MARKETING MANAGEMENT

Course objectives
After the completion of this course, students will be able to understand the concept and importance of marketing management.

Course outline

1. Concept and Framework of Marketing Management (10 hours)
1. Core concepts of marketing: needs, wants and demands.
2. Different orientations towards the marketplace: the production concept, the product concept, the selling concept, the marketing concept, and the social marketing concepts.
3. Marketing management variables: product, packaging, promotion, place, price, people, etc.


2. Market Segmentation and Positioning (6 hours)
1. The general approach to market segmentation
2. Product positioning and product differentiation


3. Customers and Markets (10 hours)
1. Consumer behavior: Individual and organizational buying behaviors.
2. Defining customer value and satisfaction
3. Delivering customer value and satisfaction


4. Product Life Cycle and New Product Development (4 hours)
1. Different stages of product life cycle
2. Importance and scope of new product development.


5. Concept of Technology Marketing (10 hour)
1. Understanding terminology of product in global market and organization
2. Various prospective and approaches for technology transfer
3. Issues in technology management
4. Mechanism and modes of technology transfer
5. Technology transfer to developing nations- appropriate technology


6. Group Project Work, Reporting and Presentation (5 hours)

References:

1. Philip Kotler “Marketing Management: Analysis, Planning, Implementation and Control”.
2. Gilbert A. Churchill, Jr. and J. Paul Peter “Marketing: Creating Value for Customers” , Austin Press.
3. Gobind Agrawal, “Marketing Management”.

Evaluation Scheme:
The Questions will cover all the chapters in the syllabus. The evaluation scheme will be as indicated in the table below:

*There could be minor deviation in mark distribution.