Course Curriculam

Course Code: MKTG601 Credit Units L T P/S SW AS/DS FW No. of PSDA Total Credit Unit
Course Level PG 2 0 0 2 0 0 0 3
Course Title Marketing Management

Course
Description :

Course Objectives :

SN
Objectives
.
The course focuses on formulating and implementing marketing management strategies and policies, a task undertaken in most companies at the
strategic business unit level. The course will thus provide the students with a systematic framework for understanding marketing management the
1
course emphasizes the following: Understand Core Marketing Concepts: Grasp the fundamental principles and concepts of marketing, including
market segmentation, targeting, positioning, and the marketing mix (4 Ps).

Pre-Requisites : General

SN. Course Code Course Name

Course Contents / Syllabus :

SN. Module Descriptors / Topics Weightage

Marketing for the Millennials The New Marketing Realities, Difference between Marketing and Selling The
Marketing for the 21st
1 Holistic Marketing Concepts Relationship marketing, Social marketing, Integrated Marketing, Ethical 15.00
Century
Marketing Delivering and Communicating Value to the Customers Marketing Mix Marketing plan
The factors influencing consumer behavior The buying decision making process Business Market Vs
Analyzing Consumers
2 Consumer Market Market Segmentations- Basis for Segmenting Consumer and business markets. 20.00
& Selecting Markets
Evaluating the Market Segments Targeting the Market Segments Developing a Positioning Strategy
Products and Services Defined Classification of products New Product development Process, Adoption
process Product mix decisions Product Line Analysis, Length, width and depth of a line and Brand
3 Managing Product 20.00
Management Product life cycle, stages in lifecycle and factors affecting each stage Managing product life
cycles
Identifying Pricing
Understanding Pricing in Changing Environment Setting the price, adapting the price Initiating and
Methods, Marketing
4 responding the price changes Identifying Pricing Strategies and responding to Competitors The Role of 15.00
channels and Value
Marketing Channels Channels design Decisions Vertical horizontal and multi-channel marketing systems
Networks
Integrated Marketing Integrated Marketing Communication Marketing Communication Process Promotion mix, Advertising,
5 15.00
Communication Personal Selling, Direct Marketing and Social Media Formulating Marketing Plan and Presentation
Emerging Trends,
Emerging Trends in the Market Sustainable and Ethical Marketing practices Role of Artificial Intelligence in
6 Development and 15.00
transforming customer segmentation, personalized marketing, predictive analytics, and customer service.
Practices

Course Learning Outcomes :

SN. Course Learning Outcomes

1 The student of the course will be able to understand and apply the various concepts of marketing management in the real world.
2 Analyze and improve the performance of marketing Mix for range of Products and services
3 Evaluate marketing plans for performance enhancements.
4 Analyze and Evaluate best Marketing Practices in the global scenario
5 Create Innovative business ideas and apply the same into the real world

Pedagogy for Course Delivery :

SN. Pedagogy Methods

This course will be taught using the Four Quadrant Approach ie. The course will have e-Tutorial, e-Content, Assessment and Discussions. Also a
1 mix of theory and the case method will be used. In addition to assigning the case studies, the course instructor will spend considerable time helping
to understand the concepts. The course will encompass Discussion forum for clarifying doubts/ questions.

Theory /VAC / Architecture Assessment (L,T & Self Work): 100.00 Max : 100

Attendance+CE+EE : 5+35+60

SN. Type Component Name Marks

1 Attendance 5.00
2 End Term Examination (OMR) 60.00
3 Internal MID TERM TEST 10.00
4 Internal INTEGRATED ASSIGNMENT 10.00
5 Internal INTEGRATED PROJECT 15.00

Lab/ Practical/ Studio/Arch. Studio/ Field Work Assessment : 0.00 Max : 100

N/A

List of Professional skill development activities :

No.of PSDA : 2
SN. PSDA Point
1 "Developing a Comprehensive Marketing Plan for a New Product Launch"
2 "Exploring the Evolution and Application of Marketing Theories in the Digital Age"

Text & References :

SN. Type Title/Name Description ISBN/ URL

Marketing Management– A South Asian Kotler, Keller, Koshy,
1 Book
Perspective Jha
Paul Baines, Chris Fill, Kelly Page, (2009),
2 Book
Marketing, Oxford University Press
Biplo Bose, (2008), Marketing
3 Book
Management, Himalaya Publishing House
Kurtz, (2008) Principles of Marketing,
4 Book
Cengage Learning, India
Marketing Management– A South Asian Kotler, Keller, Koshy,
5 Book
Perspective Jha
 Paul Baines, Chris Fill, Kelly Page, (2009),
6 Book
Marketing, Oxford University Press
Biplo Bose, (2008), Marketing
7 Book
Management, Himalaya Publishing House
Kurtz, (2008) Principles of Marketing,
8 Book
Cengage Learning, India