Marketing Management

Syllabus

Course Code: MB25C10

Marketing Management

Course Objectives

This course aims to develop a comprehensive understanding of marketing fundamentals, strategic planning, and marketing mix decisions in dynamic global and digital environments. Students will learn to analyze buyer behavior, develop market-driven strategies, and apply contemporary tools in digital and social media marketing. The course also equips learners with skills in customer relationship management, ethical marketing practices, and data-driven decision-making. Emphasis is placed on real-world application through case analysis, marketing research, and simulations aligned with global and Indian Business scenarios.

Foundations of Marketing and Business Environment

Defining Marketing Core Concepts in Marketing - Evolution of Marketing - Marketing Planning Process Scanning Business Environment: Internal and External Value Chain Core Competencies - PESTEL SWOT Analysis Marketing Interface with Other Functional Areas Production, Finance, Human Relations Management, Information System Marketing in Global Environment - International Marketing - Rural Marketing - Prospects and Challenges.

Strategic Marketing and Market Segmentation

Marketing Strategy Formulations Marketing Consumer Marketing Consumer and Industrial Markets Marketing Mix Components. Key Drivers of Marketing Strategies for Industrial Services Marketing Competition Analysis Analysis of Influence of Economic and Behavioral Factors Strategic.

Product, Pricing, and Channel Decisions

Product Planning and Development Product Life Cycle, New Product Development and Management - Defining Market Segmentation - Targeting and Positioning - Brand Positioning and Differentiation Channel Management - Managing Integrated Marketing Channels, Managing  Retailing, Wholesaling and Logistics - Advertising and Sales Promotions - Pricing Objective, Policies and Methods.

Consumer and Organizational Buyer Behavior

Understanding Industrial and Consumer Buyer Behavior Influencing Factors - Buyer Behaviour Models Online Buyer Behaviour Building and Measuring Customer Satisfaction Customer Customer Acquisition, Retaining, Defection Creating Long Term Relationships Management Loyalty Relationships.

Marketing Research and Data-Driven Decision Making

Marketing Information System Marketing Research Process Concepts and applications: Product - Advertising - Promotion Consumer Behaviour - Retail Research Customer Driven Organizations - Cause Related Marketing - Ethics in Marketing Online Marketing Trends - Social Media and Digital Marketing.

Contemporary Trends and Ethical Marketing

Green Cause-Related and Sustainable Marketing Ethical and Legal Aspects in Marketing Marketing Social Media Marketing Influencer and Content Marketing Mobile and Digital Marketing Trends Personalization and Marketing Automation Emerging Tools in Digital Marketing (SEO, SEM, Email, Analytics) - Customer-Centric Marketing Organizations.