Sub Committee for Curriculum Development

Marketing Specialization

Course Name: Essentials of Marketing Management

Number of Credits: 2

Course Code – MM P 002

Course Code: T2114

Course Range – 500-599,

Level - 4

Learning Objective(s): At the end of the course the student will be able to:

1. Apply the fundamental concepts of marketing to the industry.

2. Examine Marketing perspectives essential for all managers today
3. Analyse the marketing strategies of companies.
4. Experiment with out of the box thinking which will help them to develop innovative marketing
strategies.

Pedagogy:

1. Lectures/ Interactive sessions/Visiting Faculty

2. Simulations
3. Case Studies.
4. Presentations
5. Industry / Field Visits.
6. Assignments.
7. Projects.
8. Workshops.

Pre-learning:
 None.

Course Outline

S.No Topic Hours

1 Understanding Fundamentals of Marketing : 4
Definition and evolution of marketing, Scope of marketing:
Company orientations; Fundamental marketing concepts,
needs, wants, demand, target market, value & satisfaction,
relationships & networks, marketing mix, marketing
channels, supply chain, competition, PESTEL factors.

2 Customer Value, Satisfaction and Loyalty. 3

Concept of value, Customer value proposition, Total
customer satisfaction, Monitoring satisfaction, product and
service quality, customer profitability, measuring customer
lifetime value, attracting and retaining customers, Loyalty.
3 Marketing Process- 1
Steps in marketing process
Goal setting
Criterion for planning the process
Analysis of current situation

4 Analyzing Consumer Markets; Cultural, Social, Personal 4

factors; Psychological processes: Motivation, Perception,
Learning and Memory; Five Stage Buying Decision Process
Model; decision making based on level of involvement and
brand differentiation; Methods of profiling buying decision
process
Analyzing Business Markets; Organisational buying,
business buying process, stages in buying process, B to B
customer relations
5 Adapting marketing to changing scenario: 4
 How business practices are changing.
 Pure click versus brick and click companies.
 Digitalization & connectivity.
 Disintermediation and reinter mediation.
 Customization and customerisation.
 Concept of value.
 Websites, online ads and promotion, internet
domains, CRM

6 Market segmentation, Targeting and Positioning. 4

 Market Segmentation, Segmenting the Market,
Benefits / Purpose and Limitations of Market
Segmentations, Market Segmentation Procedure,
Basis for Consumer/Industrial Market
Segmentation.
 Market Targeting – Introduction, Procedure
  Product Positioning - Introduction, Objectives,
Usefulness, Differentiating the Product, Product
Positioning Strategy

7 Marketing - Mix Decisions (Product, Promotions and 4

distribution)
 Product-Mix, Branding and Packaging Decisions,
Product Life cycle - Stages and Strategies for
Different Stages of PLC.
 Promotion: Promotion-mix, Advertising, Sales
Promotion, Personal Selling, Publicity and Public
Relations.
 Channels of Distribution for Consumer/ Industrial
Products, Factors Affecting Channel Distribution

8 Marketing - Mix Decisions (Pricing ) 4

 Pricing Decisions, Pricing Objectives, Policies
Methods of Setting Price, Pricing Strategies

9 Contemporary issues in Marketing: 2

Select any one topic from the ones recommended:

i). Green Marketing
ii).Hospital & Health care Marketing (Why healthcare
marketing, Role of marketing in the Healthcare sector
Collaborative approach to patient care.)
iii). Digital Marketing
iv). E-marketing
v) CSR and Rural Marketing

Books Recommended

1. Kotler / Koshy / Keller / Jha [ 2009 ] – Marketing Management – A South Asian Perspective, 13th
Ed. – Pearson Education ( Reference Book)
2. Kotler Philip [ 2005 ] – Marketing Management – Analysis Planning and Implementation and
Control , 11th Ed. – Pearson Education
3. Kotler Philip / Armstrong Gray [ 2006 ] – Principles of Marketing - 11th Ed. – Pearson Education .
4. CZINKOTA/Kotabe/Mercer [1997] – Marketing management Blackwell Busines.
5. Boyd/Walker/Larreche [1995] – Marketing management -2nd Ed.- Irwin Pub.
6. Etzel/Walker/Stanton [2004] – Marketing – 13th Ed.-TMH
7. Fundamentals Of Marketing (Mc Graw Hill) , Stanton William J
8. Marketing Management: Planning, Implementation And Control, Ramaswamy V.S. And
Namakumari S
9. Strategic Marketing Management Text And Cases;Rangan,V.K Icfai Press 2007 2 Ed.
10. Marketing Research By Day Kumar Wiley Publication 2007 7th Ed
 Suggested Evaluation Methods:

 Class test.
 Group project/ Industry project.
 Presentations.
 Assignments.
 Class Participation.

Parallel/Similar courses the existing curriculum:

S.No Name of the course Institute where it was offered.

1 Marketing Management ( SIIB-IB)

2 Marketing Management ( SIIB-AB)
3 Essentials of Marketing ( SITM)
4 Marketing Management - SITM
5 Marketing Management 1 SIBM-B
6 Marketing Management SCMHRD
7 Marketing Management 1 SIMS
8 Marketing Management 2 SIMS
9 Marketing Management SCMS-P
10 Marketing Management 2 SIBM-B
11 Marketing Management- SIOM
12 Marketing Management 1 SIBM-P
13 Marketing Management- Symbiosis Law school
14 Marketing Management SIHS

Name of Olive Nerurkar Surya Rashmi Sujata Joshi Tarun Khuswa Vaishali Richa
members Rawat Mahajan Arora
Designation Associate Assistant Assistant Associate Associate Assistant
Professor professor professor Professor Professor professor
Org/Inst. SCMS-P SLS PUne SITM SIBM-P SCMHRD SCMS-P

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