Marketing Management
Course Overview
Faculty : Prof. Lavina Khilnani (MBA)
The Marketing Management course provides students with a comprehensive understanding of key marketing principles and strategies. Through a combination of theoretical knowledge and practical applications, students will gain insights into various aspects of marketing, including consumer behavior, market segmentation, product development, pricing, distribution, promotion, and digital marketing.
The course is designed to equip students with the necessary skills to analyze marketing opportunities, develop effective marketing plans, and implement strategies to create customer value and drive business growth. Emphasis is placed on understanding the dynamic marketing environment, ethical considerations, and the use of data-driven insights to make informed marketing decisions.
Throughout the course, students will engage in case studies, group discussions, and real-world examples to deepen their understanding of marketing concepts and their applications. By the end of the course, students will have a solid foundation in marketing management and will be able to develop comprehensive marketing strategies to address business challenges.
Marketing Management
Course Objectives
- Develop a comprehensive understanding of marketing principles, including the marketing environment, consumer behavior, and market segmentation.
- Acquire practical skills in product management, branding, pricing strategies, and distribution channel design.
- Explore the importance of integrated marketing communications, marketing research, and customer relationship management.
- Address ethical and social responsibility considerations in marketing decision-making.
- Embrace the digital marketing landscape, understand global marketing opportunities, and learn to evaluate marketing performance for effective decision-making.
Course Outcomes
On completion of this course, the students will be able to:
- CO1.Gain a deep understanding of marketing principles and concepts, and apply them to real-world situations. management.
- CO2. Develop critical thinking, problem-solving, and decision-making skills in marketing contexts.
- CO3. Demonstrate effective communication, teamwork, and analytical skills in developing and implementing marketing strategies
Session Plan
Marketing Management Syllabus T26
| Session No. | Topics |
|---|---|
| 1 | Introduction to Marketing Management |
| 2 | Understanding the Marketing Environment |
| 3 | Consumer Behavior and Market Segmentation |
| 4 | Developing and Managing Products |
| 5 | Pricing Strategies and Tactics |
| 6 | Designing and Managing Distribution Channels |
| 7 | Integrated Marketing Communications(Case) |
| 8 | Marketing Research and Customer Insights |
| 9 | Managing Customer Relationships and Customer Value |
| 10 | Marketing Ethics and Social Responsibility(Case) |
| 11 | Global Marketing and International Expansion |
| 12 | Marketing in the Digital Age |
| 13 | Marketing Planning and Implementation |
| 14 | Product Management and Branding |
| 15 | Pricing and Revenue Management |
| 16 | Distribution and Retail Management |
| 17 | Advertising and Sales Promotion(Case) |
| 18 | Personal Selling and Sales Management |
| 19 | Digital Marketing and Social Media Strategies |
| 20 | Marketing Evaluation and Control |
Suggested Readings:-
- Marketing Management, 16e by G.Shainesh Philip Kotler, Kevin lane Keller, Alexander Chernev, Jagdish N. Sheth
- Marketing Management by V. S. Ramaswamy and S. Namakumari