BA 4207

Marketing Management

HBS > Professional Core > Marketing Management
Course ID
BA 4207
Level
Post Graduation
Semester
Semester II

OBJECTIVES:
• To understand the changing business environment and the fundamental premise underlying
market driven strategies.
•  To identify the indicators of management thoughts and practices.

UNIT I INTRODUCTION
Defining Marketing − Core concepts in Marketing – Evolution of Marketing − Marketing Planning Process − Scanning Business environment: Internal and External − Value chain − Core Competencies – PESTEL − SWOT Analysis − Marketing interface with other functional areas – Production, Finance, Human Relations Management, Information System − Marketing in global environment – International Marketing − Rural Marketing − Prospects and Challenges.

UNIT II MARKETING STRATEGY
Marketing strategy formulations – Key Drivers of Marketing Strategies – Strategies for Industrial Marketing – Consumer Marketing − Services marketing – Competition Analysis − Analysis of consumer and industrial markets − Influence of Economic and Behavioral Factors − Strategic Marketing Mix components.

UNIT III MARKETING MIX DECISIONS
Product planning and development – Product life cycle – New product Development and Management  Defining Market Segmentation – Targeting and Positioning − Brand Positioning and Differentiation – Channel Management – Managing Integrated Marketing Channels − Managing Retailing, Wholesaling and Logistics − Advertising and Sales Promotions – Pricing Objectives, Policies and Methods

UNIT IV BUYER BEHAVIOUR
Understanding Industrial and Consumer Buyer Behavior − Influencing factors – Buyer Behaviour Models – Online buyer behaviour − Building and measuring customer satisfaction – Customer relationships management – Customer acquisition, Retaining, Defection − Creating Long Term Loyalty Relationships.

UNIT V MARKETING RESEARCH & TRENDS IN MARKETING
Marketing Information System – Marketing Research Process – Concepts and applications: Product  Advertising – Promotion – Consumer Behaviour – Retail research – Customer driven organizations – Cause related marketing − Ethics in marketing – Online marketing trends – social media and digital marketing

TOTAL: 45 PERIODS

OUTCOMES:
• Applied knowledge of contemporary marketing theories to the demands of business and
management practice.
•  Enhanced knowledge of marketing strategies for consumer and industrial marketing
•  Deep understanding of choice of marketing mix elements and managing integrated marketing channels
•  Ability to analyze the nature of consumer buying behaviour
•  Understanding of the marketing research and new trends in the arena of marketing

REFERENCES :

1. Philip T. Kotler and Kevin Lane Keller, Marketing Management, Prentice Hall India, 15th Edition, 2017.
2. KS Chandrasekar, “Marketing management-Text and Cases”, Tata McGraw Hill Education, 2012
3. Lamb, Hair, Sharma, Mc Daniel– Marketing – An Innovative approach to learning and teaching-
A south Asian perspective, Cengage Learning, 2012.
4. Paul Baines, Chris Fill, Kelly Page, Marketing, Asian edition, Oxford University Press,5 th edition, 2019.
5. Ramasamy, V.S, Namakumari, S, Marketing Management: Global Perspective Indian Context, Macmillan Education, New Delhi, 6 th edition, 2018.
6. A. NAG, Marketing successfully- A Professional Perspective, Macmillan 2008.
7. Micheal R.Czinkota, Masaaki Kotabe, Marketing Management, Vikas Thomson Learning, 2nd edition 2006.
8. Philip Kotler , Gay Armstrong, Prafulla Agnihotri, Principles of marketing, 7 th edition, 2018.