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COURSE HANDOUT
Session/Semester: 2018-19/1st
3 2 0
Course Overview: The course will enable students to learn analytical skills required to
develop marketing plans and develop marketing mix elements in the international
environment. The conceptual material developed this course will be implemented through
class exercises and case studies.
Course Outcomes: By the end of the course, students shall be able to:
2. Learn how to apply different marketing tools and strategies in the context of
technology and knowledge-intensive markets.
Text Book:
Kotler,Keller,Koshy,Jha, Marketing Management– A South Asian Perspective, Pearson,
13th Edition, 2008.
Reference Books:
Kurtz, Principles of Marketing, Cengage Learning, India, 2008.
S. Neelamegham, Marketing In India, 3rd Edition, Vikas publishing house, 2009
Biplo Bose, Marketing Management, 2008, Himalaya Publishing House.
Paul Baines, Chris Fill, Kelly Page, Marketing, Oxford University Press, 1st Edition 2009
Rajan Saxena, Marketing Management, Tata McGraw-Hill Publishing, 2002
Lecture Plan
S.No Unit 1 Topic Lectures
1 I Marketing 3
1.1 Definition of Marketing
1.2 Importance, Scope of Marketing
1.3 What can be Marketed
1.4 Difference Between sales and Marketing
1.5 Marketing Management Orientations
5 II Strategic Planning 5
5.1 The Strategic Planning, Implementation,
and Control Processes
5.2 Division Strategic Planning
5.3 SBU’s
5.4 The Business Unit Strategic Planning
6. III Identifying with customers 6
6.1 Levels
6.2Segmenting Consumer Markets
6.3 Segmenting Business Markets Market
6.4 Targeting
7 III Customer Satisfaction, loyalty and value 4
7.1 Customer Perceived Value (CPV)
7.2 Customer satisfaction
7.3 Maximizing Customer Lifetime Value
7.4 Framework for CRM
8 IV Capturing Marketing Insights 4
8.1 MIS-components
8.2 Analysis of Macro Environment
8.3 Marketing Research process
8.4 Measuring marketing productivity
9 IV Forecasting and Demand Measurement 3
9.1 Measures of Market Demand
9.2 Estimating current demand
10 V Analysing the Demand 8
10.1 Factors Influencing Consumer behavior
10.2Stages in Buying decision Process
10.3 Post Purchase Behaviour
10.4 Theories of consumer decision making
10.5 Participants in buying process
11 Case studies 5 (Additional
Content Beyond
Curriculum)
Total 45
Additional Resources:
1. Swayam –Marketing Management online course:
https://swayam.gov.in/course/1347-marketing-management-i
Email: parulm.mba@mietjammu.in
Google Classroom Link: https://classroom.google.com/c/MTQ5NDE4MjU5Nzha
Parul Mahajan