[go: up one dir, main page]
Scribd
Upload
63 views5 pages

Gujarat Technological University: Master of Business Administration

Uploaded by

Aniket Patel

This document outlines the course details for Marketing Management, including: 1) The course aims to help students understand marketing concepts and apply them, analyze problems, and consider ethics. It will also improve communication and advocacy skills. 2) The 40-session course covers topics like the marketing mix, segmentation, competition, products, pricing, distribution, and communications. 3) Students will be evaluated through internal and external assessments, including a mid-term exam, end-term exam, class participation, and assignments.

Copyright:

© All Rights Reserved
Download as PDF, TXT or read online from Scribd
Download as pdf or txt

Gujarat Technological University: Master of Business Administration

Uploaded by

Aniket Patel
63 views5 pages
This document outlines the course details for Marketing Management, including: 1) The course aims to help students understand marketing concepts and apply them, analyze problems, and consider ethics. It will also improve communication and advocacy skills. 2) The 40-session course covers topics like the marketing mix, segmentation, competition, products, pricing, distribution, and communications. 3) Students will be evaluated through internal and external assessments, including a mid-term exam, end-term exam, class participation, and assignments.

Original Title

4529203

Copyright

© © All Rights Reserved

Available Formats

PDF, TXT or read online from Scribd

Did you find this document useful?

Is this content inappropriate?

This document outlines the course details for Marketing Management, including: 1) The course aims to help students understand marketing concepts and apply them, analyze problems, and consider ethics. It will also improve communication and advocacy skills. 2) The 40-session course covers topics like the marketing mix, segmentation, competition, products, pricing, distribution, and communications. 3) Students will be evaluated through internal and external assessments, including a mid-term exam, end-term exam, class participation, and assignments.

Copyright:

© All Rights Reserved
Download as PDF, TXT or read online from Scribd
Download as pdf or txt
63 views5 pages

Gujarat Technological University: Master of Business Administration

Uploaded by

Aniket Patel
This document outlines the course details for Marketing Management, including: 1) The course aims to help students understand marketing concepts and apply them, analyze problems, and consider ethics. It will also improve communication and advocacy skills. 2) The 40-session course covers topics like the marketing mix, segmentation, competition, products, pricing, distribution, and communications. 3) Students will be evaluated through internal and external assessments, including a mid-term exam, end-term exam, class participation, and assignments.

Copyright:

© All Rights Reserved
Download as PDF, TXT or read online from Scribd
Download as pdf or txt
You are on page 1/ 5

GUJARAT TECHNOLOGICAL UNIVERSITY

MASTER OF BUSINESS ADMINISTRATION


Year – 1 (Semester – II) (W.E.F. Academic Year 2018-19)
Subject Name: Marketing Management (MM)
Subject Code: 4529203

1. Learning Outcomes:

Learning Outcome Component Learning Outcome


Business Environment and Domain  Understanding of the role and functions of marketing
Knowledge (BEDK) in an organization.
 Ability to apply the concepts and techniques to
Critical thinking, Business Analysis,
Problem Solving and Innovative various marketing contexts.
Solutions (CBPI)  Ability to analyse marketing problems and provide
solutions based on a critical examination of
marketing information.
Global Exposure and Cross-Cultural  Appreciation for the global nature of marketing and
Understanding (GECCU) appropriate measures to operate effectively in
international settings.
Social Responsiveness and Ethics  Evaluate and act upon the ethical and environmental
(SRE) concerns linked to marketing activities.
Effective Communication (EC)  Advance reasoned and factually supported arguments
effectively in written work and oral presentation.
Leadership and Teamwork (LT)  Demonstrate the ability to justify marketing strategies
and advocate a strategically informed position when
considering marketing plan implementation.

2. Course Duration: The course duration is of 40 sessions of 60 minutes each.

3. Course Contents:
Module Module Content No. of 70 Marks
No: Sessions (External
Evaluation)
Basics of Marketing Management
 Definition, Scope, Core Concepts, Tasks
I  Basic 4 P’s of Marketing Mix & Updated P’s of Marketing 10 17
Mix
 Company’s Orientation towards Marketplace
 Marketing as a value delivery process & Value Chain
 Content of a Marketing Plan (very briefly)
Capturing Marketing Insights
 Analyzing the macro-environment
Creating Customer Value:
 Customer Perceived value
 Cultivating Customer Relationship
Understanding Consumers’ Markets
 Factors affecting consumer buying Behaviour
 Key Psychological Processes
 Consumer Buying Decision Process
Understanding Business Markets
 Business v/s consumer markets
 Buying Situations, Participants
 Process
Segmentation, Targeting and Positioning (STP)
Segmentation:
 Bases of Segmenting Consumer Markets and Business
Markets
Targeting:
 Meaning, effective segmentation criteria, evaluating and
selecting the market segments
Positioning:
 Developing and establishing Brand Positioning
 Differentiation strategies
II Dealing with Competition 10 18
 Competitive Strategies – Leaders, Challengers, Followers,
Nichers
 Product Life Cycle (PLC) Strategies
Developing Product Strategy
 Product characteristics and Classification
 Product hierarchy
 Product system and mix
 Product Line and Length decisions
 Packaging, Labeling and Warranties
New Product Development:
 Process & Challenges
III Brand Management: 10 18
 Brand Equity
 Brand Equity Models – CBBE
 Devising Branding Strategies
o Branding decisions
o Co-branding and ingredient branding
o Brand extensions
Developing Services
 Definition, categories
 Distinctive Characteristics
 Service Differentiation
Pricing Decisions
 Consumer Psychology and Pricing
 Setting up the price
 Price Adaptation and Strategies
Managing Distribution Channels
 Marketing Channels
o Role, Importance
o Design & Management Decisions
o Channel Integration and Systems
Retailing, Wholesaling and Logistics Management

Managing Marketing Communications


 Role of Marketing Communication
 Developing Effective Communication
 Managing IMC

Managing Mass Communications


Advertising:
IV  5 M’s 10 17
Sales Promotions:
 Major sales promotion tools
Events, Experiences:
 Objectives and sponsorship decisions
PR:
 Functions and PR decisions
 Tools in marketing PR

Managing Personal Communications:


Direct Marketing:
 Benefits, different direct marketing channels
Interactive Marketing:
 Advantages and disadvantages
 Interactive marketing communication options
Word-of-mouth:
 Platforms – Social Media, Viral marketing, opinion
leaders
Personal Selling:
 Major steps in effective selling
Practical
 Studying the Market Segmentation bases used by
various companies to segment the markets for their
products.
 Studying distribution strategies of various companies
 Analyze a few new products / services launched (30 Marks
V ---
recently and their marketing mix CEC )
 Studying the product life cycle of various
products/brands with strategies adopted at various
level
 Compare and analyze marketing communications of a
few brands in the same product / service category

4. Pedagogy:
 ICT enabled Classroom teaching
 Case study
 Practical / live assignment
 Interactive class room discussions

5. Evaluation:
Students shall be evaluated on the following components:
Internal Evaluation (Internal Assessment- 50 Marks)
A  Continuous Evaluation Component 30 marks
 Class Presence & Participation 10 marks
 Quiz 10 marks
B Mid-Semester examination (Internal Assessment-30 Marks)
C End –Semester Examination (External Assessment-70 Marks)

6. Reference Books:
No. Author Name of the Book Publisher Year of
Publication /
Edition
th
Philip Kotler & Marketing Pearson 15 / Latest
1
Kevin Lane Keller Management Education
Principles of Marketing
Lamb, Hair, Sharma Cengage
2 – A South Asian Latest
& McDaniel Learning
Perspective
Stanton, Etzel & Fundamentals of
4 McGraw Hill Latest
Walker Marketing
Marketing
Kotler, Keller, Koshy Pearson
5 Management – A South Latest
and Jha Education
Asian Perspective
Arunkumar and Marketing Vikas
6 Latest
Meenakshi Management Publishing
Note: Wherever the standard books are not available for the topic appropriate print and online
resources, journals and books published by different authors may be prescribed.

7. List of Journals/Periodicals/Magazines/Newspapers, etc.


1. Journal of Marketing
2. Indian Journal of Marketing
3. Journal of Marketing Management
4. Journal of Retailing
5. Journal of Consumer Behaviour
6. Brand Equity

You might also like