Masters of Business Administration:MARKETING MANAGEMENT

Course Objectives: To develop a strong understanding of the concepts in Marketing Management which would allow the student to apply theory learnt to Case Studies or situations with Marketing as a central theme.

Contents:

Unit I: Introduction to Marketing Management; Core Marketing Management Concepts; Company Orientation towards their business-the development of the Marketing Concept;
The current Marketing Scenario in India/Marketing Management in the 21st Century

Unit II: Marketing Environment: Macro-environmental variables; Micro-environmental variables

Unit III: Consumer Behaviour: Factors affecting Consumer behaviour; The Purchase Decision making process; Buying situations (habitual; special, etc) and their marketing implications.

Unit IV: Market Segmentation, Need for segmenting; Bases of Market segmentation; Targeting: targeting strategies.
Case: A case of segmentation: Lacoste (Page no.56)
Book: Cases and Simulations in Marketing Management By Prof. M. K. Rampal & Dr. S. L. Gupta

Unit V: Positioning; Meaning; Bases;

Unit VI: Product life cycle- meaning, different strategies to be followed in different PLC stages.

Unit VII: New Product Development—the eight steps
Case: Soyabean Milk: As an Alternative (Page no. 65)

Unit VIII: Product—definition of a product, Product Mix decisions, Branding

Unit IX: Price—Steps in setting the Price, Pricing Methods

Unit X: Place—Determining the Distribution Strategy, Intensive, Exclusive and Selective distribution; New formats of distribution—departmental stores, malls.
Case: Finding the Ideal strategy (Page no. 76)
Book: Cases in marketing management by the Editors of Excel Books

Unit XI: Promotion- Steps in deciding the promotion strategy; the Promotion Mix; choosing the promotion tools.
Case: Godrej Vs Samsung – Promotion War (Page no. 262)
Book: Cases and Simulations in Marketing Management By Prof. M. K. Rampal & Dr. S. L. Gupta

Unit XII: New Developments in Marketing Management—Internet marketing, rural marketing, global marketing