This document outlines the syllabus for a marketing management course taught by Dr. Anupamaa Chavan. It details the prescribed textbooks, modules to be covered including core marketing concepts, consumer behavior, and current trends in marketing. Evaluation includes a term-end exam, assignments, presentations, and a mid-term test. Students will study current topics in small groups and present on areas like green marketing, digital marketing and ethics in marketing. The goal is for students to understand marketing strategies and customer relationships to design integrated plans that create value for organizations.
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Did you know? Research from the Technology Services Industry Association (TSIA) has shown that customer education programs have:
Reduced the number of support calls by a factor of three.
Increased renewal rates in one organization from 80% to 92%.
Changed product buying habits. Another study showed that for every one dollar spent on customer education, customers spent an additional twelve dollars on the product.
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Introduction to marketing is a course that teaches you the basics of how to create, communicate, and deliver value to customers and society. Marketing is not just about selling products or services, but also about understanding the needs and wants of your target market, developing strategies to meet those needs and wants, and building long-term relationships with your customers. Marketing covers various aspects of a business, such as product development, pricing, distribution, promotion, and customer service. Marketing also involves researching the market, analyzing the competition, and evaluating the effectiveness of your marketing activities. By taking this course, you will learn the principles and practices of marketing, and how to apply them to real-world situations. You will also learn how to use various tools and techniques for marketing, such as market segmentation, positioning, branding, advertising, social media, and more. Introduction to marketing is a valuable course for anyone who wants to learn how to market their products or services effectively, or who wants to pursue a career in marketing or related fields. Marketing is a dynamic and impactful field that can help you achieve your personal and professional goals.
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4. Learning Objectives
• Acquiring conceptual clarity of marketing as a function.
• Ability to analyse the importance and impact of the marketing
function in an organisation.
• Demonstrating the ability to evolve marketing strategies for
organisational benefits.
5. Learning Outcomes
• The students should be able to recall, relate and infer the marketing
concepts to adapt to the business environment.
• The students should develop and demonstrate marketing skills to
apply and extend their role in an organisation.
• The students should be able to design and develop integrated
marketing strategies for products for organisational and societal
benefits
• Course Structure: Will be mailed to the students & will be uploaded on the portal
6. Evaluation Scheme
• Term End Exam (TEE): 50 marks
• Internal Continuous Assessment (ICA): 50 marks
7. INTERNAL CONTINUOUS ASSESSMENT (ICA): 50 MARKS
anupamaa.chavan@nmims.edu 7
Mid Term Test
20 marks
Presentations
10 Marks
Assignments
20 Marks
20 marks – 06th April 2023
Power Point Presentations on Module 6
& related Case Study (Admin group)
Class Test – 15 marks (5+5+5)
Class work - 5 marks
8. Modules
1. Core Concepts of Marketing
2. Introduction to Consumer Behavior
3. Segmentation
4. Product, Price, Place, Promotion (The Marketing Mix Concept)
5. Product Life Cycle & Strategic Marketing
6. Current Trends in Marketing
9. Presentations
• Module 6 Topics: Admin Groups – Presentations – Module 6
topic(10m) with Case Study(10m) Total 20 marks
• Green Marketing – 1, 5, 9
• Digital Marketing – 2, 6, 10
• Social Marketing and cause related marketing – 3, 7, 11
• Ethics in Marketing – 4,8
• Note: Module 6 is self study. 2/3 times a chapter from module 6 will be presented by various groups.
Students are required to pay attention and prepare their own notes for the same. No notes shall be
provided for this module. Minimum 5 and Maximum 6 students in a group.
10. What is Marketing?
• For a Layman -
• Marketing is only about selling and advertising
• But this is just a tip of an iceberg
• Today Marketing is all about satisfying customer need and
managing profitable customer relationships.
• According to Peter Drucker
• ‘the aim of marketing is to make selling unnecessary’
11. Terms
• Utility
• Transaction
• Business
• Market
• Prospects
• Distribution Channels/Channels of Distribution
• Direct Marketing & Direct Selling
anupamaa.chavan@nmims.edu 11
16. Structure Of Flows In A Modern Exchange Economy
anupamaa.chavan@nmims.edu 16
17. Definition
• Definition by Kotler & Others:
• ‘Marketing is the process by which companies create value for
customers and build strong customer relationships in order to
capture value from customers in return.’
anupamaa.chavan@nmims.edu 17
18. Definition
According to American Marketing Association:
‘Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering
and exchanging offerings that have value for
customers, clients, partners and society at large.’
anupamaa.chavan@nmims.edu 18
19. The Marketing Process
• 5 Step model of Marketing Process:
• Understand marketplace & consumers needs and wants
• Design customer driven marketing strategy
• Construct an integrated marketing program that delivers superior
value
• Build profitable relationships and create customer delight
• Capture value from customers to create profit and customer equity.
anupamaa.chavan@nmims.edu 19
20. CORE CONCEPTS OF MARKETING
• Need, Want, Demand
• Target Market, Positioning, Segmentation
• Offerings and Brand
• Marketing Channels, Paid, Owned, Earned
Media
• Impression & Engagement
• Value & Satisfaction
• Supply Chain & Competition
• Marketing Environment
anupamaa.chavan@nmims.edu 20
