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Marketing Management: Course Code: BTM 706 Credit Units: 03 Course Objective

This document provides an overview of a marketing management course, including its objectives, modules, examination scheme, and references. The course aims to help students understand concepts, philosophies, processes, and techniques of managing marketing operations. It covers topics like introduction to marketing, market analysis, product planning and pricing, promotion and distribution decisions, and marketing organization and control.

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Sanjay Gomasta
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117 views1 page

Marketing Management: Course Code: BTM 706 Credit Units: 03 Course Objective

This document provides an overview of a marketing management course, including its objectives, modules, examination scheme, and references. The course aims to help students understand concepts, philosophies, processes, and techniques of managing marketing operations. It covers topics like introduction to marketing, market analysis, product planning and pricing, promotion and distribution decisions, and marketing organization and control.

Uploaded by

Sanjay Gomasta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MARKETING MANAGEMENT

Course Code: BTM 706 Credit Units: 03



Course Objective:
The course aims at making students understand concepts, philosophies, process and techniques of managing marketing operations of a
firm.

Course Contents:

Module I: Introduction to Marketing
Meaning, nature and scope of marketing; Marketing philosophies; Marketing management process; Concept of marketing mix.

Module II: Market Analysis
Understanding marketing environment; Consumer and industrial buyer behaviour; Market measurement; Market segmentation, selection
and positioning.

Module III: Product Planning and Pricing
Product concept; Types of products; Major product decisions; Brand management; Product life cycle, New product development
process; Pricing decisions; Determinants of price; Pricing process, policies and strategies.

Module IV: Promotion and Distribution decisions
Communication process; Promotion tools advertising, personal selling, publicity and sales promotion; Distribution channel decisions
types and functions of intermediaries, Selection and management of intermediaries; Logistics decisions inventory management,
warehousing, transportation and insurance.

Module V: Marketing Organization and Control
Emerging trends and issues in marketing Consumerism, rural marketing, social marketing; direct and online marketing; green
marketing.

Examination Scheme:

Components A CT S/V/Q HA EE
Weightage (%) 5 10 8 7 70
CT: Class Test, HA: Home Assignment, S/V/Q: Seminar/Viva/Quiz, EE: End Semester Examination; Att: Attendance

Text & References:

Baker, Michael J., Marketing: An Introductory Text, McMillan Press Ltd.
Czinkota, Michael R., Massaki, Kotabe and David Mercer B., Marketing Management: Text and Cases, Blackwell Publishers,
Massachusetts.
Kotler, Philip, Marketing Management: Analysis Planning, Implementation and Control, 9th Ed., Prentice Hall of India Pvt. Ltd. ,
New Delhi.
Kotler, Philip and Armstrong, Gary, Principles of Marketing, 6
th
ed., Prentice Hall of Indi, Pvt. Ltd., New Delhi.
Mc Carthy, E.Jerome and Pessault, William D. Jr., Basic Marketing, Richard D. Irwin Inc., Homewood, Illinois.
Saxena, Rajan, Marketing Management, Tata McGraw Hill Publishing Company, New Delhi.
Stanton, William J., Eizel, Michael J. and Walker Bruce J., Fundamentals of Marketing, 10
th
ed., McGraw Hill.

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