This course will enable the students to understand the role and importance of marketing management in achieving organizational goals.
Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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24MTM222 |
Marketing Management (Theory) |
CO62: Understand the concepts and principals of marketing management and consumer behaviour to develop effective marketing strategies. CO63: Apply STP and competitive strategy concepts to real world business scenarios and case studies. CO64: Apply product planning and pricing concepts to develop comprehensive marketing plans. CO65: Evaluate different types of production function and examine the characteristics of various types for market to optimize production processes and resource allocation. CO66: Develop marketing communication and distribution channel strategies that optimize reach and efficiency. CO67: Contribute effectively in course-specific interaction |
Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study Learning activities for the students: Self-learning assignments, presentations |
Continuous Assessment Test, Semester end examinations, Quiz, Assignments, Presentation |
Introduction to Marketing Management and Consumer Behaviour
Marketing Management: Conceptual framework, Nature and Scope of Marketing, Approaches to
Marketing. Marketing-Mix, Developing Marketing Strategies and Plans
Consumer Behavior:Consumer Behaviour concepts, Buying Decision Process and factors influencing consumer behaviour
Market Segmentation and Strategies
Segmentation and Positioning Strategy, Levels and Basis of Market Segmentation, Selecting
Market Segments and Targeting, Developing and Communicating Positioning Strategy, Marketing Strategies. Developing Competitive Marketing Strategy, Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Offensive and Defensive Strategies
Product Planning and Pricing Policies
Concept of Product Planning and Pricing Policies, Product Characteristics and Classifications,
Concept of Product-Mix, Product-Line Decisions, Packaging and Labeling, New Product Development
Process, Pricing Methods, Factors, Policies and Strategies, Product Life- Cycle
Marketing Communications and Distribution Channels
Introduction to Marketing Communications, Role of Marketing Channels, Channel-Design Decisions,
Physical distribution types and functions
Sustainable and Digital Marketing
Sustainable Marketing Concepts: Green Marketing, Social Marketing
Digital Marketing: Concept, process, digital marketing & Traditional marketing and digital
marketing strategies, Social Media Marketing.