Marketing Management (elective)

Paper Code: 
FTT 143 B
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  • To introduce researchers to the elements of marketing analysis: marketing environment analysis, customer analysis.
  • To familiarize researchers to the generic business strategies and strategic marketing decisions for profitable delivery of superior value to the customers.
  • To impart knowledge of merchandising in the apparel industry.
     
12.00
Unit I: 
Marketing Management: An Introduction

Meaning and Definition, Selling vs. Marketing, Nature and Scope of Marketing.
Core Marketing Concepts, Marketing Philosophies.
Marketing-Mix Strategy, Marketing Environment Analysis, Marketing Management Tasks, Developing Marketing Strategies and Plans.
Consumer Behavior Influences and Buying Decision Process.
 

12.00
Unit II: 
  • Marketing Segmentation, Targeting and Positioning Strategy
  • Marketing Research Process, Importance and Application.
  • Levels and Bases of Market Segmentation, Selecting Market Segments and Targeting.
  • Developing and Communicating Positioning Strategy
     
12.00
Unit III: 
  • Product Planning, Branding and Pricing Strategies
  • Product Life-Cycle Marketing Strategies, Product Characteristics and Classifications.
  • Concept of Product-Mix, Product-Line Decisions
  • Branding, Brand Management, Brand Equity, Packaging and Labelling.
  • New Product Development Process.
     
12.00
Unit IV: 
Managing Integrated Marketing Communications and Distribution Channels
  • Introduction to Integrated Marketing Communications, Advertising, Sales-Promotion, Public Relations and Personal Selling.
  • Role of Marketing Channels, Channel-Design Decisions, Channel- Management Decisions, Channel Integration and Systems, Channel Conflict and Co-operation
     
12.00
Unit V: 
Developing Competitive Marketing Strategy and Managing the Marketing Effort
  • Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers.
  • Marketing Organization, Control of Marketing Operations, Objectives, Benefits and Techniques.
  • Customer Relationship Management.
     
Essential Readings: 
  • Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha : Marketing
  • Management (Twelfth Edition), A South Asian Perspective; Pearson Education
  • (Singapore) Pvt. Ltd. 2007.
  • Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.
     
References: 
  • Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, 2nd
  • edition, PHI Learning Private Ltd.
  • John Mullins, Orville C. Walker, Harper W. Boyd, Marketing Management-A
  • Strategic Decision-Making Approach, Tata McGraw Hill, 2010
  • Chandra Bose, Modern Marketing: Principles and Practice, PHI Learning Private
  • Ltd., 2010
  • Quinn & Byron, Superior Customer Service: The Prompt approach to Success, PHI
  • Learning Pvt. Ltd.
  • Greg W. Marshall, Mark W. Johnson, Marketing Management, Tata McGraw Hill.
  • Kevin Lane Keller: Strategic Brand Management; Pearson Education.
  • David A.Aaker: Building Strong Brands; The Free Press.
  • S. Ramesh Kumar: Managing Indian Brands, Vikas Publishing House.
  • Rajiv Lal, John A. Quelch, V. Kasturi Rangan, Marketing Management Text and
  • Cases, Tata McGraw-Hill, Special Indian Edition.
  • William D Perreault, E Jeromme Mc Carthy, Basic Marketing, 15/e, A Global
  • Marketing, Tata McGraw Hill, Special Indian Edition.
  • Arun Kumar, N Meenakshi, Marketing Management, Vikas Publishing House Pvt. Ltd., 2006.
  • Rajendra Nargundkar, Tapan K. Panda, Marketing Strategies for emerging markets,
  • Excel Books, 2005.
     
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