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programme

Marketing Management

Home/ Marketing Management
Course TypeCourse CodeNo. Of Credits
Foundation CoreSBP1BB0204

Course Description:This course covers the principles, planning, implementation and control of the marketing function in all kinds of organisations. Marketing is the art and science of creating customer value and market place exchanges that benefit the organization and its stakeholders.

This course aims to familiarize students with the marketing function in organizations. It will equip the students with understanding of the Marketing Mix elements and sensitize them to certain emerging issues in Marketing. The course is intended to bring in key principles and activities crucial for the role that marketing has in an organisation.

The course aims to:

  • Develop understanding about marketing management concepts and frameworks, and apply these to a new or existing business
  • Develop skills to analyse and synthesise information and derive insights related to marketing management, from several perspectives

It also explores best practices in managing marketing activities within an organisation and how to measure and impact on demand and attempt to forecast and influence its future levels, magnitude and timing.

Assessment Pattern (Tentative)

 

Mid Term Assessment

20%

End Term Assessment

30%

Project/Field Study

20%

Group Assignment/Quiz/Presentations

30%

Suggested Readings

  • Aaker, D. A. and Mcloughlin, D. (2014). Strategic Market Management:Global Perspectives. John Wiley & Sons.
  • Sheth, J. N., &Sisodia, R. S. (Eds). (2015). Does Marketing Need Reform?: Fresh Perspectives on the Future. Routledge.
  • Percy, L. (2014). Strategic Integrated Marketing Communications. Routledge.
  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th edition). Pearson Higher Education.
  • Kotler, P., Armstrong, G., and Agnihotri, P. Y. (2018). Principles of Marketing (17th edition). Pearson Education.
  • Ramaswamy, V.S. &Namakumari, S. (2018). Marketing Management: Indian Context Global Perspective (6th edition). Sage Publications India Pvt. Ltd.
  • Biswas A. K. (2017). Strategic Market Management: Managing Markets for profit and growth Notion Press.
  • viii. Keller, K.L., Parameswaran, A.M.G., and Jacob, I. (2015).Strategic Brand Management (4th edition). Pearson Education
  • ix. Schmitt, B. (2000). Experiential marketing. Bilbao: Deusto.
  • x. Kumar, N. (2004). Marketing as Strategy: Understanding the CEO's Agenda for driving Growth and Innovation. Harvard Business Review Press.
  • xi. Treacy, M., and Wiersema, F. (2007). The discipline of market leaders: Choose your customers, narrow your focus, dominate your market. Basic Books.
  • xii. Treacy, M. (2005). Double-digit Growth: How Great Companies Achieve It--No Matter what.Penguin.
  • xiii. Capon, N. (2007). The marketing mavens. Crown Business.
  • Dadwal, S. S., Jamal, A., Harris, T., Brown, G., &Raudhah, S. (2020). Technology and Sharing Economy-Based Business Models for Marketing to Connected Consumers.In Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer (pp. 62-93), IGI Global.