MBA (FT) in Marketing Management

COURSE OBJECTIVE
The objective of this course is to provide the students exposure to modern marketing concepts, tools, and techniques, and help them develop abilities and skills required for the performance of marketing functions.

EXAMINATION
The faculty member will award marks out of a maximum of 20 marks for the internal performance of the student. The semester examination will be worth 80 marks. It will have two sections, A and B.

Section A,
worth 60 marks, will consist of five questions, out of which students will be required to attempt three questions, Section B will comprise of one or more cases/problems, worth 20 marks.

COURSE CONTENTS
1. Marketing Concepts: Customer Value and Satisfaction, Customer Delight , Conceptualizing Tasks andPhilosophies of Marketing Management, Value Chain, Scanning the Marketing Environment.

2. Market Segmentation, Targeting, Positioning: Market Segmentations, Levels of Market Segmentations,Patterns, Procedures, Requirement for Effective Segmentation, Evaluating the Market Segments, Selectingthe Market Segments, Tool for Competitive Differentiation, Developing a Positioning Strategy.

3. Marketing Information System and Marketing Research Process.

4. Product Decision: Objectives, Product Classification, Product-Mix, Product Life Cycle Strategies, Equity,Challenges, Repositioning Branding, Introduction and Factors Contributing the Growth of Packaging,Introduction of Labeling.

5. Pricing Decision: Factors Affecting Price, Pricing Methods and Strategies.

6. Distribution Decisions: importance and Functions of Distribution Channel, Considerations in DistributionChannel Decisions, Distribution Channel Members.

7. Promotion Decisions: A View of Communication Process, Developing Effective Communication,Promotion-Mix Element

8. Marketing Strategies for Leaders, Challengers, Followers and Nichers: Expanding to Market, DefiningMarket Share, Expanding Market Share. Defining the Strategic Object and Openness. Choosing a GoalAttacking Strategies. Market Follower Strategies.

9. Emerging Trends in Marketing: An Introduction to Internet Marketing, Multi Level Marketing, and Introduction of CRM and Event Marketing.