Marketing Management

Syllabus

Course Code: GC 09

Marketing Management

Unit 1: Product: Meaning, The Role of Product as a Market Offering, Goods & Services Continuum Classification of Consumer Products- Convenience, Shopping, Shopping, Unsought Goods. Classification of Industrial Products Materials and Parts, Capital Items, Supplies and Services. Product Levels: The Product Hierarchy, Product Systems and Mixes, Product Line Analysis, Product Line Length, the Customer Value Hierarchy. New Product Development - Need, Booz Allen & Hamilton Classification Scheme for New Products, New Product Development Process – Idea Generation to Commercialization. Sustainable Practices in Product Design, Go-to-Market Strategy, Branding: Concept, Definition and Commodity vs. Brand, Product vs Brand, and And Concept of Brand Equity. Packaging & Labeling: Meaning & Role, Types of Packaging, Sustainable Practices in Packaging and Labeling, (7 + 2) 

Unit 2: Pricing: Meaning, the Role of Pricing, Importance and Factors Influencing Pricing Decisions. Setting the Price: Setting Pricing Objectives, Determining Demand, Estimating Costs, Analyzing Competitors’ Pricing, Selecting Pricing Method, Selecting Final Price. Adapting the Price: Geographical Pricing, Price Discounts & Allowances, Promotional Pricing, Differentiated Pricing, Concept of Transfer Pricing, Dynamic Pricing (Surge Pricing, Auction Pricing), Pricing in Online Marketing (Free, Premium, Freemium). Token based Pricing. Price Change: Initiating & Responding to Price Changes. Use of Big Data and Generative AI in Pricing Decisions (7 + 2) 

Unit 3: Place: Meaning, the Role of Marketing Channels, Channel Functions & Flows, Channel Levels, Channel Design Decisions - Analyzing Customers’ Desired Service Output Levels, Establishing Objectives & Constraints, Identifying & Evaluating Major Channel Alternatives. Channel Options - Introduction to Wholesaling, Retailing, Franchising, Direct Marketing, Introduction to Channels in International Market, Online Interaction Versus Offline Interaction -Introduction to Omni Channel & Hybrid Channel Options, Phygital Channels. Show Rooming and Web Rooming, Market Logistics Decisions – Order Processing, Warehousing, Customer Fulfilment Center, Dark Stores, Inventory, and Logistics. Last-Mile Logistics, Role of IOT and Block Chains in Market Logistics Decisions (7 + 2) 

Unit 4: Promotion: Meaning, The Role of Marketing Communications in Marketing Effort. Communication Mix Elements, Introduction to Advertising, 5Ms of Advertising, Sales Promotion, Personal Selling, Public Relations, Word of Mouth (WOM), Direct Marketing, Traditional to Digital Promotion = Contextual Marketing, Permission Marketing, Data Driven Marketing, Attention, Interest, Desire, Action (AIDA) to 5A (Aware, Appeal, Ask, Act, and Advocate), Concept of Integrated Marketing Communications (IMC), Developing Effective Communication - Communication Process, Steps in Developing Effective Marketing Communication - Identifying Target Audience, Determining Communication Objectives, Designing a Message, Choosing Media, Selecting Message Source, Collecting Feedback. Shaping the Overall Promotion Mix: Promotional Mix Strategy, Push-Pull Strategies. Role of Generative AI in Promotion Decisions (7 + 2) 

Unit 5: Product Level Planning: Preparation & Evaluation of a Product Level Marketing Plan, Nature & Contents of Marketing Plans - Executive Summary, Situation Analysis, Marketing Strategy, Financials, and Control. Marketing Evaluation & Control - Concept, Process & Types of Control - Annual Plan Control, Profitability Control, Efficiency Control, Strategic Control, Marketing Audit, Impact of Technology on Marketing Planning and Control = Connected Marketing Mix -Four C’s (Co-creation, Currency, Communal Activation, and Conversation). Application of Agile Marketing Practices in Marketing Planning and Control, Use of Immersive Marketing for Marketing Planning and Control Decisions. (7 + 2)