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Advance Marketing Management

This document provides information on a marketing module for a 2-year postgraduate program. The module objectives are for students to relate marketing principles to real-world practices, analyze situations using marketing concepts, and integrate marketing with other management disciplines. The learning objectives are to identify customer needs, evaluate marketing decisions, assess customer satisfaction, and develop marketing strategies. The curriculum includes sessions on various marketing strategies, the product lifecycle, branding, services marketing, communications, and sales management. Students will be assessed through case study analyses, interactive sessions, and a written exam at the end of the term.

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Jeevendra Pratap Singh
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1K views6 pages

Advance Marketing Management

This document provides information on a marketing module for a 2-year postgraduate program. The module objectives are for students to relate marketing principles to real-world practices, analyze situations using marketing concepts, and integrate marketing with other management disciplines. The learning objectives are to identify customer needs, evaluate marketing decisions, assess customer satisfaction, and develop marketing strategies. The curriculum includes sessions on various marketing strategies, the product lifecycle, branding, services marketing, communications, and sales management. Students will be assessed through case study analyses, interactive sessions, and a written exam at the end of the term.

Uploaded by

Jeevendra Pratap Singh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Module Descriptor

Program Course MKTC2202 Credit Term II 1 No. of sessions Start Date Co-requisite Lead Faculty Guest Faculty 24 (75 mins each) Pre-requisite Number of Students Other Faculty Module Objective: After learning the basic Marketing Principles and Concepts, the students should be able to relate them to the practices in the real world. The students should be able to analyze the situation and come up with a solution with the Marketing and Management Concepts. They should be able to integrate Marketing with other disciplines of Management so that holistic solution is offered. At the end of the module the students will understand and analyze the market environment, customers and competitors, in order to facilitate marketing decision making. The students will be able to apply the knowledge and skills gained from this subject towards the development of effective marketing plans to spur business growth. Learning Objective:

2-YEAR PGPM

Area Code

Marketing

Advanced Marketing Management

identify customer needs and perform market segmentation to target segments Make marketing decisions about product, price, place and promotion Evaluate customer satisfaction, value and relationship management Identify and evaluate key market trends and consumer behavior make appropriate decisions about possible entry to new markets Develop effective marketing and branding strategies Plan and implement integrated marketing communications strategies

Curriculum & Session Plan Text Book Additional Reading Resource Requirement Assessment

Refer Annexure 1

Marketing Management, 13/e, Philip Kotler et al, Pearson Refer Annexure 2 Staff: RA, Faculty members, Guest Faculty Library: Books & Periodicals, Online Journals Refer Annexure 3

ANNEXURE 1
Sessi ons No. 1 24 Refere nce Topic Analysis, Strategy, Process, Integration Strategy Models Related to Marketing Management Portfolio Models (BCG, GE) Michael Porter Igor Ansoff SWOT / TOWS Gap Analysis in service marketing Segmenting, Targeting, Positioning Strategies Product Life cycle Strategies, New Product Development, Product Price relationship Brand Management Brand Development, Brand Launch, Brand Promotion and Brand Equity Marketing of Services Integrated Marketing Communication. Direct Marketing, Social Interactive Media Personal Sales Effective Selling and Relationship Building Management of Sales Team Effective Sales Force Management, Issues and Solutions CRM and Customer Loyalty Activity structur e Lecture Lecture Facul ty

56 7 8 10 11 12 13 14 15 16 17 18 19 20

Case Study & Analyses Case Study & Analyses Lecture Case Study & Analyses Case Study & Analyses Case Study & Analyses Case Study Analysis Case Study & Analyses Case

21 - 24

Review of entire module

Study & Analyses Interacti ve sessions

ANNEXURE 2
Text Book
1. Marketing Management : A South Asian perspective (Pearson Education 13th

Edition), Kotler Philip, Keller Kevin Lane, Koshi Abraham and Jha Mithileshwar. Additional Reading 1. Marketing Management, 4/e : Rajan Saxena; TMH 2. Principles of Marketing, 12/e : Philip Kotler and Gary Armstrong; Pearson 3. Marketing: An Introduction, 7/e : Gary Armstrong and Philip Kotler; Pearson Education 4. Marketing, 14/e, : M J Etzel, B J Walker, W J Stanton, A Pandit; McGraw Hill 5. Marketing Management, 4/e : V S Ramaswamy and S Namakumari; Macmillan

Annexure 3

Assessment
During Term Assessment MARKS (Total during Term) END OF TERM EVALUATION MODE OF ASSESSMENT As per Faculty FREQUE NCY Minimum 3 FOCUS AREAS Topical 50 Written Exam One Entire Module 50 100 MARK DISRIBUT ION

GRAND TOTAL

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