course content for marketing management

1. Course Code MBA 572
Credit Hours 2
Course status Common
Level Postgraduate
Instructor
COURSE TITLE: Marketing Management

2. • II. COURSE DESCRIPTION
• This course develops essential marketing
knowledge and competencies that guide
general and functional managers in their
strategic and day-to-day decision making. It
aims at giving an exposure to the real time
marketing activities.

3. III. LEARNING OUTCOMES
• Upon successful completion of this course, you should
be able to:
• Understand the leading theories and philosophies of
marketing
• Apply of marketing theories, frameworks and concepts
to managerial decision contexts
• Apply analytical perspectives and decision tools, which
underlie creative marketing decision-making
• Formulate and implement marketing strategies that
drive organizational growth
• Present more effectively in an informal and formal
manner the findings of the group work components.
• Have marketing thinking to wide range of phenomena
i.e., industrial, consumer, and service market and
enterprises of different sizes

4. CHAPTER 1: OVERVIEW OF MARKETING MANAGEMENT
1. Defining Marketing and Core Marketing Concepts
2. The Importance of Marketing
3. Marketing Philosophies
4. Marketing Management Tasks
5. Developing Marketing Strategies and Plans

5. • CHAPTER 2: CAPTURING MARKETING INSIGHTS
1. Analyzing marketing Environment
2. Marketing Research and Information Systems
1.Nature and Importance of marketing information system
2.Components of a Modern Marketing information system
3.Objective and procedure of marketing research
3. Measuring and forecasting demand
• CHAPTER 3: BUYER BEHAVIOR
1. Analysing Consumer Markets and buying behavior
1.The buyers decision process
2.Major factors influencing buying behavior
2. Analysing Business Markets buying behavior
1.Characteristics of Business Market
2.Buying situations in organizational buying
3.Decision making process in organizational buying
4.Influence on organizational buying decision

6. CHAPTER 4 – MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
– Market segmentation
• Meaning of Market segmentation
• Importance of Segmentation
• Basis of segmenting the market
– Targeting the Market
– The concept of positioning

7. CHAPTER 5 - MANAGING MARKETING MIX
ELEMENTS
5.1. Shaping the Market Offerings
• Product Characteristics and Classification of a product
• New Product Development Process
• Product Life cycle and Marketing Strategies
• The Concept of Product Mix and Product Line
• Designing and managing service (nature of service,
marketing strategies for service firms, managing product
support service)

8. Cont’d….
– Developing Pricing Strategies and Programs
• Meaning of Price
• Pricing Objectives
• Factors Affecting Pricing Decisions
• Setting the Price (Process)
– Communicating Value
• Meaning, Role and purpose of Marketing Communications
• Deciding on the Marketing Communications Mix
• Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations
• Managing Personal Communications: Direct and Interactive
Marketing, Word of Mouth, and Personal Selling
– Delivering Value
• Meaning and Importance of Distribution
• Channel-Design Decisions
• Channel-Management Decisions
• Managing Integrated Marketing Channels

9. Chapter 6: International Marketing (Optional)
– Meaning of international marketing
– Objective/reasons of international marketing
– Process and Techniques of international marketing

10. READING MATERIALS
• Text Book:
• Kotler & Keller (2012). Marketing Management, 14th Edition (Prentice Hall)
• 10.2 Recommended
• Dayler, Peter (2002). Marketing Management Strategy (Hall)
• Kotler, Philip (2009). Marketing Management, 13th Edition (New Delhi:
Prentice Hall)
• Kotler & Keller (2006). Marketing Management, 12th Edition (New Delhi:
Prentice Hall)
• Peter, Paul J. (2000). Marketing Management: Knowledge and Skills (Boston:
McGraw Hill)
• Ramaswany, VS (2004). Marketing Management: Planning, Implementation
and Control (New Delhi: Macmillan)