Syllabus (BUSINESS ADMINISTRATION)

Course Type: MAJ-3

Semester: 3

Course Code: BBBAMAJ03T

Course Title: Marketing Management

(L-P-Tu): 5-0-1

Credit: 6

Practical/Theory: Theory

Course Objective: The purpose of this course is to develop an understanding of the underlying concepts, scope, function, nature, trend, activities, challenges, strategies and the issues involved in the marketing of products and services.

Learning Outcome: On completion of this course, learners will understand concepts, nature, and functions of marketing, analyse marketing environment and create marketing strategy by STP concept, take decisions of marketing mix as product, Pricing, placing with channels and positioning by understanding consumer behaviour, describe recent trend of marketing and explain marketing strategy using 7 p’s of marketing.

Unit 1: Introduction (Lectures: 12)

Concept, nature and scope of marketing management, Core marketing concepts, Marketing environment, Marketing vs. Selling, SWOT analysis, Marketing mix, Marketing myopia, Relationship between marketing and other functional departments, Recent trends in marketing in India.

Unit 2: Marketing Strategy and Consumer Behaviour (Lectures: 15)

Marketing strategies; Segmentation, Targeting and Positioning (STP) for competitive advantages, Marketing Information System and Marketing Research.
Consumer Behavior, Types of Consumers, Factors influencing Consumer Behavior, Consumer Decision Making Process.

Unit 3: Product and Product Pricing (Lectures: 18)

Concept of product, Product line, Product mix, Product life cycle (PLC), Steps in new product development, Consumer Adoption Process, Branding and Packaging decisions; Pricing of products- Meaning, Objectives, Considerations, Strategies and Methods, Factors affecting pricing decisions.

Unit 4: Marketing Channel (Lectures: 15)

Nature and functions of distribution channels, Levels of Marketing Channels, Managing marketing channels, Channel design decisions, Managing retailing, Wholesaling and market logistics.

Unit 5: Trends in Marketing (Lectures: 15)

Global Marketing, Direct Marketing, Tele Marketing, Marketing on the Web, Green Marketing; Social Marketing, Rural Marketing, Services Marketing, Classifications and Characteristics of Services; Additional P’s of Services Marketing Mix; Environmental and ethical issues in marketing; Consumerism.

Suggested Readings:

Bose, Biplab S., Marketing Management, Himalaya Publishing House.

Bose, Chandra, Modern Marketing: Principles and Practice, PHI Learning.

Chhabra, T.N. & Grover, S.K., Marketing Management, Dhanpat Rai & Company, New Delhi.

Datta, D. & Datta, M., Marketing Management, Vrindha Publications.

Gupta, C.B. & Nair, N.R., Marketing Management, Sultan Chand & Sons.

Jain, Subash C. & Haley, George T., Marketing: Planning and Strategy, Cengage Learning.

Kapil, Case Studies in Marketing, Pearson Education.

Kapoor, D.C., Marketing and Sales Management, S. Chand & Co.

Karunakaran, K., Marketing Management, Himalaya Publishing House.

Kotler, Philip, Marketing Management, PHI Learning..

Kumar, Arun & Meenakshi, N., Marketing Management, Vikas Publishing House.

Iacobucci and Kapoor, Marketing Management: A South Asian Perspective, Cengage Learning.

Lal Jawahar, Marketing Management: Text and Cases, Mc-Graw Hill Education.

Palmer, Introduction to Marketing: Theory and Practice, Oxford University Press.

Pillai, R.S.N. & Bagavathi, V., Modern Marketing Principles and Practices, S. Chand & Co.

Pradhan Debasis, Marketing Management: A Casebook. Cengage Learning.

Purshothama, M.K. & Mahesh Kumar K. R., Consumer Behaviour and Marketing Research, Himalaya Publishing House.

Rajagopal, Marketing Management: Text and Cases, Vikas Publishing House.

Ramaswamy, V.S. and Namakumari, S. Marketing Management, McMillan India Ltd.

Rudani, R.B., Basics of Marketing Management, S. Chand & Co.

Sherlekar, S.A., Marketing Management, Himalaya Publishing House.

Venugopal, P., Marketing Management, Sage.

Winer, R.S., Marketing Management, Pearson Education.