Teaching Plan

201. Marketing Management

Prof. Pankaj Kapse.

Unit Lectur Planne Completion Remar

Topic Sign.
No e No. d Date Date k
New Product Development :Need for
1
new product development
New Product Development Process:
2 Idea Generation to
commercialization
Booz Allen &Hamilton Classification
3
Scheme for New Products
Branding: Introduction to Branding,
4 Product Vs. Brand, Meaning of a
Unit brand, brand equity & brand elements.
1 Packaging & Labeling: Meaning & role
5
of Packaging & Labeling,
6 Tutorial
Primary, Secondary & Shipment
7
packages
Concept & characteristics of Product
Life Cycle, Relevance of PLC, Types
8
of PLC & Strategies across stages of
the PLC.
9 Tutorial
Unit Pricing Basics: Meaning, Importance
2 10 and Factors influencing pricing
decisions
Setting the Price: Setting pricing
11 objectives, Determining demand,
Estimating costs,
Analyzing competitors’ pricing,
12 Selecting pricing method, Selecting
final price.
13 Tutorial
Adapting the Price: Geographical
14
pricing, Price discounts & allowances
Promotional pricing, Differentiated
15
pricing,
16 Price Change: Initiating & responding
to price changes.
 17 Tutorial
The Role of Marketing Channels:
18 Channel functions & flows, channel
levels
Channel Design Decisions: Analyzing
customers’ desired service output
19
levels, establishing objectives
&constraints
Identifying & evaluating major channel
20
Unit alternatives
3 21 Tutorial
Channel Options: Introduction to
22
Wholesaling, Retailing,
Franchising, Direct marketing , E-
23
Commerce Marketing Practices
Market Logistics Decisions: Order
24 processing, Warehousing, Inventory&
Transportation.
25 Tutorial
Introduction: The role of marketing
26
communications in marketing effort
Communication Mix Elements:
27 Introduction to Advertising, Sales
Promotion,
28 Personal Selling, Public Relations,
Developing Effective Communication:
29 Identifying target audience,
determining communication objectives,
Designing the communications,
30
Unit selecting communication channels
4 31 Tutorial
Direct Marketing. Concept of
32 Integrated Marketing Communications
(IMC)
Deciding Marketing Communications
33
Mix
Factors in setting marketing
34
communication mix
35 Measuring communication results
36 IMC in Marketing - revision
37 Tutorial
38 Product Level Planning
Unit Preparation & evaluation of a product
39
5 level marketing plan,
40 Nature & contents of Marketing Plans-
 Executive Summary, Situation
Analysis, Marketing Strategy,
Financials, Control
41 Tutorial
Marketing Evaluation & Control:
42
Concept, Process & types of control
Annual Plan Control, Profitability
43
Control
Efficiency Control, Strategic Control,
44
Marketing audit
45 Tutorial

Learning Resources:

Learning Resources for the subject

 201. Marketing Management

1 Text Books:-

1. Marketing Management by Philip Kotler, Kevin Lane Keller, Abraham Koshy,

2. Mithileshwar Jha, Pearson , 13thEdition
3. Marketing Management by Rajan Saxena, TMGH, 4th Edition

2 Reference Books:-

1. Principles of Marketing by Philip Kotler, Gary Armstrong, Prafulla Agnihotri,

2. Ehasan Haque, Pearson, 13thEdition
3. Marketing Management- Text and Cases, Tapan K Panda, 2nd Edition, Excel Books
4. Marketing Management by Ramaswamy & Namakumari, Macmillan, 4th Edition.

3 Supplementary Reading Material:-

1. Marketing Whitebook (Latest Edition)

2. Brand Equity Supplement of The Economic Times
3. Brand Wagon Supplement of The Financial Express
4. Strategist Supplement of Business Standard
5. Legends in Marketing by Jagdish N. Sheth

4 Websites:-

1. NCAER - http://www.ncaer.org/
2. 2011 Census of India Reports - http://www.censusindia.gov.in/
3. ASCI - www.ascionline.org/
4. http://www.marketingpower.com/Pages/default.aspx (American Marketing Association)