Marketing Management

Course Code 8266 Marks: 100 Credits: 4 Class Hours: 60
Course Title: MARKETING MANAGEMENT
1. Defining Marketing for the 21st Century: Definition of Marketing Management, Key Customer
Markets, Core Concepts of Marketing Management, Marketing Management Tasks.
2. Developing Marketing Strategies and Plans: Phases of Value Creation and Delivery, Value Chain,
Core Business Processes, Characteristics of Core Competencies, Holistic Marketing, Marketing Plan,
Levels of a Marketing Plan, Corporate Headquarters’ Planning Activities, Corporate Culture, SWOT
Analysis, Porter’s Generic Strategies, Marketing Plan Contents.
3. Analyzing Consumer and Business Markets: Analyzing Consumer Markets (Consumer
Behaviour, Factors Influencing Consumer Behavior, Psychological Processes Influencing Consumer
Responses to the Marketing Program, Consumers’ Purchasing Decisions, Mental Accounting)–
Analyzing Business Markets (Business Market and its Difference from Consumer market,
Participates in the Business-to-Business Buying Process, Business Buyers’ Decision-Making, Build
Strong Relationships with Business Customers, Buying by Institutional Buyers and Government
Agencies).
4. Identifying Market Segments and Targets: Different Levels of Market Segmentation, Divide a
Market into Segments, Requirements for Effective Segmentation, Segmenting for Business Markets,
Steps in Segmentation Process, Effective Segmentation Criteria, Porter’s 5 Forces Model.
5. Building Strong Brands: Creating Brand Equity: Brand, the Role of Branding, Brand Equity,
Building, Measuring and Managing Brand Equity; Crafting the Brand Position: Developing and
Establishing an Effective Brand Positioning in the Market, Brand Differentiation Strategies, Means of
Differentiation; Competitive Dynamics: Expanding the Total Market, Protecting Market Share,
Market Challenger Strategies, Market Follower Strategies, Market Nicher Strategies, Product Life
Cycles.
6. Setting Product Strategy: Products, Classification of Products, Differentiating Products, Product
Design, Factors Affecting a Good Design, Building and Managing Product Mix and Product Lines,
Combine Products to Create Strong Co-Brands or Ingredient Brands; Packaging, Labeling,
Warranties, and Guarantees as Marketing Tools.
7. Designing and Managing Services: Definition and Classification of Services, Difference of Services
from Goods, New Services Realities, Achieving Excellence in Services Marketing, Improving
Service Quality, Improving Customer Support Services.
8. Developing Pricing Strategies and Programs: Common Pricing Mistakes, Processing and
Evaluating Prices by Consumers, Setting Prices Initially for Products or Services, Adapting Prices to
Meet Varying Circumstances and Opportunities, Initiating a Price Change, Responding to a
Competitor’s Price Challenge.
Text Book:
1. Philip Kotler and Kevin Keller. Marketing Management (Latest Asian Edition). Upper Saddle River, New
Jersey: Prentice Hall.
2. Philip Kotler and Kevin Keller. Framework for Marketing Management (Latest Edition). Upper Saddle