketing: Introduction, Difference from B2C, buying situations and buying process. International Marketing: Introduction, marketing mix in international business. Direct and Online Marketing: Introduction and plans in India. Research Orientation of Marketing Marketing Research: Research Process, designing questionnaires, Analysis of Data using excel and spss.

II

12

III

IV

PRESCRIBED TEXT BOOKS REFERENCES

Emerging trends in Marketing Ethical Issues in Marketing 12 Cultivating customer relationships, Company Analysis in different Industries FMCG Industry: HUL, P&G Consumer Durable Industry: LG, Videocon Shoe Industry: Woodland, Reebok, Bata Insurance Industry: ICICI Prudential, Bajaj Allianj Telecom Industry: Bharti, Tata Philip Kotler. (2011). Marketing Management: Analysis, Planning, Implementation & Control. Prentice Hall of India. 1. Marketing Management- Planning, implementation & Control (3rd ed) by V S Ramaswamy & S Namakumari, McMillan. 2. Marketing Management (3er ed) by Rajan Saxena, Tata McGraw Hill. Type of Evaluation Max. marks for which the Marks in previous exam is conducted column are converted to CAT-I CAT-II 50 marks 50 marks 15 marks 15 marks

MODE OF EVALUATION

3 Quizzes Assignment

Each quiz will be conducted for a minimum of 20 marks In the form of a report, seminar, presentation, quiz, experiment, GD, etc. as defined in the course syllabus/ course plan 100 marks Total

15 marks (5 marks from each quiz) 5 marks

TEE (Theory without a lab component)

50 marks

Attendance eligibility criteria for CAT -I

Period of calculation of absence From 1st Instructional day to 2 days before the start of CAT I exams From 1st Instructional day to 2 days before the start of CAT-II exams From 1st Instructional day to the Last Instructional Day (inclusive)

100 marks Minimum % of Minimum % of attendance attendance required with required the consent of Proctor 85% 75%

CAT - II

85%

75%

TEE (Theory & Lab, separately)

85%

75%

Recommended by the Board of Studies on Date of Approval by the Academic Council

(learners will go for the PESTL analysis of the companies,will tell about MDs and CEOs and any other renound personality of the company, Will tell about the products, current news about the company, identify strategies used by the company, will tell the STP and PLC and categories of products)