Marketing Management

Course Objectives

1. To understand the concepts of marketing management
2.  To learn about marketing process for different types of products and services
3.  To understand the tools used by marketing managers in decision situations
4.  To understand the marketing environment

Course Outcome

•   Course Outcomes On completion of this course, the students will be able to:
•  Students will demonstrate strong conceptual knowledge in the functional area of marketing management.
• Students will demonstrate effective understanding of relevant functional areas of marketing management and its application.
• Students will demonstrate analytical skills in identification and resolution of problems pertaining to marketing management.

Course Description

 Marketing management course enables a student to understand the fundamentals of marketing concept and the role marketing plays in business. This course enables a student to understand the ‘Marketing mix’ elements and the strategies and principles underlying the modern marketing practices.

For Whom

Those who want to be great managers

Career Opportunities

A Marketing Management graduate will never find dearth of jobs in the market. Be it any industry or profession, there is always a requirement of marketing personnel to enhance the visibility of product and services. Business expansion is possible only with considerable marketing efforts.

So here are some popular job profiles that you will be offered after earning a degree in marketing domain.

• Marketing Manager
• Marketing Research Analyst
• Advertising or Promotions Manager
• Social Media Manager
• Product/Brand Manager
• Media Planner
• Sales Manager
• Public Relations Specialist
• Meeting/Event Planner
• Marketing Coordinator
• Customer Service Representative
• Sales Representative

Course Contents

Module 1 Introduction of Marketing Management: Definition and Meaning of Marketing- Nature of Marketing – Scope of Marketing – Importance of marketing – Functions of Marketing, Difference between Marketing and Selling – Evolution of Marketing Concept

Module 2 Marketing Environment:– Micro and Macro Environments – Internal Environment – External Environment – Example of Marketing Environment – Methods of Marketing Analysis

Module 3 Market Segmentation, Targeting, and Positioning: Segmentation- Targeting- Positioning

Module 4 Marketing mix:  The marketing mix-8Ps of Marketing Mix

Module 5 Buying Behavior in Marketing: Consumer behavior in marketing- Organizational buying behavior

Module 6 Decision making process:  Consumer Decision Making Process- – Strategic marketing planning

Module 7 Product Decisions:  Concept of product – Levels of product – Classification of product – Major product decisions – Product Attributes – Product Line Vs. Product Mix-

Module 8 Branding – Packaging and Labeling- Product life cycle – New product development- The Consumer Adoption Process

Module 9 Pricing Decision: Factors Affecting Price Decisions -Selecting Pricing Method -Price Discounts & Allowances- Major pricing strategies- 3 major Pricing Strategies, Difference Between Rebate and Discount

Module 10 Distribution Management: Distribution Channels – Definition, Types, & Functions – Functions of Distribution Channels- Factors Determining the Choice of Distribution Channels- Introduction to Logistics and Supply Chain Management

Module 11 Promotional Decisions: Introduction – The Promotion Mix – Personal Selling – Sales Promotion- Direct Marketing

Module 12 Marketing Research: Marketing Research Process- Branches / Areas / Scope of Marketing Research -Limitations of Marketing Research

Module 13   Customer Relationship Management:

Module 14 Issues and Developments in Marketing: Social & Ethical Aspects of Marketing- Service Marketing- International Marketing- Relationship Marketing Strategy- Cyber Marketing- Green Marketing