Marketing Management

Instructional Hours:54 Credit: 3

Module I
Marketing Management–Market and Marketing- Meaning- Definition of marketing- Marketing
Concepts – Marketing environment- Functions of marketing-Marketing Management- Marketing Mix-4Ps and 4Cs- Importance of marketing mix- Factors affecting marketing mix- Market Segmentation– Concept – Need – Basis-benefits- Market Targeting- Market Positioning- differentiated and
undifferentiated marketing ( 12 Hours)
Module II
Product Mix- Product – Meaning- Classification of products- -Product Line and Product Mix-NewProduct development- Steps- Reasons for failure of new products- - Product Life Cycle- – Branding-Types of brand- Brand Equity- Brand Loyalty- Trade Mark- Packaging-Role of packaging- Essentials ofgood packaging- Product Labelling- Marketing of services- Pricing of Products- Factors InfluencingPricing- Pricing Policies and Strategies -Types of Pricing
(12 Hours)
Module III
Price Mix – Pricing-Factors affecting pricing decision- Role of pricing in marketing strategy- Steps informulating pricing- Pricing methods and strategies- Pricing of a new product- Resale Price Maintenance
(12 Hours)
Module IV
Physical Distribution Mix- - Logistic and Supply Chain Management – Elements- Channels ofDistribution –Types- Factors Affecting the Choice of a Channel of Distribution-Functions of various intermediaries – retailing- Types of retailing- Direct Marketing- Merits and demerits (12 Hours)
Module V
Recent Trends in Marketing (Overview Only)-Relationship Marketing - Social Marketing -OnlineMarketing- -Green Marketing-Tele Marketing -Viral Marketing- Relationship Marketing-De-marketing-Remarketing- Guerilla marketing – Ambush Marketing. (6 Hours)
Suggested Readings
1. Kotler, Philip & Keller, Kevin Lane, Koshy, Abraham, & Mithileshwar Jha, Marketing
Management, A South Asian Perspective, Pearson Education.
2. Armstrong, Gary, and Kotler, Philip, The Essentials of Marketing, Pearson Education, New Delhi
3. Majaro, Simon, The Essence of Marketing, Prentice Hall, New Delhi.
4. Chhabra, T.N., Principles of Marketing, Sun India Publication.
5. Czimkota, Marketing Management, Vikas Publishing House (P) Ltd.
6. Biplab S Bose, Marketing management, Himalaya Publishing House, Mumbai
7. Rajan Nair and Varma M M – Marketing Management- Sultan Chand and Sons
8. Sontakki C N, Marketing Management- Kalyani Publishers
9. Ramaswamy V S and Namakumari Marketing Management , McMillan India Ltd