Course Details
Subject {L-T-P / C} : SM6201 : Marketing Management { 3-0-0 / 3}
Subject Nature : Theory
Coordinator : Prof. Rajeev Kumar Panda
Syllabus
Introduction to Marketing: Nature and Functions: Evolution of Marketing, Marketing Management and Marketing Mix, Scanning the Marketing Environment, Consumer and Industrial Buying Behaviour – An Overview, Market Segmentation, Targeting, Positioning, Marketing Information System and Market Research, Ethical and Legal Aspects of Marketing. Product Planning and Development: Concept of Product, Product Classification, Product Line and Mix Decisions, New Product Development Process and Commercialization, Product Life Cycle and Marketing Implications, Innovation of Diffusion and Consumer Adoption Process, Branding Decisions and Brand Equity, Packaging and Labeling Decisions. Pricing Decisions and Strategies: Choosing an Appropriate Pricing Policy for the Firm, Factors Affecting Price Determination, Selecting the Final Price: Pricing Methods and Strategies, Adapting Strategy on Pricing, Initiating and Responding to Price Changes. Distribution Management: Nature and Importance of Distribution Channels, Channel Management Decisions, Channel Conflict and Integration, Retailing and Wholesaling, Physical Distribution/Logistics Decisions, Supply Chain Management, The Promotion Mix: Advertising, Sales Promotion, Personal Selling and Public Relation, New frontiers in Marketing.
Course Objectives
- This course covers the processes involved in the creation, communication, sale and distribution of products. It takes a managerial perspective – exposing students to the tasks and decisions faced by marketing managers, including target market selection, competitive positioning, and the formulation of product, pricing, communications and distribution strategies.
Course Outcomes
This course covers the processes involved in the creation, communication, sale and distribution of products. It takes a managerial perspective – exposing students to the tasks and decisions faced by marketing managers, including target market selection, competitive positioning, and the formulation of product, pricing, communications and distribution strategies.
Essential Reading
- Kotler, P., Keller, K. L., Koshy, A., and Jha, M., Marketing Management: South Asian Perspective, Pearson Education
- • Baines, P., Fill, C., Page, K. L., and Sinha, P. K., Marketing: Asian Edition, Oxford University Press.
Supplementary Reading
- Lamb, C.W.,Hair, J.F.,Sharma, D., McDaniel, C., MKTG.A South Asian Perspective, Cengage Learning
- • Ramaswami, V. S., and Namakumari, S., Marketing Management-Global Perspective Indian Context, Macmillan India