This document outlines the first module of a marketing management course. It includes 5 course outcomes focusing on evaluating marketing concepts, buyer behavior, product/pricing decisions, distribution/promotion decisions, and marketing control techniques. The module introduces key concepts of marketing like holistic marketing, the marketing environment, and strategic planning. It discusses the evolution of marketing and different marketing concepts. It also explains concepts like the marketing mix, marketing vs sales, marketing research, and the basic elements of a marketing plan/strategic marketing planning. The document provides an overview of topics to be covered in the first module.

1. MARKETING MANAGEMENT
(20MBA102)
MBA
SEMESTER 2

2. COURSE OUTCOMES
CO 1
Evaluate the importance of Marketing Concepts in an
Enterprise
CO 2
Analyse the Buyer Behaviour in a marketing Ecosystem
CO 3 Appraise the Product and pricing Decisions
CO 4
Develop capability to make Distribution Decisions and
Promotion Decisions.
CO 5
Evaluate the Marketing Control Techniques and Modern
Trends in marketing.

7. MODULE - 1
CONCEPTS OF MARKETING
Holistic Marketing
Marketing Environment
Strategic Planning

8. MARKETING
Marketing is a social process by which individuals
and groups obtain what they need and want through
creating and exchanging products and value with
others
PHILIP KOTLER

9. Core Concepts :
NEEDS ,WANTS and DEMANDS ---
PRODUCTS------VALUE & SATISFACTION---
EXCHANGE & TRANSACTION---MARKETS &
MARKETERS

11. EVOLUTION OF MARKETING

12. HOLISTIC MARKETING

13. MARKETING TASK
STATE OF DEMAND
1. Negative Demand
2. No Demand
3. Latent Demand
4. Falling Demand
5. Irregular Demand
6. Full Demand
7. Overfull Demand
8. Un-wholesome Demand
MARKETING TASK
1. Conversational Mktg.
2. Stimulational Mktg.
3. Developmental Mktg.
4. Remarketing
5. Synchro-marketing
6. Maintenance Mktg.
7. Demarketing
8. Counter-marketing

14. MARKETING MIX refers to the set of actions, or
tactics, that a company uses to promote its brand or
product in the market.

15. MARKETING MANAGEMENT
All the efforts, activities, process and
procedures of a Firm or an Organization to ensure
the availability of right products at right place at
right time at right price and in a right perspective (to
satisfy the needs, wants and demands of the existing and potential customers).
Dr.KK
There are FIVE competing concepts under which
organizations conduct their marketing activities:
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Societal Marketing Concept

19. MARKET PLACE MARKET SPACE META MARKETS

22. MARKET PLACE : Regular gathering of people for the
purchase and sale provisions, livestock and other
goods
MARKET SPACE : An online space that facilitates bi-
directional commerce
META MARKET : A place where everything connected
with a certain market can be found. It will bring all
buyers and sellers in one place for one purpose only

23. VALUE CHAIN
The process or activities by which a company
adds value to an article, including production,
marketing, and the provision of after-sales service.

24. The term MARKETING ENVIRONMENT
refers to all external and internal
forces or factors which have a direct or
indirect bearing and influence
on the marketing process and activities
of the organization.
An Organisation can survive and grow in the
domain area only when it continuously and quickly
adapts & adopts to changing environment.
MARKETING ENVIRONMENT

27. MARKETING VS SALES
Marketing focuses on moving the product from the
company to the market (through product launches and
awareness campaigns), while sales focuses on moving the
product from the market to the customer.
POSITIONING REVENUE
STRATEGIC TACTICAL
BRAND CUSTOMERS
CUSTOMERS,
INVESTORS &PR CUSTOMERS
TECHNICAL EXECUTION
BRAND CUSTOMERS
MARKETING SALES
FOCUS &
SKILLS
GOAL
THINKING
AFFINITY
AUDIANCE
KNOWLEDGE
PERSPECTIVE

29. MARKETING RESEARCH
Marketing research is the systematic gathering,
recording, and analysis of qualitative and quantitative data
about issues relating to marketing products and services.
The goal is to identify and assess how changing elements of the
marketing mix impacts customer behavior.

30. A Marketing Information System (MKIS) is a part of
management information system (MIS) designed to
support marketing decision making. it as a "system in
which marketing data is formally gathered, stored, analysed and
distributed to managers in accordance with their informational
needs on a regular basis."
MARKETING INFORMATION SYSTEM

31. BIG DATA
Collection of data that is huge in volume, yet growing
exponentially with time. It is a data with so large size and complexity
that none of traditional data management tools can store it or process
it efficiently.

32. When you start out in business, two things are
scarce: time and resources. To create an effective
new business strategy and ensure you're not wasting
time or money, you need a marketing plan.
BASIC ELEMENTS OF MARKETING PLAN
1. Market research.
2. Target market.
3. Positioning.
4. Competitive analysis.
5. Market strategy.
6. Budget.
7. Metrics.
MARKETING PLAN & ELEMENTS

33. A Strategic Marketing Plan is a blue print that elaborates a
systematic, inter connected, logical step by step processes for achieving
marketing goals.
STRATEGIC MARKETING PLANNING
It specifies what should be done today to achieve marketing goals
ahead and it is the marketer’s road map for desired destination.
Corporate Level
SBU Level
Functional Level
Higher organizational level strategic plans provide
direction for strategic plans at lower levels.
Lower-level plans are developed to execute higher-
level plans.

35. ASSIGNMENTS
SEMINAR TOPICS
GG - 1
GG - 2
GG - 3
GG - 4
1.

36. END OF 1ST MODULE