Marketing Management - MB25C10

MB25C10:

Marketing Management

Course Objectives:

This course aims to develop a comprehensive understanding of marketing fundamentals, strategic planning, and marketing mix decisions in dynamic global and digital environments. Students will learn to analyze buyer behavior, develop market-driven strategies, and apply contemporary tools in digital and social media marketing. The course also equips learners with skills in customer relationship management, ethical marketing practices, and data-driven decision-making. Emphasis is placed on real-world application through case analysis, marketing research, and simulations aligned with global and Indian Business scenarios.

Foundations of Marketing and Business Environment

Defining Marketing − Core concepts in Marketing – Evolution of Marketing − Marketing Planning Process − Scanning Business environment: Internal and External − Value chain − Core Competencies – PESTEL − SWOT Analysis − Marketing interface with other functional areas – Production, Finance, Human Relations Management, Information System − Marketing in global environment – International Marketing − Rural Marketing − Prospects and Challenges.

Strategic Marketing and Market Segmentation

Marketing strategy formulations – Key Drivers of Marketing Strategies - Strategies for Industrial Marketing – Consumer Marketing − Services marketing – Competition Analysis − Analysis of consumer and industrial markets − Influence of Economic and Behavioral Factors − Strategic Marketing Mix components.

Product, Pricing, and Channel Decisions

Product planning and development – Product life cycle – New product Development and Management – Defining Market Segmentation – Targeting and Positioning − Brand Positioning and Differentiation – Channel Management – Managing Integrated Marketing Channels – Managing Retailing, Wholesaling and Logistics − Advertising and Sales Promotions – Pricing OBJECTIVE, Policies and Methods

Consumer and Organizational Buyer Behavior

Understanding Industrial and Consumer Buyer Behavior − Influencing factors – Buyer Behaviour Models – Online buyer behaviour − Building and measuring customer satisfaction – Customer relationships management – Customer acquisition, Retaining, Defection − Creating Long Term Loyalty Relationships.

Marketing Research and Data-Driven Decision Making

Marketing Information System – Marketing Research Process – Concepts and applications: Product – Advertising – Promotion – Consumer Behaviour – Retail research – Customer driven organizations - Cause related marketing − Ethics in marketing – Online marketing trends - social media and digital marketing.

Contemporary Trends and Ethical Marketing

Cause-Related and Sustainable Marketing – Ethical and Legal Aspects in Marketing – Green Marketing – Social Media Marketing – Influencer and Content Marketing – Mobile and Digital Marketing Trends – Personalization and Marketing Automation – Emerging Tools in Digital Marketing (SEO, SEM, Email, Analytics) – Customer-Centric Marketing Organizations.

References:

1. Philip Kotler & Kevin Lane Keller, Marketing Management, 16th Ed., Pearson, 2022

2. Paul Baines, Chris Fill, Kelly Page, Marketing, Oxford University Press, 6th Ed., 2023

3. V.S. Ramaswamy & S. Namakumari, Marketing Management: Global Perspective Indian Context, Macmillan, 7th Ed., 2023

4. Lamb, Hair, Sharma, McDaniel, Marketing: South Asian Perspective, Cengage Learning, 2012

5. K.S. Chandrasekar, Marketing Management – Text and Cases, Tata McGraw Hill, 2012

6. Rajan Saxena, Marketing Management, McGraw Hill Education, 6th Ed., 2023

7. Michael Solomon, Consumer Behavior: Buying, Having, and Being, Pearson, 14th Ed., 2023

8. Jean-Noël Kapferer, The New Strategic Brand Management, Kogan Page, 6th Ed., 2020

Course Outcomes

On successful completion of this course, students will be able to: 

● CO1: Demonstrate conceptual knowledge of marketing fundamentals, strategic marketing, product and pricing decisions, consumer behavior, marketing research, and contemporary trends like digital and ethical marketing.

● CO2: Interpret and relate marketing concepts, environmental analysis, strategic marketing mix components, consumer behavior models, and marketing research processes to understand the dynamics of a market.

● CO3: Apply marketing principles to develop market segmentation, targeting, and positioning strategies; design product, pricing, and channel decisions; and create customer relationship management programs.

● CO4: Analyze the marketing environment, strategic marketing mix components, consumer and industrial buyer behavior, and marketing information systems to make data-driven decisions and develop effective marketing strategies.

● CO5: Evaluate the effectiveness of different marketing strategies, including product and pricing decisions, advertising campaigns, and digital marketing trends, to build a competitive and sustainable brand.

● CO6: Develop a comprehensive marketing strategy by integrating knowledge of marketing fundamentals, consumer behavior, market research, and emerging digital and ethical practices to achieve organizational goals.