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MARKETING MANAGEMENT-I

Course code: 108

Instructor: Prof. S.C. Sahoo

Contact No: 91-9437184127

E-MAIL: sahoo.swarup@yahoo.in

COURSE CONTENT AND OBJECTIVE:

This course covers the core areas of marketing such as understanding the market and

marketing so as to create, communicate and deliver needed values for the customer. The

marketing in the 21st century, new areas of marketing, the consumer behavior, the market

environment, analyzing a marketing opportunity, marketing planning and control processalso form part of this course. STP i.e. segmentation, targeting, and positioning are also

covered in this paper. The objectives of this course are to acquaint the students with the

core concepts of marketing and also teach them how to develop a product or service which

will fulfill the needs of the consumer. Another objective of this course is to enable the

students to develop marketing strategy keeping in mind the market environment.

LEARNING DEVICES:

As the course is an interesting one learning this subject is much like learning a language. Tofacilitate this lecture, case analysis and discussion, group assignment and presentation,

surprise quizzes, exercises etc. shall be followed in the pedagogical mix.

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MARKETING MANAGEMENT-I

Course code: 108

(4 Credit, 20 Sessions)

MODULE-I: Understanding Marketing (8 Hours)

Understanding marketing as creating, communicating and delivering value. Core concepts of

marketing: need, want, demand, value, exchange, transaction. Marketing Myopia, marketing Vs.

selling, Evolution of marketing concepts through ages, marketing management process, marketing

mix, marketing challenges in 21st century, new concepts in marketing: societal marketing, social

marketing, green marketing, e-marketing. Nature of marketing products and services.

MODULE-II: Understaning Market Environment & Consumer Behavior (8 Hours)

The market environment: macro and micro environment. Analyzing market environment.

Techniques used, Consumer behavior: factors affecting consumer behavior, Consumer decision

making process, Consumer behavior model: Howard-Sheth model, Buyer black box.

MODULE-III: Marketing Planning & Control (8 Hours)

Analyzing market opportunity: the process. Developing a marketing plan, marketing planning

process. Forecasting of demand: methods used. Measuring marketing programme- annual plan

control, efficiency control, strategic control.

MODULE-IV: Designing Marketing Strategy (6 Hours)

Market segmentation: meaning, importance and bases. Effective segmentation criteria, selecting the

target market. Positioning: concept, types and process. Analyzing the competition. Attacking and

defending strategies. Value chain analysis.

Text Books:

1. Phililip Kotler and Kevin Lane Keller - Marketing Management: 13th Edition, Pearson2. Rajan Saxena - Marketing Management : 4th Edition, TMH3. V.S. Ramaswamy & S Namakumari - Marketing Management, Macmillan

References:

1. Grewal and Levy - Marekting Management, TMH2. Marketing Management - Dr. K. Karunkaran, Himalaya3. R.Srinivasan - Case Studies in Marketing- Indian context: 4th Edition, PHI

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Marketing Management

SALES AND DISTRIBUTION MANAGEMENT

Course Code 403.1

Instructor: Prof. S.C.Sahoo

Contact No: 91-9437184127

E-MAIL: sahoo.swarup@yahoo.in

COURSE CONTENT AND OBJECTIVE:

The major areas of the course are sales force planning, control and motivation. sales forecasting and

HR areas. Designing distribution strategy particularly, selection of channels and channel members,

evaluation of channel performance, the use of IT in physical distribution also form part of this

paper. This course seeks to provide the students with insights into basic functions of managing the

sales force and distribution management with the objective of maximizing the efficiency and

effectiveness of the firms revenue generating arm.

LEARNING DEVICES:

As the major objective of this course is to make the student aware of fundamentals of sales force

management and distribution management, the pedagogical mix shall comprise of lecture, in-class-

exercises, case method, role play, exercises, assignments, and presentation.

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SALES AND DISTRIBUTION MANAGEMENT

Course Code 403.1

(4 Credit 20 sessions)

Module-I: Understanding Sales Management and Selling Process. (08 Hrs)

Sales Management- meaning, nature and functions. Role of the sales manager. The personal selling

process. Sales Forecasting- need & methods, Sales Budgeting. Managing sales territories. Sales

Quota setting, Forms of sales organizations.

Module-II: Sales Force Management (08 Hrs)

Determining the size of the sales force. Recruitment, selection and training of the sales force.

Controlling and motivating the sales force- various methods. Sales force compensation. Evaluating

the sales force performance.

Module-III: Designing Distribution Strategy (08 Hrs)

Distribution- Importance, methods. Marketing channels. Wholesaling, Retailing Role and functions

of wholesalers and Retailers. Selection and appointment of channel members. Motivating,

controlling and evaluating the channel and channel members.

Module-IV: Physical Distribution Management. (06 Hrs)

Physical distribution system- components: order processing, inventory, planning, management and

control, transporting, warehousing. Market logistics and supply chain management. Role of IT in

physical distribution of goods and services.

Text Books:

1. Havaldar & Cavale - Sales and Distribution Management; TMH2. S.L. Gupta - Sales and Distribution Management; Excel Books3. Panda & Sahdev - Sales and Distribution Management; Oxford University Press4. Sales Management Still, Cundif and Govani

Reference Books:

1. Ballou- Business logistics/Supply Chain Management; Pearson2. Acharya and Govekar - Marketing and sales management, Bombay:HPH3. Marketing Channels Stern, Ansary, & Coughin