Unit 1

Marketing Process: Definition, Marketing process, dynamics, needs, wants and demands, value and satisfaction, marketing concepts, environment, mix. Philosophies, selling versus marketing, organizations, industrial versus consumer marketing, consumer goods, industrial goods, product hierarchy.

Buying Behaviour and Market Segmentation: Major factors influencing buying behaviour, buying decision process, businessbuyingbehaviour. Segmenting consumer and business markets, market targeting.

Unit 2

Product Pricing and Marketing Research: Objectives, pricing, decisions and pricing methods, pricing management. Introduction, uses, process of marketing research.

Unit 3

Developing New Products – Challenges in new-product Development – Effective organizational arrangements – Managing the development Process: ideas – Concept to strategy – Development to commercialization – The consumer- adoption process.

Advertising Sales Promotion and Distribution: Characteristics, impact, goals, types, and sales promotions- point of purchase- unique selling proposition. Characteristics, wholesaling, retailing, channel design, logistics, and modern trends in retailing.

Textbook(s)

• Kolter, P.,‘Marketing Management’, Pearson Education 2001.
• Ramasamy and Namakumari, ‘Marketing Environment: Planning, implementation and control the Indian context’, 1990.

Reference(s)

• Paul, G.E. and Tull, D., ‘Research for marketing decisions’, Prentice Hall of India, 1975.
• Tull, D.S. and Hawkins, ‘Marketing Research’, Prentice Hall of Inida-1997.
• Kotler, P. and Armstrong, G., ‘Principles of Marketing’ Prentice Hall of India, 2000.
• Skinner, S.J., ‘Marketing’, All India Publishers and Distributes Ltd. 1998.
• Govindarajan, M., ‘Industrial marketing management’, Vikas Publishing Pvt. Ltd, 2003.

Evaluation Pattern

Course Objective

To educate the students to apply concepts and techniques in marketing so that they become acquainted with the duties of a marketing manager with an emphasis to make the students exposed to the development, evaluation, and implementation of marketing management in a variety of business environments.

Course Outcomes

On successful completion of the Course students will be able to:

• CO1: Illustrate key marketing concepts, theories and techniques for analysing a variety of marketing situations
• CO2: Identify and demonstrate the dynamic nature of the environment in which marketing decisions are taken and appreciate the implication for marketing strategy determination and implementation
• CO3: Develop the ability to carry out a research project that explores marketing planning and strategies for a specific marketing situation
• CO4: Understand the need and importance of sales promotions and make use of advertising
• CO5: Manage a new product development process from concept to commercialization.
• CO6: Illustrate the importance of modern trends in retailing and marketing logistics

CO – PO Mapping