P.S.

V COLLEGE OF ENGINEERING AND TECHNOLOGY

(Approved by AICTE, New Delhi and Affiliated to Anna University, Chennai)
(Inclusion Under Section 2(f) & 12(B) of the UGC Act, 1956)
(An ISO 9001: 2015 Certified Institution)
Chennai – Bangalore Highway, (NH-46),
Mittapalli, Balinayanapalli Post, Krishnagiri-635 108.

DEPARTMENT OF MANAGEMENT STUDIES

ABOUT OUR COLLEGE :

P.S.V College of Engineering and Technology is executed by St.Joan’s

Educational Trust. The Founder of the Trust, Dr.P.Selvam, is an academician with
rich experience in teaching and having achieved an unenviable reputation in this
own profession, Dr.P.Selvam, a keen social activist and visionary, felt that he should
contribute his might to the betterment of the society as a part of his social
commitment. This he felt, could be achieved by promoting Educational Institutions
that imp art high quality knowledge at an affordable cost so that the middle class,
the less privileged and the underprivileged could get more benefits.
Chairman
Dr. P. SELVAM, M.A., B.Ed., M.Phil., Ph.D.,

SECRETARY
Dr.S.VIVEK, M.A., EDMSL (UK)., MBA(UK).,Ph.D
 P.S.V COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE, New Delhi and Affiliated to Anna University, Chennai)
(Inclusion Under Section 2(f) & 12(B) of the UGC Act, 1956)
(An ISO 9001: 2015 Certified Institution)
Chennai – Bangalore Highway, (NH-46),
Mittapalli, Balinayanapalli Post, Krishnagiri-635 108.

Principal

Dr. P. LAWRENCE M.E., Ph.D., an ardent and dynamic personality, completed his
B.E in Mechanical Engineering from PSNA College of Engineering & Technology,
Dindigul and his M.E in Thermal Engineering from Sri Venkateswara College of
Engineering, Sriperumbudur. He is a doctorate with his Ph.D in Mechanical
Engineering from Anna University, Chennai, and has a long Teaching Experience
that spans over a period of 20 years. During his tenure as Head, he mobilized grant
from various agencies to equip the department with state-of-the-art-facilities for
research & Consultancy. He has diverse experience including design,
manufacturing, Quality assessment of engineering components and accessories for
the automobile industry.
Dr.P.LAWRENCE is one of the liable members in professional bodies like
Institution of Engineers (India), Indian Institute of Welding, Indian Society for
Technical Education, Society of Automotive Engineers (USA), American Society of
Mechanical Engineers etc. His areas of research are Alternate fuel & IC engine. He
has published over 20 technical papers in Journals/ Conferences. He has organized
many Seminars and short Term Courses where he proved his eminency. He has been
serving as the principal of our college from June 2015. An ardent learner and a stern
leader he steers the college towards unprecedented heights. He is a recognized
supervisor for Anna University and PRIST University. Also, he is a editorial board
member of the journal “Journal of Advanced Engineering Research”.
 P.S.V COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE, New Delhi and Affiliated to Anna University, Chennai)
(Inclusion Under Section 2(f) & 12(B) of the UGC Act, 1956)
(An ISO 9001: 2015 Certified Institution)
Chennai – Bangalore Highway, (NH-46),
Mittapalli, Balinayanapalli Post, Krishnagiri-635 108.

DEPARTMENT OF MANAGEMENT STUDIES

ABOUT THE DEPARTMENT:

The Department of Management Studies was established in the year 2009 with an
objective of producing Young Management Executives with global standards. The MBA
programme is a 2-year (4 semesters) full time Master Degree programme in Business
Administration. While the first year is devoted to foundational course, the second year would
enable the students to gain depth knowledge in different areas and specialize in elective fields like
Finance, HR, Marketing and Operations Management. The department maintains high standards
in conducting lectures by academicians, Industrial Visits, Personality development programmes,
Case studies and Guest lecturers from Industry. An erudite team of faculty members moulds the
enthusiastic students into multifaceted professionals. Apart from this, the Department conducts
various interactive training programmes for the students. Department of Management Studies is
committed to impart Technical and Research based quality education and to develop innovative
skills among the students and to enrich the academic activities through continual improvement in
the teaching and learning processes. The department also focuses on infusing confidence in the
minds of students and to develop them as entrepreneurs. It is also constantly upgrading the
technical expertise for producing competent professionals to cater to the needs of society and to
meet the global challenges. Much care is taken to involve the faculty in the development of
professional skills and to take an active interest in counseling the students. Students are
encouraged to participate in various activities like Paper presentation, Business quiz, Trade

Expo’s, sports, EDC, WEC, and cultural activities. Students are motivated to undergo Internship

Training every year.

 P.S.V COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE, New Delhi and Affiliated to Anna University, Chennai)
(Inclusion Under Section 2(f) & 12(B) of the UGC Act, 1956)
(An ISO 9001: 2015 Certified Institution)
Chennai – Bangalore Highway, (NH-46),
Mittapalli, Balinayanapalli Post, Krishnagiri-635 108.

DEPARTMENT OF MANAGEMENT STUDIES

COURSES OFFERED:

PG – M.B.A

VISION:
To create the imaginative and successful manager in the field of HR, Finance, Production,

Marketing and allied specialization by imparting quality education and human values.

MISSION:

M1: To Promote a Quality Education in Business Management .

M2: To Educate and create the optimistic manager .

M3: To Emphasis in self renewal and continuous improvement in management .

M4: To Enhance the Students Competency Skill in Ethical Manner.

M5: To promote Self Employment by improving their proficiency.

 P.S.V COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE, New Delhi and Affiliated to Anna University, Chennai)
(Inclusion Under Section 2(f) & 12(B) of the UGC Act, 1956)
(An ISO 9001: 2015 Certified Institution)
Chennai – Bangalore Highway, (NH-46),
Mittapalli, Balinayanapalli Post, Krishnagiri-635 108.

Head of the Department

Name : Prof .J. RAMYA

Designation : Head & Associate Professor

Qualification
: M.B.A
Email ID
: hodmba@psvcet.ac.in
Interest
: HR,Marketing,Legal Aspect of Business.

View
Profile
Faculty Members
1. Prof. R.VASU
Assistant Professor – View Profile
2. Prof. K.KRITHIGA
Assistant Professor – View Profile
3. Prof. C.PAVITHRA
Assistant Professor – View Profile
4. Prof. M.ZUBHER
Assistant Professor – View Profile
5. Prof. S.ASHWINI
Assistant Professor – View Profile
6. Prof. F.BENEDICT CASSINO
Assistant Professor – View Profile
7. Prof. Dr.SURESHRAJAN.S.G
Associatet Professor – View
Profile
8. Prof. V.SANGEETHA
Assistant Professor – View Profile
 P.S.V COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE, New Delhi and Affiliated to Anna University, Chennai)
(Inclusion Under Section 2(f) & 12(B) of the UGC Act, 1956)
(An ISO 9001: 2015 Certified Institution)
Chennai – Bangalore Highway, (NH-46),
Mittapalli, Balinayanapalli Post, Krishnagiri-635 108.

Dr .SURESHRAJAN.S.G
Associate Professor /M.B.A

M.B.A - First Year - Subject Handle: BA4207 MARKETING MANAGEMENT

(Syllabus) 2021-regulation Anna University

BA4207 MARKETING MANAGEMENT

COURSE OBJECTIVES:
To understand the changing business environment and the fundamental premise underlying market
driven strategies.
To identify the indicators of management thoughts and practices.
UNIT I INTRODUCTION 9
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
.
UNIT II MARKETING STRATEGY 9
Marketing strategy formulations – Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing – Consumer Marketing − Services marketing – Competition Analysis − Analysis of consumer
and industrial markets − Influence of Economic and Behavioral Factors − Strategic Marketing Mix
components.

UNIT III MARKETING MIX DECISIONS 9

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 Objectives, Policies and Methods
 P.S.V COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE, New Delhi and Affiliated to Anna University, Chennai)
(Inclusion Under Section 2(f) & 12(B) of the UGC Act, 1956)
(An ISO 9001: 2015 Certified Institution)
Chennai – Bangalore Highway, (NH-46),
Mittapalli, Balinayanapalli Post, Krishnagiri-635 108.

UNIT IV BUYER BEHAVIOUR 9

Understanding Industrial and Consumer Buyer Behavior − Influencing factors – Buyer Behavior Models
– Online buyer behavior − Building and measuring customer satisfaction – Customer relationships
management – Customer acquisition, Retaining, Defection − Creating Long Term Loyalty Relationships.

UNIT V MARKETING RESEARCH & TRENDS IN MARKETING 9

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 TOTAL: 45 PERIODS

COURSE OUTCOMES:
1. Applied knowledge of contemporary marketing theories to the demands of business and management
practice.
2. Enhanced knowledge of marketing strategies for consumer and industrial marketing
3. Deep understanding of choice of marketing mix elements and managing integrated marketing channels
4. Ability to analyze the nature of consumer buying behaviour
5. Understanding of the marketing research and new trends in the arena of marketing

REFERENCES:
1. Philip T. Kotler and Kevin Lane Keller, Marketing Management, Prentice Hall India, 15th Edition,
2017.
2. KS Chandrasekar, “Marketing management-Text and Cases”, Tata McGraw Hill Education, 2012
3. Lamb, Hair, Sharma, Mc Daniel– Marketing – An Innovative approach to learning and teaching-
A south Asian perspective, Cengage Learning, 2012.
4. Paul Baines, Chris Fill, Kelly Page, Marketing, Asian edition, Oxford University Press,5 th edition,
2019.
5. Ramasamy, V.S, Namakumari, S, Marketing Management: Global Perspective Indian Context,
Macmillan Education, New Delhi, 6 th edition, 2018.
6. A. NAG, Marketing successfully- A Professional Perspective, Macmillan 2008.