1st Semester
S.
Course Code Course Title Course Type Credit Week
N
6 24ONMBT623 Marketing Management Prog. Core 4 12
PRE-REQUISITE Basic understanding of management functions
a. Course Description
This course begins with basics of marketing. It is followed by product and pricing strategies.
Further it emphasizes on promotion mix and ethical considerations in marketing to create and
sustain profitable relationships.
b. Course Objectives
1. To acquaint the learners with the basic concepts of Marketing, its functions and its relevance
to business.
2. To make learners design strategies to solve marketing challenges being faced by firms.
c. Course Outcomes
CO1 To understand the marketing concepts and its application in the domain industry.
CO2 To apply various marketing environment variables and interpreting consumer
behaviour and market.
CO3 To analyze how facets of STP model interact with marketing mix and in turn lead to
creation of customer value.
CO4 To evaluate new product/service ideas consistent with new market trends.
CO5 To develop innovative marketing strategies for various marketing mix offerings.
d. Syllabus
Module-1 (Marketing & Marketing environment)
Introduction to Meaning and scope of Marketing; Marketing philosophies, Concept of
Marketing Marketing mix.
Marketing Understanding marketing environment and its components, Marketing
Environment and and Sales Funnel,
Buyer Behaviour.
STP Market segmentation, Targeting and Positioning and Strategies, Bottom
of Pyramid
Module-2 (Product Management)
Product Product concept, Types of products, Product levels, Major product
Classification and decisions, BCG Matrix, Ansoff Matrix,
Decisions
PLC Product life cycle, Marketing Strategies for Product Life Cycle
Product New product development process, Product Idea, Reasons for new
Development product failures
Pricing Strategies Determinants of price, Pricing process, Policies and strategies.
Module-3 (Promotion & Distribution)
Promotion Promotion Mix and Tools, Factors influencing Promotion Mix.
Fundamentals
Promotion Mix Advertising, Personal selling, Publicity and sales promotion.
Distribution Emerging channels of distribution, Distribution channel decisions types
and functions of intermediaries
Trends and Green marketing, Fly Wheel, H2H Marketing, Contextual Marketing,
Current issues in Affiliate Marketing, Marketing Angle
marketing
e. Text & Reference Books
1. Kotler, P., Keller, K., Koshy, A., and Jha, M.2112. Marketing Management, 17thEdition,
Pearson Education India, India, ISBN: 9789332557185.
2. Ramaswamy, V. and Namakumari, S. 2109. Marketing Management, 4 th Edition,
Macmillan Publishers India Ltd, India, ISBN: 0230637299.
3. Kumar, R. 2107. Marketing and Branding: The Indian Scenario, 1st Edition, Pearson
Education India, India, ISBN: 9788131700976.
