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Marketing Management  

Course Objective: The course aims at making students understand concepts,
philosophies, processes and techniques of managing the marketing operations of a firm
in turbulent business environment. This course will provide better understanding of the
complexities associated with marketing functions, strategies and provides students with
the opportunity to apply the key concepts to practical business situations.
Unit –I
Understanding Marketing and Consumers: Introduction to Marketing Management.
Definition, Importance, Scope, Basic Marketing Concepts, Marketing Mix, Marketing
vs Selling, Customer Value, techniques and relevance. Marketing Environment and
Competition: Analyzing Marketing Environment-Micro, Macro, Impact of
environment on marketing. Corporate Strategic Planning: Defining role of marketing
strategies, marketing planning process. Marketing Information System: Concept and
Components. Consumer Behaviour: Consumer buying process, Factors Influencing
Consumer Buying Behaviour,
Unit –II
Market Segmentation & Targeting: Product differentiation, Positioning for
competitive advantage, Product Decisions: Product Mix, Packaging and Labelling
Decisions, Branding, Brand value & Brand Equity. New Product Development,
Consumer Adoption Process, Product Life Cycle and marketing mix strategies.
Services Marketing and 7Ps framework. Pricing Decisions: Objectives, Factors
Affecting Pricing Decisions, Pricing Methods, Price Changes, Pricing Strategies.
Unit –III
Delivering and Promoting Product: Supply Chain Decisions Nature, Types, Channel
Design and Channel Management Decisions, Retailing, Wholesaling, Personal
Selling: Personal Selling Process, Managing the Sales Force. Promotion Mix:
Advertising, Sales Promotion, Public Relations. Emerging Trends in Marketing:
Green Marketing, Event Marketing, Network Marketing, Social Marketing, Buzz
Marketing/ Viral Marketing, Customer Relationship Management (CRM), Global
Marketing, Rural Marketing, E-Commerce: Marketing In The Digital Age.
Unit -IV
Bottom of Pyramid Marketing: Understanding poverty and the Base of the Pyramid,
understanding the BoP consumer: their basic needs wants and demands, DesignDevelop-Distribute approach towards BoP. Consumption and marketing practices in
BoP contexts: few challenges-The institutional context of BoP markets.-Conducting
Marketing Research in BoP Markets-BoP Consumers and Producers-Producers and
Entrepreneurs at the BoP. Concept of Informal Economy-Alternative Market initiatives
at BoP-Ethical issues associated with BoP.
Suggested Readings: