CP-202 

: MARKETING MANAGEMENT

Note: - the examiner will set eight questions in all. Q.No.1, comprising of seven short answer type questions, shall be
compulsory. There would be one question in the form of case study. In all, the student would be required to attempt
five questions. All question carry equal marks.

Course Contents

Nature, Scope and Concept of Marketing, Corporate Orientation towards the Market
Place; The Marketing Environment and Environment Scanning; Marketing Information
System and Marketing Research; Understanding Consumer and Industrial markets;
Market Segmentation, Targeting and Positioning; Product Decision and Product-Mix,
product life cycle, new product development, branding and packaging decisions; Pricing
Method and Strategies; Promotion Decision- Promotion Mix, Advertising, Sales promotion,
Publicity and Personal selling; Channel Management- Types and Functions, Selection, Co-
operation and Conflict management, vertical marketing implementation and systems,
Marketing logistics; Organising and implementing marketing in the organisation; Evaluation
and control of marketing efforts; Ethics in marketing; New issues in marketing-
Globalisation, Consumerism, Green marketing, Direct marketing, Network marketing, Event
marketing.

Suggested Readings:

1. Kotler, Philip and Armstrong, G: Principle of Marketing, New Delhi Prentice Hall of India, 2002.
2. Kotler, Philip: Marketing Management, 11th ed., New Delhi, PHI, 2002.
3. Perreault, William D and Mccarthy, Jr. E. Jerome, Basic Marketing, 14 th ed., TMH, 2002.
4. Rajan, Saxena : Marketing Management, 2 nd ed. , TMH, 2002.
5. Czinkota & Kotabe : Marketing Management, Vikas Pub. House, New Delhi.
6. Ramaswamy, V.S. and Namakumari, S: Marketing Management, Planning, Control, Macmillan, New Delhi,
1990.
7. Zikmund: Marketing, 7th ed., Thomson Learning, Mumbai.

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 NNSS' Samalkha Group of Institutions
Teaching Plan
Faculty of Management (MBA)

Name: Vidhi Gandhi Subject: Marketing Management Semester-2nd

SR. TOPIC NO. OF

NO. LECTURES
REQUIRED
1. Nature, Scope and Concept of Marketing 2
 Definition
 Nature
 Scope
 Functions
 Significance/Benefits
 Objectives
 Difference between marketing & selling

2. Corporate Orientation towards the Market 1

Place
 Evolution of Marketing Concepts
 Production Concept
 Product Concept
 Selling Concept
 Marketing Concept
 Holistic Marketing Concepts
 Internal Marketing
 Integrated Marketing
 Society Responsible Marketing
 Relationship Marketing
3. The Marketing Environment and Environment 2
Scanning
 Nature of Marketing Environment
 Controllable and Uncontrollable Marketing
Environment
 Marketing and Environment Interface
4. Marketing Information System and Marketing 2
Research
2
  Meaning of Marketing Information System
 Importance of Marketing Information System
 Sources of Information for Marketing
Information System
 Meaning of Marketing Research
 Importance of Marketing Research
 Limitations of Marketing Research
 Marketing Research Process
 Marketing Information System versus
Marketing Research

5. Understanding Consumer and Industrial markets 2

 Meaning of Industrial Marketing
 Nature of Industrial Markets
 Types of Industrial Customers
 Difference between Industrial and Consumer
Markets
 Understanding Consumer and Industrial Markets
6. Market Segmentation 1
 Concept of Market Segmentation
 Steps in Segmenting a Market
 Benefits of Market Segmentation
 Requisites of Effective Segmentation
 Philosophies of Market Segmentation
 Basis of Market Segmentation
 Procedure for Market Segmentation
 Market Segmentation Strategies
 Differentiated Marketing
 Undifferentiated Marketing
 Concentrated Marketing

7. Targeting 1
 Meaning

8. Positioning 1
 Meaning of Product Positioning
 Determinants of Successful Product Positioning
 Steps in Product Positioning

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9. Product Decision and Product-Mix 2
 Meaning of Product
 Features of Product
 Importance of Product
 Classification of Product
 Layers of Product
 Meaning of Product Mix
 Product Line
 Product Width
 Product Depth
 Factors affecting Product Mix
 Types of Product Strategies and Policies

10. Product Life Cycle 1

 Meaning of PLC
 Significance of PLC
 Stages in PLC

11. New Product Development 3

 Concept of New Product Development
 Sources of New Product Development
 New Product Planning and Development
Process

12. branding and packaging decisions 2

 Concept of Branding
 Branding Decision Process
 Functions of Branding
 Classification of Brands
 Features of Good Brand
 Concept of Packaging
 Importance of Packaging
 Requisites of a good package

13. Pricing Method and Strategies 2

 Introduction to Pricing Policies
 Types of Pricing Policies
 Methods of Pricing
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  Pricing Strategies

14. Promotion Decision -Promotion Mix 3

 Meaning of Promotion
 Objectives of Promotion
 Promotion Mix: Advertising, Sales Promotion,
Publicity, Personal Selling
 Factors affecting Promotion Mix
 Promotional Budget
 Promotional Strategy

15. Channel Management- Types and Functions, 2

Selection
 Concept of Channels of Distribution
 Types of Distribution Channels
 Channel Decisions
 Factors in Choice of Distribution Channels

16. Co-operation and Conflict management 2

17. vertical marketing implementation and systems 1
18. Marketing logistics 1
19. Organising and implementing marketing in the 1
organisation
20. Evaluation and control of marketing efforts 1
21. Ethics in marketing 1
22. Globalisation 1
23. Consumerism 1
24. Green marketing 1
25. Direct marketing 1
26. Network marketing 1
27. Event marketing 1

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 NNSS' Samalkha Group of Institutions
Teaching Plan
Faculty of Management (MBA)
Marketing Management
Seminar Topics for MBA-IInd Sem

1. Sales and ethics: do they go hand-in-hand

2. Who are the best brand ambassadors: Employees or celebrities
3. Go Green Go Global
4. Celebrity marketing mantra: strategies and tactics
5. Role and influence of children in family purchases
6. Brand consciousness amongst customers towards Indian brands
vs. foreign brands in terms of men’s wear
7. Brand piracy in rural markets
8. Advertisement- blessing or curse
9. Event Management
10. Celebrity Endorsement in Advertisement
11. Reverse Marketing
12. De-Marketing
13. Customer Preference for Home Appliances-A study of LG &
Samsung
14. Pricing Strategies in Airline Industry with special reference
Jet Airways & Kingfisher Airlines
15. Brand Promotion – A War with special reference to Pepsi &
Coke
16. Brand Loyalty with special reference to footwear Industry
17. Walmart
18. Bharti Airtel
19. Videocon
20. Marketing for World Cup

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 NNSS' Samalkha Group of Institutions
Teaching Plan
Faculty of Management (MBA)

GD Topics for MBA-IInd Sem

1. Advertising - fairness, company responsibility, unbiased

information
2. Is Advertising an art to promote goods or a mean to
mislead innocent customer
3. Will punch lines rule the Advertisements
4. Advertising is all glitter and little truth.
5. Management Education-Is it necessary to succeed in
business