Marketing Management

Semester and Year Offered: 1st Semester

Course Coordinator and Team: Prof. Kartik Dave

Email of course coordinator: kartik@aud.ac.in

Pre-requisites: NA

Course Objective: The objective of the course is to develop an understanding of the concepts, issues and strategies involved in marketing of products and services.

Course Outcomes: On successful completion of this course, the participants will be able to:

1. Understand fundamental marketing concepts, theories and principles; the role of marketing in the organization context.
2. Apprehend the impact of changing Political, Economic, Competitive, Environmental, Cultural and Social Systems on marketing strategy development.
3. Describe major bases for segmenting consumer and business markets; define and be able to apply the steps of market segmentation, target marketing, and market positioning; understand how different situations in the competitive environment will affect choices in target marketing
4. Describe the major types of consumer buying behavior, the stages in the buyer decision process and the understanding of the marketing mix; identify how the firms marketing strategy and marketing mix must evolve and adapt to match consumer behavior and perceptions of the product; the stage in the product life cycle and the competitive environment

Brief Description of Modules/Main Modules:

Unit 1: Introduction to Marketing Management (4 Hours)

Purpose of marketing; creating and delivering customer value; evolution of marketing concept; market orientation and business profitability; role of innovation on the market orientation and performance relationship; delivering profitable value

Unit 2: Marketing Challenges in the New Millennium and Social Marketing Concept (2 Hours)

Socially responsible marketing: concept, objectives, strategies and its applications in marketing; ethical perspective in marketing

Unit 3: Segmentation of Customers (4 Hours)

Market segment and market segmentation; fundamental factors for effective market segmentation: segmentation bases and their classifications; key elements of segmentation process; segmentation dilemma and solutions; targeting and positioning

Unit 4: Understanding Consumers (4 Hours)

Understanding corporate consumers; models of consumer behaviour; institutional and government markets; Indian consumer environment

Unit 5: Product Management (6 Hours)

Product decision and strategies; product life cycle and new product development; branding and packaging decisions

Unit 6: Pricing and Differentiation Strategies (3 Hours)

Pricing approaches and policies; value proposition and differentiation concepts

Unit 7: Sales Promotion Concepts (3 Hours)

Marketing communications; advertising and publicity; personal selling and sales promotion; consumer, business and trade promotion

Unit 8: Distribution and Public Relations (3 Hours)

Sales forecasting; distribution strategy; managing sales personnel; marketing and public relations

Unit 9: Digital Marketing (3 Hours)

Technology and marketing; digital marketing strategies

Assessment Details with weights:

• Performance of students in this course will be assessed continuously through case analysis reports (20%),
• assignments (20%),
• quizzes(10%),
• field reports (30%) and tests (20%).

Reading List:

• Aaker, D. A. (2008). Strategic Market Management. John Wiley and Sons.
• Capon, N. and Singh, S.S. (2014). Managing Marketing: An Applied Approach, Wiley India.
• Chaffey, D. and Ellis-Chadwick, F. (2012). Digital Marketing. Pearson Higher Ed.
• Keller, K. L., Parameswaran, M. G., and Jacob, I. (2011). Strategic Brand Management: Building, Measuring and Managing Brand Equity, Pearson Education.
• 5. Kotler, P., Keller, K., Koshy, A. and Jha M. (2013). Marketing Management, 14th edition, Pearson Education (Singapore) Pte. Ltd.
• Percy, L. (2014). Strategic Integrated Marketing Communications. Routledge.
• Sheth, J. N. and Sisodia, R. S. (2015). Does Marketing Need Reform? : Fresh Perspectives on the Future. Routledge.