The document outlines the Marketing Management course (B22MB0202) offered by the School of Management Studies, detailing its objectives, outcomes, syllabus, and teaching methods. Key topics include marketing concepts, consumer behavior, marketing mix, segmentation, targeting, positioning, and competitive strategies. The course aims to equip students with essential marketing knowledge and skills applicable in business contexts.
The document outlines the Marketing Management course (B22MB0202) offered by the School of Management Studies, detailing its objectives, outcomes, syllabus, and teaching methods. Key topics include marketing concepts, consumer behavior, marketing mix, segmentation, targeting, positioning, and competitive strategies. The course aims to equip students with essential marketing knowledge and skills applicable in business contexts.
The document outlines the Marketing Management course (B22MB0202) offered by the School of Management Studies, detailing its objectives, outcomes, syllabus, and teaching methods. Key topics include marketing concepts, consumer behavior, marketing mix, segmentation, targeting, positioning, and competitive strategies. The course aims to equip students with essential marketing knowledge and skills applicable in business contexts.
The document outlines the Marketing Management course (B22MB0202) offered by the School of Management Studies, detailing its objectives, outcomes, syllabus, and teaching methods. Key topics include marketing concepts, consumer behavior, marketing mix, segmentation, targeting, positioning, and competitive strategies. The course aims to equip students with essential marketing knowledge and skills applicable in business contexts.
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MARKETING MANAGEMENT
B22MB0202 SCHOOL OF MANAGEMENT STUDIES Program: BBA DUAL SPECIALIZATION Course Title: MARKETING MANAGEMENT Course Code: B22MB0202 Course Type: HC Course Presenter: PROF. ABHISHEK DUTTAGUPTA Semester & Section: II (DS) A & E Academic Year: 2022-23 (EVEN) Course Pre-requisites: N/A L T P: [3] [ 1] [ 0] Pedagogy: ICT, GROUP DISCUSSION, CASE STUDIES, RESEARCH & E- CONTENT Course Objectives: 1. To provide basic knowledge of concepts, principles, tools and techniques of marketing 2. To give detailed knowledge about marketing environment and consumer behavior 3. To create deep understanding about the marketing mix 4. To make students aware about segmentation, positioning and competitive dynamics Course Outcomes: CO1: Describe the concepts, principles, tools and techniques of marketing CO2: Analyze the marketing environment and consumer behavior dimensions CO3: Apply the knowledge of marketing mix in business applications CO4: Explain the concepts of segmentation, positioning and Syllabus: Units Detailed Syllabus CO PO Unit- Introduction to Marketing 1 1 1 Meaning & Definition – Goals – Concepts of Marketing – Approaches of Marketing – Functions of Marketing, Core Marketing Concepts, Role of Strategic Planning in Marketing, and Recent trends in Marketing Unit- Marketing Environment and Consumer Behaviour 2 6 2 Marketing Research process; Importance of Macro & Micro environment (trends), factors measuring and forecasting Market Demand, Factors Influencing Consumer Behavior, Buying Decision Process, Difference between Business Market and Consumer Market. Unit- Marketing Mix 3 6 3 Meaning, Elements, Product, Product Mix, Product Line, New product Development, PLC: Design Marketing Strategies for each Stage of the Product Lifecycle; Branding, Packaging, Labeling, Pricing – Objectives, Factors influencing Pricing Policy and Methods of Pricing. Process of Pricing; Physical Distribution – Meaning – Types of Marketing channel, Factors affecting Channel Selection –Promotion – Meaning and Significance of Promotion Mix: Advertising, Sales Promotion, Personal Selling, Public Relations and Publicity Unit- Segmentation, Targeting, Positioning, and Competitive Dynamics 4 4 4 Segment Consumer Markets based on Demographic Variables, Psychographic Variables, Behavioral Variables; Segmenting Business Markets, Effective segmentation criteria and Targeting Strategies; Examine Competitive Strategies for Market Leaders, Examine Competitive Reference Books: 1. Principles Of Marketing, Philip T. Kotler, 16th Edition, Pearson Publishing House. 2. A Framework For Marketing Management, Armstrong Gary, Kotler Philip 13th Edition, Pearson Education. 3. Marketing Management Global Perspective Indian Context, V S RamaSwamy & S NamaKumari, 4th Edition, Macmillan Publishers India Ltd. 4. W Stanton, B Walker, M Etzel, A Pandit, Marketing Concepts And Cases,13th Edition, Tata Mcgraw - Hill. 5. Marketing Management: A South Asian Perspective, Kotler, Koshy, Keller and Jha,13th Edition Pearson. E-Resources: 1. https://ocw.mit.edu/courses/sloan-school-of-management/15-810-marketing-man agement-fall-2010/lecture-notes/ 2. https://ocw.mit.edu/courses/sloan-school-of-management/15-810-marketing-man agement-fall-2010/download-course-materials/
Suggested Readings Unit wise:
1. Marketing Management: A South Asian Perspective, Kotler, Koshy, Keller and Jha,15th Edition Pearson. 2. Marketing, Paul Baines, Chris Fill, Kelly Page, 2011, Oxford University Press Presentation Topics: 1. Presentation on Unleashing Market Potential: Segmentation, Targeting, and Competitive Positioning Strategies for Success.
Assignment:
Adobe Acrobat Document "The aim of marketing is to know and understand the customer so well that the product or service fits them and sells itself." - Peter Drucker
"Your brand is what other people say about you when you're not in the room." - Jeff Bezos
"Marketing is no longer about the stuff that you make, but about the stories you tell." - Seth Godin MARKET SEGMENTATION
• Identify Bases For Segmenting The Market
• Develop Segment Profiles
MARKET SEGMENTATION – IMPORTANCE
• Greater company focus
• Better serve a customer’s needs and wants
• Market competitiveness
• Market expansion
• Targeted communication MARKET SEGMENTATION BASIS
