.

KARPAGAM INSTITUTE OF TECHNOLOGY COIMBATORE -641 105 DEPARTMENT OF MANAGEMENT STUDIES MBA I YEAR SEMESTER 1 (2010-12) 108390011 - MARKETING MANAGEMENT LESSION PLAN Name of the Faculty: M.Lors Porseena Course Objective: Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Kotler. Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably. The Chartered Institute of Marketing (CIM). Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints technical (economic) and ethical (social) - create the transactions or flows which resolve market separations and result in exchange and consumption. Bartles. Hourly Plan of topics to be covered:
Hour No 1 2 3 4 5 6 7 Topics to be covered References Unit I Introduction to MarketingIntroduction to Marketing;-Definition Books 1,2 Nature and Scope Perspectives Philosophies Marketing Vs Selling Value perspective Marketing environment Global Marketing Interface with other Functional Areas Assignment and Selfstudy Assignment (1) Micro and macro environments

Marketing in a Globalised Environment.

Unit II Segmentation, Targeting and Positioning Market segmentation 9 10 11 Targeting Positioning

12

Marketing Mix Assignment (2) Books 1,2 Segmentations and targeting

13

Buying behavior-Definition

14

Buying Population

15

Buying Motives,

16

Buying Decision

17

Buying Participants, Buying Process Unit III Product Management

18 19 20 21 22 23 24

Introduction- Value Product levels, Components, Types Product Life Cycle Product Mix Product-line Branding New Product Development

Books 1,2

Assignment (3) New product development strategy

25 26 27

Packaging Pricing Strategy : Introduction, Objectives Methods, Factors-Adopting Price Responding to Competitors Price changes Unit-IV Marketing Channels Introduction & Levels of marketing channels Functions & Channel Flows Channel Design Decisions Distribution Management: Introduction Concept & Objectives of distribution Functional Areas Value Chain Retailing, Direct Marketing and Wholesaling. Unit V Promotion Management Advertising, Publicity and Public relations Sales Promotion Personal Selling On line Marketing Web based Marketing programmes Customer Relationship Management Marketing of Non, business organization &Viral marketing Assignment (5) Pricing techniques Books 1,2 Books 1,2, Assignment (4) Types of marketing channel and its advantage

28 29 30 31 32 33 34 35

36 37 38 39 40 41 42

Seminar seminar

Revision/discussion 44 45 Revision Revision

Book no 1 2

Author name Kotler,Keller,Koshy s.jayachandran

REFERENCES Book name Marketing Management Marketing Management

Publication Pearson Education Excel books

Edition 2010 1st edition