Marketing Management
Course Objective
This course provides an in-depth understanding of core and contemporary marketing strategies, consumer behavior, and brand management. It enables students to design and execute integrated marketing plans that align with business goals in both traditional and digital contexts.
Learning Outcomes
- Design integrated marketing strategies for products and services
- Apply digital and data-driven marketing techniques
- Analyze consumer behavior and market trends to drive business growth
Marketing Management Syllabus T30
| Session No. | Topics | Tool/Reading/Activity | Skill Focus |
|---|---|---|---|
| 1 | Marketing Fundamentals | 4P + 4C Models | Marketing Orientation |
| 2 | Consumer Behaviour | Buyer Persona Workshop | Customer Insight Building |
| 3 | Market Research | Survey Tools (Google Forms) | Data-Driven Decision Making |
| 4 | Targeting & Positioning | STP Canvas + Mapping | Market Segmentation |
| 5 | Branding Strategies | Amul, Dove Case Analysis | Emotional Branding |
| 6 | Product Strategy | PLC Framework + Case Study | Lifecycle Management |
| 7 | Pricing Strategies | Value-Based vs Cost-Based | Revenue Optimization |
| 8 | Channel Management | Distribution Network Mapping | Sales Logistics |
| 9 | Promotion & IMC | IMC Plan Design Lab | Campaign Planning |
| 10 | Digital Marketing Overview | Google Ads, Meta Ads Overview | Digital Awareness |
| 11 | Social Media Strategy | LinkedIn, Instagram Deep Dive | Community Engagement |
| 12 | Content Marketing | Hook-Value-CTA Lab | Story-Driven Conversion |
| 13 | Mobile & App Marketing | ASO + App Journey Mapping | Omni-channel Fluency |
| 14 | Marketing Analytics | HubSpot / GA4 Walkthrough | ROI Optimization |
| 15 | B2B vs B2C Marketing | Case: Zoho vs Meesho | Business Model Adaptation |
| 16 | Green & Ethical Marketing | Sustainability Campaign Design | Responsible Branding |
| 17 | Retail & Omni-channel | Shopper Journey Mapping | Cross-Platform Integration |
| 18 | Services Marketing | 7P Strategy for Services | Intangibility Management |
| 19 | Campaign Project | Team Marketing Plan Development | Application of Full Marketing Mix |
| 20 | Final Presentation | Campaign Pitch to Jury | Marketing Communication |
Textbook & Resources
- Primary Tools & Techniques: Google Trends, Canva, HubSpot Academy, Google Ads, STP Canvas, Brand Audit Tools
Recommended Books:
- Marketing Management – Kotler & Keller
- Branding in a Digital World – Jean-Noël Kapferer