Course Syllabus
Course Information
Programme Code : 6M51
Programme Name : MBA
Course Code : MBA105-22
Course Title : Marketing Management - I
Course Planner : Dr. Nikhil Monga 17947
Course Focus : Theoretical
Course L: 4 T: 0 P: 0 Credits : 4
Information:
CA Category: A0203
Course Outcomes
CO Outcome Description Bloom Level
1 Analyze core marketing concepts and their applications in real market Remember
scenario.
2 Analyse
Estimate the impact in market planning strategy and practices, respond to
environmental and competitive changes.
3 Analyse various situations and decisions involving segmentation, targeting and Analyse
positioning.
4 Evaluate
Use the fundamentals of marketing research and its applications.
5 Ability to Competitors analysis, Build awareness and credibility for the new Remember
product and the company.
Course Syllabi
Unit Chapter Title Topics Hours
Unit-I Introduction to Understanding marketing management : scope
Marketing of marketing. core marketing concepts, evolution
Management of modern marketing concepts and new
marketing orientations, company orientations
toward the marketplace. Creating a marketing
mix : marketing mix, 4 Ps of marketing, creating 14
customer value, communication and delivering
value and Porter’s chain analysis model,
marketing innovation, business unit strategic
planning
planning process
Unit-II Marketing Micro and macro environment, economic, 12
Environment demographic, social, technological, political and
ecological environment, impact of the marketing
environment on marketing decisions
Conducting marketing research : the scope of
marketing research, the marketing research
process, measuring marketing productivity
Unit- Understanding Consumer roles, need for studying consumer
III consumer behavior, influences, buying motives, stages of
behaviour buying decision process, business market vs. 10
consumer market and steps in organization buying
process
Unit- Identifying market Bases for segmenting consumer market, steps in
IV segments the segmentation process, evaluating and selecting
the market segment, effective segmentation
criteria. Targeting and positioning of markets :
criteria of effective target market segmentation,
targeting market selection, understanding 14
positioning and establishing brand positioning,
value proposition, choosing a competitive frame
of reference, identifying potential points-of-
difference and points-of- parity.
Unit-V Promotion Tapping into global markets : deciding whether to
Decisions go abroad, deciding which markets to enter,
deciding how to enter the market. Setting product
strategy : product characteristics and
12
classifications, differentiation, the product
hierarchy, product systems and mixes.
Developing pricing strategies and program : a
changing pricing environment, setting the price
Unit- Emerging Trends in Managing a Holistic marketing
VI Marketing: organization for long run : trends in
marketing practices, marketing
implementation and control. Future of
marketing : neuro marketing, artificial
12
intelligence. Managing retailing,
wholesaling and logistics : retailing, types
of retailers, the modern retail marketing
environment, trends in wholesaling,
integrated logistics systems.
Text Books
S.no. Book Title Author Edition ISBN Publisher
1 Kotler on Marketing Philip Kotler 2nd 978- Pearson
1476787909
Reference Books
S.no. Book Title Author Edition ISBN Publisher
1 Marketing Management: V. S. 6th 978- Sage
Indian Context Global Ramaswamy and S 9352807383 Publication
Perspective . Namakumari
2 Marketing Management: An Philip Kotler 6th 978- Pearson Ed
Asian Perspective 9810687977 Asia
Applicable MOOCs
S.no MOOCS Title Provider Start Date End Date Equivalence
.
Applicable Guest Lectures, Educational Visits
S.no Guest Lecture Title Expert Mode Start End Date Venue
. Date
