marketing Maangement Course Delivery Presentation

8/12/2019 marketing Maangement Course Delivery Presentation

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Amity Business School

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Marketing Management

MBA (Gen) Class of 2014, Semester I

MBA (M&S) Class of 2014 Semester I

MBA (E&L) Class of 2014 Semester I

MBA (HR) Class of 2014 Semester I

MBA (Retail Management) Class of 2014, Semester I

By:

Mr. Ashok Sharma

Ms. Mamta Mohan

Ms. Ruchika Nayyar

Ms.Vandana Gupta

Ms Mona Chaudhary


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Course Objective

To provide the students exposure to Marketing

concepts, tools and techniques

To help them develop abilities and skills required

for the performance of marketing functions

To relate their learning with day to day examples

of marketing


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Module I: Understanding Marketing in New perspective

Fundamentals of Marketing, Customer Value and Satisfaction,Customer Delight, Conceptualizing Tasks and Philosophies ofMarketing Management, Value Chain, Scanning the MarketingEnvironment, Marketing Mix Elements, Difference between

marketing and Selling, Relationship marketing, Social marketing,Strategic Planning in marketing, formulating the marketing plan.

Number of session s: 04

Lectures

Formulating a Marketing Plan

Case studies


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Module II: Analyzing Consumers & Selecting Markets

The factors influencing consumer behavior. The stagesin the buying process, the buying decision makingprocess, factors effecting the buying decision., MarketSegmentations, Levels of Market Segmentations,

Patterns, Procedures, Requirement for EffectiveSegmentation, Evaluating the Market Segments,Selecting the Market Segments, Tool for CompetitiveDifferentiation, Developing a Positioning Strategy.

Number of sessions: 06

Lectures

Quiz

Case studies


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Module III: Managing Product & Pricing Strategies

Classification of products, New Product development,

stages of product development, Adoption process,

Product mix decisions and line management, Length,

width and depth of a line, line analysis, and brand

management, product life cycle, stages in lifecycle andfactors affecting each stage, Managing product life

cycles. Setting the price, adapting the price, initiating and

responding the price changes.

Number of sessions:06

Lectures

Hypothetical situations

Case studies


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Module IV: Designing: Managing the Integrated Communication

Channel functions and flows. Channel design decisions.Channel management decisions. Channel dynamics;vertical horizontal and multi channel marketing systems.Market Logistics decisions.

Effective Communication, Integrated MarketingCommunication, Marketing Communication Process,Promotion mix, Advertising, Personal Selling, SalesPromotion and Publicity and Public Relations, DirectMarketing.

Number of session s:08

Lectures

Case studies


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Module V: Emerging Trends in Marketing

An Introduction to Internet Marketing, Multi LevelMarketing, E-Marketing, Green Marketing, EventMarketing, Types of Events, Sponsorship, Cause

Related Marketing, Marketing for Non ProfitOrganizations Marketing Strategies for Leaders,Challenges, Followers and Nichers

Number of sessions: 04

Lectures

Real examples related with urban and rural areas

Case studies

Vodafone ultra low cost Mobile Handsets for Emerging markets


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Class Schedule

Teaching classes: 28

Case Study Presentations: 02

Mid Term


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Internal Assessment

Mid Term:10 marks

Group Projects: 10 marks Case study presentations:05 marks


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References Kotler, Armstrong, Agnihotri, Haque, (2010), Principles of

MarketingA South Asian Perspective(13thEdition),

Pearson India Pvt.

Rajan Saxena, (2010) , Marketing Management, TataMcGraw Hill

Ramaswamy, Namakumari,(2009), Marketing

Management, Macmillan


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Session Plan

Session 1 Introduction to Marketing, Difference Between Marketing and Sales,Customer Value and Satisfaction

Session 2 Marketing Environment, Formulating a marketing Plan, Relationshipmarketing, Social marketing, Strategic Planning in marketing

Session 3 The stages in the buying process, the buying decision making process,factors effecting the buying decision, Factors of Consumer Behavior

Session 4 Market Segmentations, Levels of Market Segmentations, Patterns,Procedures, Requirement for Effective Segmentation, Evaluating the

Market Segments, Selecting the Market Segments

Session 5 Tool for Competitive Differentiation, Developing a Positioning Strategy,Case study related with consumer behaviour

Session 6 Continuous Evaluation Case study Presentation

Session 7 Classification of products, New Product development, stages of productdevelopment, Adoption process, Product mix decisions and line

management

Session 8 product life cycle, stages in lifecycle and factors affecting each stage,Managing product life cycles, Pricing Introduction


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Session 9 Setting the price, adapting the price, initiating and responding the pricechanges. Case Studies

MID TERM

Session 10 vertical horizontal and multi channel marketing systems, 3 Party Logistics,Cases on Logistics

Session 11 Channel functions and flows. Channel design decisions. Channel managementdecisions. Channel dynamics, Market Logistics decisions

Session 12 Integrated Marketing Communication, Marketing Communication Process,Promotion mix, Advertising, Personal Selling, Sales Promotion and Publicity

and Public Relations, Direct Marketing.

Session 13 Designing an AD campaign, Case studies, Project Presentations

Session 14 Internet Marketing, Multi Level Marketing, E-Marketing, Green Marketing,Event Marketing, Project Presentations

Session 15 Marketing Strategies for Leaders, Challenges, Followers and Nichers, Revision


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Thank You

marketing Maangement Course Delivery Presentation

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