Marketing Management

Module

Module Content

Sessions

Marks

I

Basics of  Marketing Management

·         Definition, Scope, Core Concepts, Tasks

·         Basic 4P’s of Marketing Mix & Updated P’s of Marketing Mix

·         Company’s Orientation towards Marketplace

·         Marketing as a value delivery process & Value Chain

·         Content of a Marketing Plan (very briefly)

Capturing Marketing Insights

·         Analyzing the macro-environment

Creating Customer Value:

·         Customer Perceived value

·         Cultivating Customer Relationship

Understanding Consumers’ Markets

·         Consumer Buying Decision Process

Understanding Business Markets

·         Business v/s consumer markets

·         Buying Situations, Participants

·         Process

11

25

II

Segmentation, Targeting and Positioning (STP)

Segmentation:

·         Bases of Segmenting Consumer Markets and Business Markets

Targeting:

·         Meaning, effective segmentation criteria, evaluating and selecting the market segments

Positioning:

·         Developing and establishing Brand Positioning

·         Differentiation strategies

Dealing with Competition

·         Competitive Strategies – Leaders, Challengers, Followers, Nichers

·         Product Life Cycle(PLC) Strategies

Developing Product Strategy

·         Product characteristics and Classification

·         Product hierarchy

·         Product system and mix

·         Product Line and Length decisions

·         Packaging, Labeling and Warranties

10

25

III

New Product Development:

·         Process & Challenges

Brand Management:

·         Brand Equity

·         Brand Equity Models–CBBE

·         Devising Branding Strategies

• Branding decisions

• Co-branding and ingredient branding

• Brand extensions

Developing Services

·         Definition, categories

·         Distinctive Characteristics

·         Service Differentiation

Pricing Decisions

·         Consumer Psychology and Pricing

·         Setting up the price

Price Adaptation and Strategies

12

25

IV

Managing Distribution Channels

·         Marketing Channels

• Role, Importance

• Design & Management Decisions

• Channel Integration and Systems

Retailing, Wholesaling and Logistics Management

Managing Marketing Communications

·         Role of Marketing Communication

·         Developing Effective Communication

·         Managing IMC

Managing Mass Communications

Advertising:

·         5 M’s

Sales Promotions:

·         Major sales promotion tools

Events, Experiences:

Objectives and sponsorship decisions

PR:

·         Functions and PR decisions

·         Tools in marketing PR

Managing Personal Communications:

Direct Marketing:

·         Benefits, different direct marketing channels

Interactive Marketing:

·         Advantages and disadvantages

·         Interactive marketing communication options

Word-of-mouth:

·         Platforms–Social Media, Viral marketing, opinion leaders

Personal Selling:

Major steps in effective selling

12

25

V

Practical

·         Studying the Market Segmentation bases used by various companies to segment the markets for their products.

·         Studying distribution strategies of various companies

·         Analyze a few new products / services launched recently and their marketing mix

·         Studying the product life cycle of various products/brands with strategies adopted at various level Compare and analyze marketing communications of a few brands in the same product / service category

15

NIL