MKT202:MARKETING MANAGEMENT

L:3 T:0 P:0 Credits:3

Course Outcomes: Through this course students should be able to

• appraise and comprehend the concepts of marketing and adopting the marketing concepts
in different business scenarios.

• describe the dynamic nature of the environment and enhance ability to apply marketing
theories.
• demonstrate the application of various contemporary issues in marketing used across the
world.

• use and apply contemporary marketing concepts in the era of globalisation

Unit I
The marketing environment : customer value and value maximization strategies, significance of
competition, customer value and loyality, customer lifecycle and its stages, customer acquisition and
customer retention, factors contributing to enhanced inter-firm rivalry, stages and forms of
competition, framework for competitive analysis
Marketing management today : the great indian market, marketing concept, types of
orientations, marketing as a process, purpose of marketing, marketing mix, new marketing horizons
Unit II
Assembling the marketing toolbox : marketing planning, marketing research and information
systems, consumer behaviour, organisational buying behaviour, segmenting and targeting, marketing
measurement and demand forecasting
Unit III
Creating Of Customer Value : product management, new product decisions, brand management
and decisions, customer service, pricing decisions
Unit IV
Communication and Deliverance of Customer Value : integrated marketing communications,
advertising management, sales promotion and public relations, managing the sales function,
managing the distribution function, retail management, direct marketing
Unit V
Creating sustainable competitive value and growth : marketing strategy, customer relationship
management, marketing organisation, marketing performance and control
Unit VI
Broadening horizons : global marketing, rational and implications of globalisation, service
marketing, characteristics of services marketing, service marketing mix, rural marketing, importance
of rural markets, rural consumer, marketing mix for the rural market

Text Books:

1. MARKETING MANAGEMENT by RAJAN SAXENA, MC GRAW HILL

References:

1. MARKETING MANAGEMENT : A STRATEGIC DECISION - MAKING APPROACH by V S

RAMASWAMY AND S NAMAKUMARI, MCGRAW HILL EDUCATION

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