MARKETING MANAGEMENT

B19BC3040
SCHOOL OF COMMERCE
Program: BCOM INDUSTRY INTEGRATED
Course Title: MARKETING MANAGEMENT
Course Code: B19BC3040
Course Type: HC
Course Presenter: PROF. ABHISHEK DUTTAGUPTA
Course Mentor: PROF. JOHN PRAVIN
Semester & Section: III B
Academic Year: 2020-21
Course Pre-requisites: N/A
L T P: [2] [ 1] [ 0]
Pedagogy: ICT & E-CONTENT
Course Objectives:
1. To understand the basic concepts of marketing, Consumer Behavior
and Advertisement Strategies and impart in depth knowledge about
Market Segmentation, Market targeting and Product Positioning.
2. To impart the depth knowledge about the Marketing Mix and Global
Market Environment and understand the concept of types of
marketing and its issues.

Course Outcomes:
1. Able to know the strategies of advertising and Consumer behavior
process.
2. Know about the Target Market Selection and Strategies of Product
Positioning.
3. Know the techniques of 7P’s of Marketing Mix and Social Media
Marketing in Global Environment
4. Know different types of marketing and distribution system in India.
Syllabus:
Course Program
Unit Topics Outcome Outcome
s s

INTRODUCTION TO MARKETING - Meaning, Evolution of marketing concepts, functions, marketing

environment- Micro and Macro environmental factors, Consumer Behavior – Consumer buying process, Factors
I influencing consumer buying decisions. Marketing - Nature and Scope of Marketing; Marketing Promotional 1 1
Strategies Advertising Strategies for Promoting New Product Vs Existing Products Advertising Structure-Source-
Advertising Budget.
SEGMENTATION, TARGETING & POSITIONING - Market segmentation – concept, importance and bases,
Target market selection: Positioning concept, importance and bases: Product differentiations.
II Retaining Customer & STP Market Segmentation: Levels –Importance-Procedures-Types of Segmentation-Market 2 1
Targeting-Procedures-Product Positioning Objectives-Differentiating the Product-Product Positioning Strategies
Procedure for Creating Customer Relation Management Database-E-Trading.
MARKETING MIX - Marketing Mix 7Ps and 4As-New Challenges of Marketing Field-The Functions of Marketing
Management-Understanding Marketing Management in the context of National and Global Market Environment
III Social Media Marketing. 3 1,2
Marketing Promotional Strategies: Advertising Strategies for Promoting New Product Vs Existing Products.
Advertising Structure-Types of Advertisement-Measuring Effectiveness of Advertisement-DAGMAR approach:
Kinds of Promotion-Tools and Techniques of sales promotion-Push-Pull Strategies of Promotion-Personal Selling.
DEVELOPMENTS & ISSUES IN MARKETING - Distribution System and Recent Trends in Marketing: Online
Marketing – Merits and Demerits. E-Tailer-Impact of FDI in to Indian –Cloud Sourcing-Meaning and Purpose of
IV Channel of Distribution-Managing Distributing Channels-Channel Alternatives Factors affecting Channel Choice- 4 1,2
Direct Marketing and E-Commerce Managing Retailing-Wholesaling and Logistics, Retail Distribution System in
India.
Program outcomes:
1. To foresee the impact of the solutions of the accenting
issues on the organization
2. To grasp the contemporary issues in the area of commerce
and accounts
Reference Books:
1. Principles Of Marketing, Philip T. Kotler, 16th Edition, Pearson Publishing
House.
2. A Framework For Marketing Management, Armstrong Gary, Kotler Philip
13th Edition, Pearson Education.
3. Marketing Management Global Perspective Indian Context, V S
RamaSwamy & S NamaKumari, 4th Edition, Macmillan Publishers India Ltd.
4. W Stanton, B Walker, M Etzel, A Pandit, Marketing Concepts And
Cases,13th Edition, Tata Mcgraw - Hill.
5. Marketing Management: A South Asian Perspective, Kotler, Koshy, Keller
and Jha,13th Edition Pearson.
E-Resources:
Suggested Readings Unit wise:

1. Marketing Management: A South Asian Perspective, Kotler, Koshy, Keller and Jha,15th
Edition Pearson.
2. Marketing, Paul Baines, Chriss Fill, Kelly Page, 2011, Oxford University Press
E-Resources:
1. https://www.smartinsights.com/digital-marketing-
strategy/customer-segmentation-
targeting/segmentation-targeting-and-positioning/

2. https://www.mindtools.com/pages/article/stp-
model.htm
Suggested Readings Unit wise:
1. Marketing Management: A South Asian Perspective,
Kotler, Koshy, Keller and Jha,15th Edition Pearson.
2. Marketing, Paul Baines, Chriss Fill, Kelly Page, 2011,
Oxford University Press
Presentation Topics:
1. Select 2 favorite consumer durable products of
your choice. Design a distribution channel for
them.

Assignment:
1. Find out the impact of Walmart on Flipkart after
its acquisition.
 “Good marketing makes the company look smart.
Great marketing makes the customer feel smart.” –
Joe Chernov
ONLINE MARKETING

• MARKETING ON THE INTERNET

• SUBSET OF DIGITAL MARKETING

ONLINE MARKETING - OBJECTIVES

• Reaching the right audience

• To engage with your audience

• To motivate your audience to take action

• Efficient spending on your campaign

• Return on Investment
ONLINE MARKETING - MERITS

• GLOBAL REACH

• LOWER COST

• TRACKABLE & MEASURABLE RESULTS

• PERSONALISATION

• OPENNESS

• SOCIAL CURRENCY

• IMPROVED CURRENCY RATES

ONLINE MARKETING - DEMERITS

• SKILLS & TRAINING

• TIME CONSUMING

• HIGH COMPETITION

• COMPLAINTS & FEEDBACK

• SECURITY & RPIVACY ISSUES

E-TAILER

• Online Retailer

• E-tailing – Selling goods online

• E-Tailing & Retailing

• Pure Play E-Tailers

• Brick & Clicks E-Tailers

FDI in Indian E-Retail

• 100% FDI Allowed in Marketplace Model

• NO FDI in Inventory Driven Model

Impact of FDI in Indian E-Retail

• No More Deep Discounts

• Corporate Restructuring

• More options for Customers

• Better Service for Customers

CLOUD MARKETING

• Cost Effective

• Customized

• Time Saving
DISTRIBUTION SYSTEM

• Marketing Channel

• Path by which a company delivers products / services to the

customers.
DISTRIBUTION SYSTEM - PURPOSE

• Transactional Function

• Logistics & Physical Distribution

• Facilitation

• Creating Efficiencies

• Sharing Risks

• Marketing
DISTRIBUTION SYSTEM - TYPES

• Direct Channel / Zero Level Channel

• Indirect Channel
• One Level Channel
• Two Level Channel
• Three Level Channel

• Dual Distribution

• Distribution Channel for Services

• E-Commerce
TYPES OF INTERMEDIARIES

• Agents • Retailer

• Distributors • Sales Agent / Manufacturer’s

• Wholesalers Rep

• Consultant • Value Added Reseller

• Dealer
MANAGING DISTRIBUTION CHANNELS

• Participate in Established Channel Structure

• Set Up Your Own Intermediaries

• Decide on the Distribution Channel

• Exclusive Distribution

• Intensive Distribution

• Selective Distribution
CHANNELS ALTERNATIVES

• Types of Intermediaries :
• Company Sales Force

• Manufacturer’s Agency

• Industrial Distributors

• Number of Intermediaries
• Intensive Distribution

• Exclusive Distribution

• Roles & Responsibilities of Channel Members

FACTORS AFFECTING CHANNEL CHOICE

• Market Factors

• Product Factors

• Company Factors

• Channel Related Factors

• Environmental Factors
DIRECT MARKETING

• Marketing materials are provided to consumers directly.

• Removes middleman from the process.

• Focus on :
• Customer
• Data
• Accountability

• Direct Mail Marketing, Catalogue Marketing, Tele Marketing

DIRECT MARKETING - CHARACTERISTICS

• A Set of Database

• Addressing the Listed Customer

• Direct Action Related

• Specific Emphasis
E-COMMERCE

• Different from E-Business

• Process of
• buying, transferring, or exchanging

• products, services, and / or information

• via computer networks, including the internet

• Forms: B2C, B2B, C2B, C2C

E-COMMERCE - BENEFITS

• Overcoming Geographical Locations

• Lower Costs

• Gaining Newer Customers

• Provide Comparison Shopping

• Enable Deals, Coupons & Group Biying

• Provide Reviews and other information easily

• Create Targeted Communication

• Remain Open 24/7

• Create Market for Niche Products

MANAGING RETAILING, WHOLESALING
& LOGISTICS

• RETAILING

• WHOLESALING

• MARKETING LOGISTICS
RETAIL DISTRIBUTION SYSTEM IN INDIA

• RETAILING

• WHOLESALING

• MARKETING LOGISTICS