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DEPARTMENT OF MANAGEMENT STUDIES

Course Plan Academic Year

Staff Name :

Subject Code & Name : BA7203 Marketing Management

Branch : M.B.A A! Section

Seme"ter : ##

$ota% No. of our" : '0$ota% No. of (eriod" : 72

Obec!i"e # $o guide the "tudent" in the area" of Marketing Management and to

under"tand the conce(t" of Marketing Management.

$is! o% Re%erence &oo's#

)* +Philip Kotler and Kevin Lane, Marketing Management, PHI Learning / Pearson Education13thEdition, 2!

)2 + Keith "lether, Marketing Management and In#ormation $echnolog%, Prentice Hall,1&&!'

)3 + Micheal (')*inkota + Masaaki Kotae, Marketing Management, -ikas $homson

Learning, 2'

S$(NO To)ic Name

Re%(bo

o's

No( o%

Periods

Cum(

Periods

UNIT I INTRODUCTION

*. Marketing,#ntroduction )*-)3 * *

2. Nature and Sco(e of Marketing )*-)3 * 2

3. bjecti/e" of Marketing )*- )3 * 3

. Conce(t" of Marketing & Se%%ing 1" Marketing )*- )3 *

. eature" of the Market )*- )3 *

'. A((roache" to the "tud4 of Marketing )*- )3 * '

7. Marketing Management $a"k" )*- )2 * 75. #m(ortance of Marketing )*- )2 * 5

6. Marketing n/ironment )*- )2 * 6

*0. Marketing 8roce"" )*- )2 * *0

**. Marketing unction )*- )2 * **

*2. 9%oba% Marketing n/ironment )*- )2 * *2

*3. o to enter g%oba% market )*-)3 * *3

*. 8ro"(ect" and cha%%enge" of 9%oba% n/ironment )*-)3 * *

*. Marketing #nformation S4"tem )*-)3 * *

UNIT II MARKETING STRATEGY

*'. Marketing Strateg4 ormu%ation" )*- )2 * *'

*7. ormu%ating Marketing Strateg4 )*- )2 * *7

*5. Strategic 8%anning 8roce"" )*- )2 * *5

*6. #m(%ementation of Strateg4 )*- )2 * *6

20. 8ortfo%io Ana%4"i" )*- )2 * 20

2*. )i/a%r4 Strategie" )*- )2 * 2*

22. 9roth Strategie" )*-)3 * 22

23. Con"o%idation Strategie" )*-)3 * 23

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2. unctiona% Strategie" )*-)3 * 2

2. Marketing Mi; )*-)3 * 2

2'. #ndu"tria% and Con"umer Marketing )*- )3 * 2'

27. Marketing Ser/ice" )*- )3 * 27

25. ""entia% %ement" of Marketing Mi; inSer/ice" marketing

)*- )3 * 25

26. Com(etitor Ana%4"i" )*- )3 * 26

UNIT III MARKETING MIX DECISIONS

30. 8roduct Management )*- )3 * 30

3*. Need for ne (roduct" )*- )3 * 3*

32. Ste(" in the ne (roduct de/e%o(ment )*- )3 * 32

33. 8roduct di/er"ification )*- )3 * 33

3. 8roduct

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'2. Marketing Intelligence )*- )2 * '2

'3. (esearch Process )*- )2 * '3

'. $%pes o# (esearch )*- )2 * '

'. Marketing (esearch Process )*- )2 * '

''. pplication o# Marketing (esearch )*- )2 * ''

'7. Product (esearch )*- )2 * '7

'5. dvertising research, Promotion research )*-)3 * '5

'6. (esearch on )onsumer ehaviour )*- )3 * '6

70. )ustomer driven organi*ation )*- )3 * 70

7*. Ethics in Marketing and Ethical issues inMarketing (esearch

)*- )3 * 7*

72. 4nline marketing trend )*- )2 * 72

TESTS#

S$(NO TOPIC DATE

* * & nit

2 * & nit

3 Mode% ;am

ASSIGNMENTS#

S$(NO TOPIC DATE

* nit *& unit 2

2 nit 3 & unit

3 nit

$AST *OR+ING DAY#

S!a%% In C,ar-e Direc!or.DoMS