Marketing Management

Course Overview

Faculty : Prof. Lavina Khilnani (MBA)

This course is designed to provide students with a comprehensive understanding of marketing management principles, strategies, and practices. Emphasis will be placed on the integration of technology and simulation tools to enhance learning and practical application.

Marketing Management-Objectives

Marketing Management

Course Objectives

  • Understand key concepts and principles of marketing management.
  • Analyse the role of technology in marketing management.
  • Develop skills in using simulation tools for strategic decision-making.
  • Apply theoretical knowledge to real-world scenarios through case studies and simulations.
  • Create and manage effective marketing strategies.
  • Evaluate marketing performance and implement strategies to enhance market value.
  • Navigate the marketing environment and adapt strategies accordingly.
Marketing Management-Course Outcomes

Course Outcomes

On completion of this course, the students will be able to:

  • Demonstrate a comprehensive understanding of marketing management principles.
  • Effectively utilize technology and simulation tools in marketing management.
  • Analyse market research data and consumer insights to inform marketing strategies.
  • Develop and implement successful marketing strategies.
  • Measure and manage marketing performance.
  • Navigate the marketing environment and adapt strategies accordingly.
  • Apply innovation and design thinking in marketing strategies.
  • Create integrated marketing communications plans to support marketing management.
  • Assess and manage global marketing challenges.
  • Present and defend marketing strategies effectively.

Course Pedagogy

  • Lectures: Theoretical foundations and key concepts will be taught through interactive lectures.
  • Case Studies: Real-world examples will be used to illustrate the application of theoretical concepts.
  • Group Discussions: Collaborative discussions to enhance understanding and encourage diverse perspectives.
  • Hands-on Projects: Practical projects to apply learning in real-world scenarios.
  • Simulations: Use of simulation tools to practice strategic decision-making and problem-solving.
  • Navigate the marketing environment and adapt strategies accordingly.

course-pedagogy

Session Plan

Marketing Management Syllabus T29

Session No. Topics Activities Technology/Metrics
1 Introduction to Marketing Management Lecture, Discussion on real-world examples -
2 Understanding Marketing and the Marketing Process -
3 Gathering Information and Scanning the Environment Brainstorming session, Role-playing exercise -
4 Conducting Marketing Research and Forecasting Demand Hands-on market research project. Use of survey tools and statistical analysis software
5 Case Discussion
6 Creating Customer Value, Satisfaction, and Loyalty Customer satisfaction assignment, Class presentation. Customer satisfaction metrics
7 Analysing Consumer Markets Consumer behaviour assignment. Consumer behaviour analysis tools
8 Analysing Business Markets Lecture, Discussion on real-world examples -
9 Identifying Market Segments and Targets Brainstorming session,
10 Case Discussion
11 Creating Brand Equity Case study on successful brands, Group discussion Brand equity measurement tools
12 Crafting the Brand Positioning Development of brand positioning strategy, Peer review
13 Dealing with Competition Competitive analysis project, Class presentation Competitive analysis tools
14 Setting Product Strategy Product strategy assignment, Class discussion
15 Designing and Managing Services Service design project
16 Developing Pricing Strategies and Programs Pricing strategy project, Data analysis workshop
17 Developing Pricing Strategies and Programs Pricing strategy project, Data analysis workshop
18 Case Discussion
19 Designing and Managing Integrated Marketing Channels Channel design project, Group discussion
20 Managing Retailing, Wholesaling, and Logistics Retail management assignment, Class presentation Retail management software, logistics tools
21 Managing Retailing, Wholesaling, and Logistics Retail management assignment, Class presentation Retail management software, logistics tools
22 Designing and Managing Integrated Marketing Communications Communication strategy project, Group discussion
23 Managing Mass Communications Advertising, Sales Promotions, Events and Experiences, and Public Relations Discussion
24 Managing Personal Communications: Direct and Interactive Marketing, Word-of-Mouth, and Personal Selling Direct marketing strategy project, Data analysis
25 Group Discussion
26 Introducing New Market Offerings New product development project, Peer review Product development metrics
27 Tapping into Global Markets Global marketing strategy assignment, Class discussion
28 Case Discussion
29 Managing a Holistic Marketing Organization for the Long-Run Course review and feedback, Discussion on future trends in marketing management
30 Revision Discussion and Problem Solving

Course Materials

  • Textbook: "Marketing Management" by Philip Kotler and Kevin Lane Keller
  • Software: Access to simulation tools
  • Additional Readings: Selected journal articles and case studies

Assessment

  • Participation: Active participation in class discussions and activities
  • Assignments: Regular assignments based on the topics covered
  • Midterm Quiz: Evaluation of understanding of core concepts
  • Simulation Exercises: Practical application of learned concepts through simulations
  • Cases: Analysis and presentation of case studies
  • • Final Project and Presentation: Comprehensive project and presentation on a marketing management strategy.