Sei sulla pagina 1di 2

BMT5119 Marketing Management - Fundamentals L T P J C

3 0 0 0 3
Pre-requisite Nil Syllabus version
1.0
Course Objectives:
 Facilitates the students to gain necessary skills and knowledge on marketing fundamentals.
Providing the opportunities to apply the learning related to customers, product and pricing
to prepare marketing plan. Enables the students to cultivate, improve the oral and written
communication skills.

Expected Course Outcome:


 Comprehensive understanding on Marketing fundamental and concepts. Applying the tools
of customer analysis and synthesizing with the marketing programs namely, product and
pricing for the preparation of marketing plan.

Student Learning Outcomes (SLO): 1,2,3,4,5


Students will be able to
1. Understand the evolution of marketing concepts
2. Understand the importance of consumer behaviour with the perspective of individual and
business
3. Know the importance of Segmentation, Targeting and Positioning of products
4. Comprehend the relevance of developing and managing products and brands
5. Equip students with frameworks, techniques and latest thinking on assessing and
formulating pricing strategies.
Module:1 Understanding the Marketing Management 2 hours
Orientations to Marketing

Module:2 Connecting with Customers 7 hours


Analyzing Consumer Markets - Analyzing Business Markets

Module:3 Building Strong Brand 6 hours


Identifying market segments and selecting target markets – Differentiation and Positioning
Strategies

Module:4 Shaping the Market Offerings 8 hours


Setting Product Strategy - Designing and Managing Services - Introducing New Market
Offerings – Introduction to Brand Equity

Module:5 Designing Pricing Strategies and Programmes 5 hours


Setting the price, Adapting the price, Initiating and Responding to Price Changes.

Module:6 Contemporary Issues 2 hours


Guest Lectures on Analyzing Consumer Markets and Pricing

Total Lecture hours: 30 hours


# Mode: Flipped Class Room, Case Discussion, Lectures

Text Book(s)
1. Kotler, P, Keller K, Koshy, Jha, (2012), Marketing Management: A South Asian
Perspective, 14th edition, Pearson Education.
2. LAMB,HAIR,SHARMA, MCDANIEL (2016), MKTG Principles of Marketing ,
Cengage Learning.
Reference Books
1. Walker Jr. Mullins, (2012), Marketing Strategy, 8th edition, McGraw Hill.
2. Paul W. Farris, Neil T. Bendle, Philip E. Pfeifer, David J. Reibstein (2006), Marketing
Metrics: 50+ Metrics Every Executive should master, 1st edition, Financial times/Prentice
Hall.
3. Michael J. Etzel, Bruce J Walker, Willium J. Stanton, (2004), Marketing, 13th edition,
McGraw Hill.
4. Leon G. Schiffman, Leslie Lazar Kanuk, Ramesh Kumar(2010), Consumer Behaviour, 10th
edition, Pearson Education.
5. Gillespie, Hennessey, (2013), Global Marketing, 3rd edition, Cengage Learning.
Mode of Evaluation
Specific Assessment Methods % Intended subject learning outcomes to be
Weighting assessed (Please tick as appropriate)
1 2 3 4 5
Continue Assessment 60
Midterm 20 √ √ √ √ √

Final Assessment Test 40 √ √ √ √ √


Total 100
Recommended by Board of Studies
Approved by Academic Council No. 54 Date 14.03.19

Potrebbero piacerti anche