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Gujarat Technological University: Master of Business Administration

This document outlines the course details for Marketing Management, including: 1) The course aims to help students understand marketing concepts and apply them, analyze problems, and consider ethics. It will also improve communication and advocacy skills. 2) The 40-session course covers topics like the marketing mix, segmentation, competition, products, pricing, distribution, and communications. 3) Students will be evaluated through internal and external assessments, including a mid-term exam, end-term exam, class participation, and assignments.

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Aniket Patel
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84 views5 pages

Gujarat Technological University: Master of Business Administration

This document outlines the course details for Marketing Management, including: 1) The course aims to help students understand marketing concepts and apply them, analyze problems, and consider ethics. It will also improve communication and advocacy skills. 2) The 40-session course covers topics like the marketing mix, segmentation, competition, products, pricing, distribution, and communications. 3) Students will be evaluated through internal and external assessments, including a mid-term exam, end-term exam, class participation, and assignments.

Uploaded by

Aniket Patel
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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GUJARAT TECHNOLOGICAL UNIVERSITY

MASTER OF BUSINESS ADMINISTRATION


Year – 1 (Semester – II) (W.E.F. Academic Year 2018-19)
Subject Name: Marketing Management (MM)
Subject Code: 4529203

1. Learning Outcomes:

Learning Outcome Component Learning Outcome


Business Environment and Domain  Understanding of the role and functions of marketing
Knowledge (BEDK) in an organization.
 Ability to apply the concepts and techniques to
Critical thinking, Business Analysis,
Problem Solving and Innovative various marketing contexts.
Solutions (CBPI)  Ability to analyse marketing problems and provide
solutions based on a critical examination of
marketing information.
Global Exposure and Cross-Cultural  Appreciation for the global nature of marketing and
Understanding (GECCU) appropriate measures to operate effectively in
international settings.
Social Responsiveness and Ethics  Evaluate and act upon the ethical and environmental
(SRE) concerns linked to marketing activities.
Effective Communication (EC)  Advance reasoned and factually supported arguments
effectively in written work and oral presentation.
Leadership and Teamwork (LT)  Demonstrate the ability to justify marketing strategies
and advocate a strategically informed position when
considering marketing plan implementation.

2. Course Duration: The course duration is of 40 sessions of 60 minutes each.

3. Course Contents:
Module Module Content No. of 70 Marks
No: Sessions (External
Evaluation)
Basics of Marketing Management
 Definition, Scope, Core Concepts, Tasks
I  Basic 4 P’s of Marketing Mix & Updated P’s of Marketing 10 17
Mix
 Company’s Orientation towards Marketplace
 Marketing as a value delivery process & Value Chain
 Content of a Marketing Plan (very briefly)
Capturing Marketing Insights
 Analyzing the macro-environment
Creating Customer Value:
 Customer Perceived value
 Cultivating Customer Relationship
Understanding Consumers’ Markets
 Factors affecting consumer buying Behaviour
 Key Psychological Processes
 Consumer Buying Decision Process
Understanding Business Markets
 Business v/s consumer markets
 Buying Situations, Participants
 Process
Segmentation, Targeting and Positioning (STP)
Segmentation:
 Bases of Segmenting Consumer Markets and Business
Markets
Targeting:
 Meaning, effective segmentation criteria, evaluating and
selecting the market segments
Positioning:
 Developing and establishing Brand Positioning
 Differentiation strategies
II Dealing with Competition 10 18
 Competitive Strategies – Leaders, Challengers, Followers,
Nichers
 Product Life Cycle (PLC) Strategies
Developing Product Strategy
 Product characteristics and Classification
 Product hierarchy
 Product system and mix
 Product Line and Length decisions
 Packaging, Labeling and Warranties
New Product Development:
 Process & Challenges
III Brand Management: 10 18
 Brand Equity
 Brand Equity Models – CBBE
 Devising Branding Strategies
o Branding decisions
o Co-branding and ingredient branding
o Brand extensions
Developing Services
 Definition, categories
 Distinctive Characteristics
 Service Differentiation
Pricing Decisions
 Consumer Psychology and Pricing
 Setting up the price
 Price Adaptation and Strategies
Managing Distribution Channels
 Marketing Channels
o Role, Importance
o Design & Management Decisions
o Channel Integration and Systems
Retailing, Wholesaling and Logistics Management

Managing Marketing Communications


 Role of Marketing Communication
 Developing Effective Communication
 Managing IMC

Managing Mass Communications


Advertising:
IV  5 M’s 10 17
Sales Promotions:
 Major sales promotion tools
Events, Experiences:
 Objectives and sponsorship decisions
PR:
 Functions and PR decisions
 Tools in marketing PR

Managing Personal Communications:


Direct Marketing:
 Benefits, different direct marketing channels
Interactive Marketing:
 Advantages and disadvantages
 Interactive marketing communication options
Word-of-mouth:
 Platforms – Social Media, Viral marketing, opinion
leaders
Personal Selling:
 Major steps in effective selling
Practical
 Studying the Market Segmentation bases used by
various companies to segment the markets for their
products.
 Studying distribution strategies of various companies
 Analyze a few new products / services launched (30 Marks
V ---
recently and their marketing mix CEC )
 Studying the product life cycle of various
products/brands with strategies adopted at various
level
 Compare and analyze marketing communications of a
few brands in the same product / service category

4. Pedagogy:
 ICT enabled Classroom teaching
 Case study
 Practical / live assignment
 Interactive class room discussions

5. Evaluation:
Students shall be evaluated on the following components:
Internal Evaluation (Internal Assessment- 50 Marks)
A  Continuous Evaluation Component 30 marks
 Class Presence & Participation 10 marks
 Quiz 10 marks
B Mid-Semester examination (Internal Assessment-30 Marks)
C End –Semester Examination (External Assessment-70 Marks)

6. Reference Books:
No. Author Name of the Book Publisher Year of
Publication /
Edition
th
Philip Kotler & Marketing Pearson 15 / Latest
1
Kevin Lane Keller Management Education
Principles of Marketing
Lamb, Hair, Sharma Cengage
2 – A South Asian Latest
& McDaniel Learning
Perspective
Stanton, Etzel & Fundamentals of
4 McGraw Hill Latest
Walker Marketing
Marketing
Kotler, Keller, Koshy Pearson
5 Management – A South Latest
and Jha Education
Asian Perspective
Arunkumar and Marketing Vikas
6 Latest
Meenakshi Management Publishing
Note: Wherever the standard books are not available for the topic appropriate print and online
resources, journals and books published by different authors may be prescribed.

7. List of Journals/Periodicals/Magazines/Newspapers, etc.


1. Journal of Marketing
2. Indian Journal of Marketing
3. Journal of Marketing Management
4. Journal of Retailing
5. Journal of Consumer Behaviour
6. Brand Equity

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