Marketing Management–II

Class of : 2013 Academic Year : First

Course Code : SL MM 502 Semester : II

Credit : 3 Sessions : 30

Learning Objectives: To equip students with a basic level of understanding on the “importance and role of marketing” in the managerial decision making process of an enterprise. Further, for such of those students who would wish to specialize in marketing, each topic should create curiosity leading to selection of appropriate electives for deeper understanding.

Learning Outcomes

At the end of the course the student should be able to

1. Define concepts of MM-II

2. Identify how these concepts appear in cases/practical situations

3. See the link between MM-I and subsequent concepts

4. See the inter-relation between concepts/situations

5. Use this knowledge to arrive at solutions to practical situations

6. Try to use them in live marketing projects

7. Learn to work in teams through project work/presentations

8. Outline the strategic planning process and identify the role of marketing in the planning

process

Detailed Syllabus:

Customer Databases and Database Marketing:

Customer Databases- Data warehouses and Data

Mining

Integrated Marketing Communications:

Importance and role of marketing communication,

developing effective communication, deciding on

marketing communication mix.

Advertising: Developing and managing advertising,

Decision on media and measurement.

Promotions: Sales Promotion, Publicity, Public

Relations

Pricing Decisions: Internal and External Factors

Affecting Pricing Decisions - Pricing Objectives -

Pricing Approaches - Cost-based Pricing - Buyer-

based Pricing - Competition-based Pricing - New

Product Pricing Strategies - Product-mix Pricing

Strategies - Price Adjustment Strategies - Price

Changes. – Setting the price – initiating and

responding to price changes, price bidding.

Direct and Online Marketing: Growth of direct

marketing - Customer database and direct marketing -

Channels of direct marketing - Online marketing -

Internet and E-commerce.

Brand Decisions: Role and significance,

categorization, selecting brand elements

Global Marketing: Economics of International

Marketing - Global Markets - Export Marketing

Strategies - Government Support.

REFERENCE BOOKS AUTHOR / PUBLICATION

Marketing Management Kotler, Keller, Koshy and Jha, 13th

e, Pearson, 2009

Marketing Management: Global Perspective -

Indian Context, 4th

e

Ramaswamy, V S / Namakumari, S. Macmillan

India Limited, 2009

Marketing, 13th

e Etzel, Michael J et al. McGraw-Hill/Irwin

Rural Marketing Importance, Environment, Rural

Consumer Demand, Size, Composition. 4As in Rural

Marketing

Marketing Research: What is MR? Types and

Scope of MR

Strategic Planning and The Marketing Process:

The Strategic Planning Process: Defining the

Company Mission, Objectives and Roles - The

Corporate SWOT - Designing the Business Portfolio

- Planning Functional Strategies- Developing a

marketing plan- Innovation, Development of Google

/ internet strategy, importance of creating platforms.

The Marketing Management Process: Target

Consumers - Developing the Marketing Mix -

Managing the Marketing Effort – Role of marketing

in the context of strategic planning process

Creating Competitive Advantage: Competitor

Analysis - Identifying the Company's Competitors -

Determining Competitor's Objectives - Identifying

the Competitor's Strengths and Weaknesses -

Estimating Competitor's Reaction Patterns - Selecting

Competitors to Attack and Avoid

Competitive Strategies: Competitive Positions -

Leader Strategies - Challenger Strategies - Market-

follower Strategies - Niche Strategies - Balancing

Customer and Competition Orientations, competitive

arena mapping.

CRM: What is CRM? Its tasks and benefits

Responsibility and Ethics in Marketing

Cases

To be decided by faculty

Suggested Schedule of Sessions

Topic No. of

Sessions

Customer Databases & Database

Marketing 2

Integrated Marketing Communication

and Advertising 3

Promotions 2

Pricing Decisions

(including case discussion) 3

Direct and Online Marketing (including

case discussion) 2

Branding Decisions 2

Global Marketing

(including case discussion) 2

Rural Marketing 2

Marketing Research 2

Strategic Planning and The Marketing

Process

(including case discussion)

2

Creating Competitive Advantage

(including case discussion) 2

Competitive Strategies 2

CRM 2

Responsibility and Ethics in Marketing

(including case discussion) 2

Total 30