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MSP Syllubus

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17 views2 pages

MSP Syllubus

Uploaded by

Banavath Nagaraju
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MARKETING STRATEGIES AND PLANNING

Course Outcomes:

1. Create a hypothetical strategic marketing plan for a product or service, incorporating key elements.
2) Appreciate the need for understanding the marketing environment and analyze how the environmental
factors impact the marketing practices and performance of organizations.
3) Analyze and design marketing strategies for Marketing mix elements.
4) Gain insights into the impact of competition, how companies deal with competition and brand related
concepts

UNIT-I: Strategic Marketing and Planning - Marketing Strategy - Definition, significance and
conditions for the success of Marketing Strategy. Three strategy levels (Corporate / business / functional
level strategies). Steps in developing marketing strategies and plans. Contents of a marketing plan.
Marketing Environment-macro &micro analysis (Assessing industry attractiveness with Porter’s five forces
model). Segmentation, targeting and positioning Marketing research.

UNIT-II: Connecting with Customers: Creating Customer Value, Satisfaction and Loyalty, Customer
Perceived Value (CPV), Customer Life Time Value. Steps in customer value analysis. Way of increasing
value of the customer base. Dealing with Competition and Building Strong Brands- Definition, Role of
Brands, Brand Loyalty, Brand Preference. Brand Equity, Brand elements -criteria for choosing brand
elements. Marketing mix (4 P’s).

UNIT-III: Product Strategies and Market Offerings - Designing Product strategies and managing
through the life cycle. New product development process. Factors contributing to new product
development. Challenges in new product development. Consumer adoption process.

UNIT-IV: Pricing and Marketing Intermediaries -Pricing Strategies. Steps in setting the price. Initiating
price cuts and price increases - reasons and impact on competitors’ pricing and buyers. Retailing - meaning
and types of retailers. Wholesaling - meaning and functions of wholesalers. Logistics - meaning and market
- logistics decisions

UNIT-V: Marketing Communication and Integrated Marketing Communication (IMC) - Integrated


Marketing Communication-meaning and managing the IMC process. Managing communication and
promotion tools - the recent trends and tools used in advertising, PR, sales promotion, personal selling and
direct marketing. Recent trends in marketing practices: use of technology in marketing, socially responsible
marketing, new consumer capabilities and company capabilities.

Text Books:
1. Philip Kotler, Kevin lane Keller, Abraham Koshy and Mithileshwar Jha (2009). Marketing Management
- A South Asian Perspective: Thirteenth Edition. New Delhi : Pearson Education.
2. V. S. Ramaswami and S Namakumari (2009). Marketing Management - Global Perspective Indian
Context : Fourth Edition. New Delhi : Macmillan India.

Reference Books:
1. Free R. David. Strategic Management : Concept & Cases New Delhi : Prentice Hall.
2. William Station, Etzel Michael J, Walker Bruce & Stanton William (2004). Marketing : 13th Edition.
New Delhi : Tata McGraw-Hill.

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