This document provides an overview of a Marketing Management course, including its objectives, units of study, and recommended textbooks. The course aims to help students assess market opportunities, understand consumer behavior, develop effective marketing strategies, and communicate recommendations. It covers topics like marketing orientations, the marketing mix, segmentation, targeting, positioning, the product life cycle, and marketing trends like green marketing. The document also briefly defines marketing and explains why it is important for identifying and satisfying customer needs profitably.

1. MARKETING MANAGEMENT

2. MARKETING MANAGEMENT
COURSE CREDIT: 3 HOURS : 40
Course Objectives
Assess market opportunities by analyzing customers, competitors, collaborators,
context, and the strengths and weaknesses of a company.
Understand consumers’ requirements and their behaviors.
Develop effective marketing strategies to achieve organizational objectives.
Communicate and defend your recommendations and critically examine and build
upon the recommendations of your classmates both quantitatively and
qualitatively.
Develop the understanding the current global and digital aspect of marketing.
Unit 1(6 hours)
Introduction: Nature and scope of marketing, Various marketing orientations,
Need, Want, Demand, Elements of Marketing mix, customer value and the value
delivery process.
Understanding Consumer Behavior: Buying motives, factors influencing buying
behavior, buying habits, stages in consumer buying decision process, types of
consumer buying decisions.

3. Unit 2 (8 hours)
Market segmentation, Targeting and Positioning: Meaning, Factors influencing
segmentation, Market Aggregation, Basis for segmentation, Segmentation of
Consumer. Targeting: Meaning, Basis for identifying target customers, Target
Market Strategies. Positioning: Meaning, product differentiation strategies, tasks
involved in positioning. Branding: Concept of Branding, Brand Types, Brand equity,
Branding Positioning.
Unit 3 (8 hours)
Product Decisions: Concept, product hierarchy, new product development,
diffusion process, Product Life cycle, Product mix strategies. Packaging / Labeling:
Packaging as a marketing tool, requirement of good packaging, Role of labeling in
packaging. Pricing Decisions: Pricing concepts for establishing value, Pricing
Strategies- Value based, Cost based, Market based, Competitor based, New
product pricing – Price Skimming & Penetration pricing
Unit 4 (8 hours)
Place Decision: Meaning, Purpose, Channel alternatives, Factors affecting channel
choice, Channel design and Channel management decisions, Channel conflict,
Retailing & Types of Retailers. Advertising: Advertising Objectives, Advertising
Budget, Advertising Copy, AIDA model, Public Relation: Meaning, Objectives,
Types, and Functions of Public Relations. Sales Promotion: Sales Promotion Mix,
Kinds of promotion, Tools and Techniques of sales promotion, Push-pull strategies
of promotion, Personal Selling: Concept, Features, Functions, Steps/process
involved in Personal Selling, Direct Marketing: Meaning, Features, Functions,
Growth and benefits of direct marketing, different forms.

4. Unit 5 (6 hours)
CRM: Meaning, Relationship Marketing Vs. Relationship
Management, Types of Relationship Management, Significance of
Customer Relationship Management. Global Marketing: current
scenario, Global Marketing environment, Entry strategies, Global P’s
of Marketing., Recent trends and Innovation in Marketing- Green
Marketing, Agile Marketing
Recommended Text Books :
– Marketing Management: A South Asian Perspective - Kotler, Keller,
Kevin 15/e, Pearson Education, 2016.
– Marketing Management - Ramaswamy V. S. & Namakumari S, 6/e,
Sage Publication India Pvt Ltd., 2018.
– Marketing Management - Tapan Panda, 5/e, Excel Publication, 2007.
– Fundamentals of Marketing Management - Etzel M. J, B J Walker &
William J. Stanton, 14/e, McGrawHill Education Publishers, 2015.
– Marketing: Asian EditionPaul Bainies, Chris Fill Kelly Page third edition,
Oxford.

5. WHAT IS MARKETING?
Marketing is everyone’s business. Every person working for an
organisation should understand the importance of marketing.
Definitions:
“ Marketing is the management process responsible for identifying,
anticipating and satisfying consumer requirements profitably”
– CIM
“Marketing is the process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services
to create exchange and satisfy individual and organisational needs.”
 AMA

6. Why It’s Important ?
Effective marketing puts the products in the hands of its targeted
customers.
Marketing is the process of creating, promoting, and presenting a
product to meet the wants and needs of consumers.
• Marketing is the sum of all activities that take you to a sales outlet.
After that sales takes over. Marketing is all about creating a pull,
sales is all about push.
• Marketing is all about managing the four P’s –
Product
Price
Place
Promotion

7. The diagram below shows the many functions that can be carried out in organisations
which, dependant on the organisation, can be classified as operational functions
of marketing.
MARKETING IS AN ORGANISATIONAL
FUNCTION
The operational
functions of
marketing
Advertising P.R.
Selling
Financing
Buying
Forecasting
Pricing
Publicity
Merchandising
Market
Research
Transporting
Risk Taking
Servicing
Stockholding
Display
CRM Sales
Promotion

8. BUSINESS ORIENTATION
Orientation Profit Driver Approximate
Time Frame
Characteristics
Production Production
Methods
Up to 1940’s Improvement of production and in
order to achieve a reduction of costs
and improved efficiency.
Product Quality of
Product
Until 1960’s The quality of the product is
paramount. Focus on product not
customer needs
Selling Selling
Methods
1950-1970’s Effective selling and promotion are
the new drivers to success.
Marketing Needs and
wants of
customers
1970 to date Focus on providing the goods and
services that satisfy the needs and
wants of consumers.

9. Further approaches to marketing
Orientation Profit Driver Approximate Time
Frame
Characteristics
Relationship
Marketing
Building and
keeping good
customer relations
1990’s to date Emphasis placed on keeping
as well as winning customer
strategies
Societal
Marketing
Benefit the society 1990’s to date Similar to marking
orientation but also
concerned with the long
term impact of
organisational activities on
the environment (society)