BA5207

Marketing Management

HBS > Professional Core > Marketing Management
Course ID
BA5207
Level
Post Graduation
Semester
Semester II

OBJECTIVES:
• Developing an understanding of ideas and nuances of modern marketing.
• Describe the process to formulate and manage the B2B marketing strategy including all key components.
• Explain the techniques to conduct market analysis practices including market segmentation and targeting.
• Compare and contrast different perspectives that characterize the study of consumer behavior.
• Explain the role of IMC in the overall marketing program.

UNIT I INTRODUCTION
Marketing – Definitions – Conceptual frame work – Marketing environment : Internal and External – Marketing interface with other functional areas – Production, Finance, Human Relations Management, Information System. Marketing in global environment – Prospects and Challenges.

UNIT II MARKETING STRATEGY
Marketing strategy formulations – Key Drivers of Marketing Strategies – Strategies for Industrial Marketing – Consumer Marketing –– Services marketing – Competitor analysis – Analysis of consumer and industrial markets – Strategic Marketing Mix components.

UNIT III MARKETING MIX DECISIONS
Product planning and development – Product life cycle – New product Development and Management – Market Segmentation – Targeting and Positioning – Channel Management – Advertising and sales promotions – Pricing Objectives, Policies and methods.

UNIT IV BUYER BEHAVIOUR
Understanding industrial and individual buyer behavior – Influencing factors – Buyer Behaviour Models – Online buyer behaviour – Building and measuring customer satisfaction – Customer relationships management – Customer acquisition, Retaining, Defection.

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

TOTAL: 60 PERIODS

OUTCOMES:
• knowledge of analytical skills in solving marketing related problems.
• Awareness of marketing management process.

REFERENCES :

  1. Philip Kotler and Kevin Lane Keller, Marketing Management, PHI 14th Edition, 2012.
  2. KS Chandrasekar, “Marketing management-Text and Cases”, Tata McGraw Hill, First edition,2010.
  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 and Kelly Page, Marketing, Oxford University Press, 2nd Edition,2011.
  5. Micheal R.Czinkota & Masaaki Kotabe, Marketing Management, Cengage, 2000.