The pre requisite for this course is Fundamentals of Marketing and students should have a very
sound background of marketing concepts and their application. Participants of the course are advised
for being interactive and regularly attend class sessions as it will help them in understanding the
course content in continuation.
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After studying this course the students should be able to:
In this course, students develop a critical appreciation of the basic concepts and techniques of
marketing management and strategy with an emphasis on creating customer value and building
customer relationships. The course develops concepts and skills necessary for marketing decisionmaking and illustrates how various decision-making tools apply to actual business situations. The
goal of this course is to develop a disciplined process for addressing marketing issues and problems
in a variety of settings, and to give students the tools and background necessary to think through
marketing problems. Through the use of a marketing plan project, students are encouraged to apply
the concepts and generalizations to a real life product or service.
After studying this course the students should be able to: Understand Marketing Management &
develop Marketing Plans . Comprehend Market insights by scanning the environment. Analyze
customer needs for crafting customer value, satisfaction & loyalty. Identify market segments &
targets. Learn to build strong brand equities and brand positioning dealing with competition. Develop
product plans along with designing & managing services. Design and manage Integrated Marketing
communication using promotional mix including Advertisement, Sales Promotion and Personal
Selling & Public Relations
Lectures Reading Material Guest Speakers Industrial / Corporate Visits Skills Development Exercises
Project Report / Term Paper Recommended Text Suplementary Texts Periodical Watch Exercises /
Seminars Documentaries / Movies Handouts Case Studies Any other Teaching-Learning Tool
A copy of the course pack will be available at your campus book store by CPS
Exam Type
Percentage(%) Consideration
Quiz
Take Average of
All
Assignments
Take Average of
All
ProjectPresentation
15
Take Average of
All
Mid Term
30
Take Average of
All
Final Term
40
Take Average of
All
Case Study
Take Average of
All
Week
Contents
Define Marketing for the 21st Century:
The Importance of Marketing
The Scope of Marketing
Core Marketing Concepts
The New Marketing Realities
Company Orientation toward the Marketplace
Updating The Four Ps
Marketing Management Tasks
Developing Marketing Strategies and Plans:
Marketing and Customer Value
Corporate and Division Strategic Planning
Business Unit Strategic Planning
Product Planning: The Nature and Contents of a
Marketing Plan
Collecting Information and Forecasting Demand:
Components of a Modern Marketing Information System
Internal Records
Marketing Intelligence
Analyzing the Macroenvironment
Forecasting and Demand Measurement
Conduct Marketing Research:
The Marketing Research System
The Marketing Research Process
Measuring Marketing Productivity Creating Long-term
Loyalty Relationships:
Building Customer Value, Satisfaction, and Loyalty
Maximizing Customer Lifetime Value
Customer Database and Database Marketing
Analyzing Consumer Markets:
What Influences Consumer Behavior?
Key Psychological Processes
The Buying Decision Process: The Five-Stage Model
Behavioral Decision Theory and Behavioral Economics
Analyzing Business Markets:
What is Organizational Buying?
Participants in the Business Buying Process
The Purchasing/Procurement Process
Stages in the Buying Process
Managing Business-to-Business Customer Relationships
Tasks/Activities
Assignment-1
Quiz-1
Institutional and Government Markets
Identifying Market Segments and Targets:
Bases for Segmenting Consumer Markets
Bases for Segmenting Business Markets
Market Targeting Creating Brand Equity:
What is Brand Equity?
Building Brand Equity
Measuring Brand Equity
Managing Brand Equity
Devising a Branding Strategy
Customer Equity
Crafting the Brand Positioning:
Developing and Establishing a Brand Positioning
Differentiation Strategies
Positioning and Branding a Small Business Competitive
Dynamics:
Competitive Strategies for Market Leaders
Other Competitive Strategies
Product Life-Cycle Marketing Strategies
Marketing in an Economic Downturn
Setting Product Strategy:
Product Characteristics and Classifications
Product and Services Differentiation
Design
Product and Brand Relationships
Packaging, Labeling, Warranties, and Guarantees
MID TERM
10
Designing and Managing Services:
The Nature of Services
The New Services Realities
Achieving Excellence in Services Marketing
Managing Services Quality
Managing Product-Support Services
11
Developing Pricing Strategies and Programs:
Understanding Pricing
Setting the Price
Adapting the Price
Initiating and Responding to Price Changes Designing
and Managing Integrated Marketing Channels:
Marketing Channels and Value Networks
The Role of marketing Channels
Channel-Design Decisions
Channel-Management Decisions
Channel Integration and Systems
Conflict, Cooperation, and Competition
E-Commerce Marketing Practices
M-Commerce marketing Practices
12
Managing Retailing, Wholesaling, and Logistics:
Retailing
Private Labels
Wholesaling
Market Logistics Designing and Managing Integrated
Marketing Communications:
The Role of Marketing Communications
Developing Effective Communications
Deciding on the Marketing Communications Mix
Assignment-2
Quiz -2
Managing the Integrated Marketing Communications
Process
13
Managing Mass Communications: Advertising, Sales
Promotions, Events and Experiences, and Public Relations
Developing and Managing an Advertising Program
Deciding on Media and Measuring Effectiveness
Sales Promotion
Events and Experiences
Public Relations
14
Managing Personal Communications: Direct and Interactive
Marketing, Word of Mouth, and Personal Selling
Direct Marketing
Interactive Marketing
Word of Mouth
Designing the Sales Force
Managing the Sales Force
Principles of Personal Selling
15
Introducing New Market Offerings:
New Product Options
Challenges in New-Product Development
Organizational Arrangements
Managing the Development Process: Ideas
Managing the Development Process: Concept to
Strategy
Managing the Development Process: Development to
Commercialization
The Consumer-Adoption Process
16
Tapping into Global Markets:
Competing on a Global Basis
Deciding Whether to Go Abroad
Deciding Which Markets to Enter
Deciding How to Enter the Market
Deciding on the Marketing Program
Country-of-Origin Effects
Deciding on the Marketing Organization Managing a
Holistic Marketing Organization for the Long Run
Trends in Marketing Practices
Internal Marketing
Socially Responsible Marketing
Marketing Implementation and Control
The Future of Marketing
17
FINAL TERM
Project & Presentation
