Marketing Management by Tripti Chowdhury MBA 2nd sem

Marketing Management by Tripti Chowdhury MBA 2nd sem

MB - 203: Marketing Management

MODULE I

1.      Introduction: Definitions of marketing; Core Concept of Marketing – Need, Want, Demand, Offering and Branding, Value and Satisfaction, Evolution of Marketing                                        Concepts (Orientations); Marketing Mix – 4Ps and 4Cs.                                                                                                                                                                     [2 L]

2.      Marketing Environment: Major Components of Internal Environment, the Microenvironment and Macro-environment; SWOT Analysis, PEST Analysis                                                                               [2 L]

3.      Strategy and Planning: Concept of SBU, Choice of Corporate Level Strategy; BCG Matrix, Product-Market Grid, Porter’s Five Force Model for Industry Analysis.                                                                           [4 L]

4.      Market Segmentation, Targeting and Positioning (STP): Concepts of Market Segmentation: Various Bases for Segmentation: Geographic, Demographic,                                                                                                                 Psychographic (VALS-II) and Behavioural; Targeting: Mass Marketing, Segment Marketing, Niche                                                                                                                Marketing, Micro Marketing and Customisation; Concept of Differentiation and Positioning.                                                                                                                                     [4 L]

5.      Consumer Behaviour and Marketing Research: A Framework of Consumer Decision Making Process, Overview of Major Factors Influencing Consumer Behaviour;                                                                                        Marketing Research: Role in Decision Making, Steps and Process of Marketing Research, B2B Marketing.                                                                            [4 L]

MODULE II

6.      Product: Product Classification, Service – Characteristics and Expanded Service Mix Elements; Product Levels, Product Mix, Product Line Management, Product Life                              Cycle: Concept and Types, New Product Development.

7.      Branding and Packaging: Purpose of Branding; Brand Equity; Branding Strategies; Purpose of Packaging; Types of Packaging – Primary, Secondary, Shipping                                                              Packages.                                                                [3 L]

8.      Pricing: Procedure for Price Setting; Pricing Objectives; Cost and Demand Consideration; Pricing Methods, Pricing Strategies                                                                                                                                        [3 L]

9.      Marketing Channels: Channel Flows and Functions; Channel Design Decisions; Wholesaling and Retailing, Concept of Supply Chain Management and Logistics                                                       Management, Channel Conflict Management [5 L]

10.  Promotion: Elements of Promotion Mix (Advertising, Sales Promotion, Personal Selling, Direct Marketing, Publicity & PR), 5M model of Advertising, Concept of Digital                              Marketing; Overview of Selling Process      [5 L

11.  Basic Concepts of Market Potential: Sales Potential/ Market Share and Sales Forecast; Methods of Sales Forecasting.                                                                                                                                    [2 L]