DEPARTMENT OF BUSINESS CLASS:MBA

ADMINISTRATION(PG)
Sem Course Course Course Credits Contact CIA Ext Total
Type Code Title Hours /
Week
II DSC 22MSP09 Marketing 4 4 50 50 100
Management

Nature of Course
Employability Oriented √
Knowledge and Skill Oriented √ Entrepreneurship Oriented √
Skill Development √

Course Objectives
1. To enable the students to understand the market and marketing concepts, functions and
systems by emphasizing on strategies for Indian and global market.
2. To understand the dynamics of marketing in business.
3. To know about the Marketing Channel Systems.
4. To communicate unique marketing mixes and selling propositions for specific products.
5. To understand latest trend in marketing.

Unit Course Contents Hours K Level

Concept of Marketing 10 Up to K5
Introduction to Marketing Management, Objectives and Function of
Marketing Management, Marketing Concepts and Tasks, -
I Marketing environment – economic, demographic, socio-cultural,
technological, political and legal - Concept of Market Segmentation,
Targeting, Market Positioning.

Product Decisions: Concept of a product; Classification of 12 Up to K5

products; Major product decisions; Product line and product mix;
Branding; Packaging and labeling; Product life cycle – strategic
II implications; New product development and consumer adoption
process.
Pricing Decisions: Factors affecting price determination;
Pricing policies and strategies; Discounts and rebates.
Distribution Channels and Physical Distribution Decisions: 12 Up to K5
Nature,functions, and types of distribution channels;
Distribution channel intermediaries; Channel Management
Decisions; Retailing and Wholesaling.
III
Promotion Decisions: Communication Process; Promotion mix –
advertising, personal selling, sales promotion, publicity and public
relations; Determining advertising budget; Copy designing and
testing; Media selection; Advertising effectiveness; Sales promotion
 – tools and techniques.
Marketing Research: Meaning and scope of marketing research; 8 Up to K5
Marketing research process.
IV
Marketing Organization and Control: Organizing and
controlling marketing operations
Current Trends in Marketing 10 Up to K5
Latest trends in Marketing: Digital Marketing, Internet Marketing,
V E- Mail Marketing, Social Media Marketing, and Mobile Marketing
- Green Marketing, Guerilla marketing.
Blue Ocean Strategy Vs Red Ocean Strayegy

Book for Study:

1. Philip Kotler, “Marketing Management”, Pearson Education/PHI 15th Edition, 2017.
Books for Reference
1. Rajan Saxena, “Marketing Management”, Tata McGraw Hill, ,6th Edition ,2019.
2. Ramasamy. VS.& Namakumari. S., “Marketing Management – A Strategic Decision-
Making Approach”, McGraw Hill education, 5th Edition, 2017.
3. Philip Kotler and Kevin Lane Kotler, “Marketing Management: A South Asian
Perspective”,Pearson Education, 11th Edition, 2015.
4. William Perreault, Jr and E. Jerome Mccarthy, “Basic Marketing”, Tata McGraw Hill,
2017.
5. Naresh Malhotra & Satyabhusan Dash “Marketing research,”, Pearson Education
India,2015.
6. Ramphal and Gupta, “Case and Simulations in Marketing”, - Golgatia, Delhi. ,2010.

Web Resources
1. https://www.google.co.in/books/edition/Marketing_Management/kxF_AgAAQBAJ?hl
=en&gbpv=1&dq=Ma rketing+Management&printsec=frontcover
2. https://www.google.co.in/books/edition/Marketing_Management/BW_DQgAACAAJ?h l=en
3. https://www.google.co.in/books/edition/Marketing_Management/c9869T3ZxDsC?hl=
en&gbpv=1&dq=%E2%80%9CMarketing+Management%E2%80%9D,+Tata+McGraw+Hi
ll,+,&printsec=frontcove
4. https://www.google.co.in/books/edition/MARKETING_MANAGEMENT/Wb5flK8SP
D8C?hl=en&gbpv=1&dq=Ramasamy.+VS.%26+Namakumari.+S.,+%E2%80%9CMarketin
g+Management&pg=PA306&printse c=frontcover
5. https://books.google.co.in/books/about/Basic_Marketing.html?id=v7Meiet3EXYC&red
ir_esc=y

Pedagogy :Chalk & Talk, Exercise, Assignments & PPTs.

Rationale for Nature of the Course

1.To understand the current trends used by the companies for Marketing Plans
2.To understand why customers thinks or behave before buying some products
3. To understand the customer’s needs how to persuade them and how
customer’s action canbenefit the business.
Activities to be given
1) Case Study
2) Live Small Project(Group and Individual)
3) Role Play
Name of the Course Designer: Prof.

Priyanka TopraniCourse Learning

Outcomes

CLOs On Completion of the Course, the students should be able to K - Level

CLO 1 Understand and analyze the marketing concepts and its Up to K5
evolution.
CLO 2 Analyze the market based on segmentation, targetingand Up to K5
positioning
CLO 3 Analyze and make decisions on promotion mix and Up to K5
distribution
CLO 4 Understand and analyze the importance of marketing Up to K5
communication and the various methods available.
CLO 5 Visualize and analyze the impact of latest marketing Up to K5
trends for organizational effectiveness.

Mapping of Course Learning Outcomes (CLOs) with Programme Outcomes

(POs)
CLOs PO 1 PO 2 PO 3 PO 4 PO 5
CLO 1 1 1 2 1 2
CLO 2 1 2 2 2 2
CLO 3 1 1 2 1 2
CLO 4 1 2 2 2 2
CLO 5 1 1 2 1 1

Course Designed by Verified Approved

byHOD by
CDCCo-
ordinator

Name and Signature of the Name and Name and Signature

Staff Signature