St. Xavier’s College SYBMS Sem 3 Syllabus: Marketing Management

Marketing Management is a Semester 3 subject of SYBMS at St. Xavier’s College. Marketing Management subject makes the BMS students understand the basic fundamentals of marketing management, it would also involve a detailed study of the various elements of the marketing mix as applied by both domestic and international firms. Marketing Management subject also seeks to equip BMS students to be visionary marketing professionals who would add value to the organization.

The topics covered in Unit 1 (number of lectures required is 15) are as follows:

1. The 4Ps and Cs of Marketing
2. Marketing as an activity, function and philosophy
3. Needs, wants and demand; transactions, transfers and exchanges
4. Orientation of a firm: Production concept, product concept, selling concept and marketing concept
5. New trends in marketing: E-marketing, internet marketing and marketing using social networks, societal marketing / relationship marketing.

The topics covered in Unit 2 (number of lectures required: 15) are as follows:

Marketing Research: MIS and Consumer Behaviour:

1. The micro environment of business (management structure; marketing channels; markets in which a firm operates; competitors and stakeholders.
2. Macro Environment: political factors; economics; socio-economic factors; technological factors (PEST analysis)
3. Marketing Research:
4. Importance of marketing research,
5. Types of marketing research,
6. Product research,
7. Sales research,
8. Consumer research,
9. Promotion research.
10. Consumer Behaviour:
11. Basic stimulus response model;
12. Influence on consumers decision making process;
13. High involvement and low involvement products;
14. Influences on buying behavior: cultural factors, social factors, personal factors, psychological factors (Maslow’s hierarchy);
15. Methods of sales forecasting.

The topics covered in Unit 3 (number of lectures required: 15) are as follows:

1. Industrial Buying Behaviour,
2. Product and brand Management,
3. STP,
4. Decision making process,
5. DMUs and its composition factors influencing purchasing,
6. Economic environment,
7. Organizational factors,
8. Inter-personal characteristics and individual buying characteristics,
9. Key differences between consumer and organizational buying.
10. Product and Brand Management:
11. Product Management-
12. Core, tangible and augmented products,
13. Product decision mix,
14. Product line decisions,
15. Strategic filing,
16. Line modernization decisions,
17. New product development process,
18. Idea generation,
19. Screening,
20. Concept development and testing,
21. Marketing market testing,
22. Test marketing and commercialization,
23. Product life cycle – introduction, growth, maturity, decline.
24. Brand management:
25. Brand equity,
26. Branding decisions,
27. Brand extension and brand portfolios.
28. Segmentation targeting and Positioning (STP):
29. Segmentation variables for consumer markets,
30. Geographic, demographic, behavioural, psychographic,
31. segmentation variables for industrial markets,
32. customer location,
33. type of industry,
34. size of the firm,
35. purchase criteria etc.
36. Targeting: undifferentiated marketing,
37. Single segment and multi segment structures;
38. Guidelines for selecting target markets
39. Position: identifying frame of reference,
40. Points of parity and points of difference,
41. Choosing category membership,
42. Product and brand differentiation for identifying of position

The topics covered in Unit 4 (number of lectures required: 15) are as follows:

1. Pricing decisions,
2. Channel decisions,
3. Promotion mix,
4. Strategies,
5. Integrated marketing communication,
6. Marketing services,
7. Ethics in marketing.
8. Pricing decisions:
9. Pricing objectives,
10. Factors influencing pricing decisions,
11. Types of pricing: markup / cost plus pricing, perceived value pricing, value pricing, geographic pricing etc.;
12. Responding to competitors,
13. Action through price and non-price variables,
14. Impact of the products: stage in the PLC on pricing decisions.
15. Channel decisions:
16. Types of channels,
17. Intensity of distribution,
18. Channel conflict and channel management,
19. Retailing importance and types of retail formats,
20. Indian retail scenario,
21. Promotion mix,
22. Advertising: importance and scope,
23. Sales promotions: objectives, consumer promotions,
24. PR and publicity,
25. Personal selling: recruitment, selection, training, motivation and evaluation,
26. Selling sales rep.
27. Integrated marketing communication:
28. Definition of target audience,
29. Determining communication objectives,
30. Designing communication and selection of channels.
31. Marketing services:
32. Characteristics of services,
33. Ways of improving services,
34. Delivery,
35. Managing service maturity
36. Ethics in marketing:
37. Advertising standards Council of India,
38. Code of ethics in advertising,
39. Promotion to children,
40. Unfair practices in marketing.

Continuous Internal assessment:

Mid semester test

Project work – presentation.

The list of reference books of Marketing Management is as follows:

1. Marketing Management : A South Asian Perspective – Kotler, Keller, Koshy and Jha – 12e Pearson / Prentice Hll
2. Marketing Concepts and Cases – Etzel, Stanton, Walker and Pandit, 13t Tata McGraw Hill
3. Marketing management – Russel S. Winer, 3e, Pearson Education
4. Principles of Marketing – Kutze Boone, Thomson
5. Marketing Management – S.H.H. Kazmi, Excel
6. Marketing Management – Kerin Hartley, Tata Mcgraw Hill
7. Marketing Management – Ramaswamy and Namakumari, Macmillan India
8. Peterson Marketing Strategic Problems – Roger Kerin / Robert A, Prentice hall
9. Marketing – Roger A. Kerin, Steen W. Harley, Tata Mcgraw Hill
10. Marketing Planning and Strategy – Thomson