Department: MBA
Subject: MARKETING MANAGEMENT
Teacher: Mrs. V. NAGA LAKSHMI Academic Year: 2020-21
Year/Semester: I--II
Course
Outcomes:
|
DESCRIPTION |
Bloom’s Level |
|
|
At
the end of this course the student will able to: |
||
|
CO1 |
Student will be able to identify the difference between market
and marketing, and gain knowledge on the evolution of marketing concepts |
Factual, Conceptual& Applied |
|
CO2 |
Student will be able to understand the
importance of STP approach in marketing and the bases for segmentation and to
identify the key points of positioning techniques |
Factual, Conceptual & Procedural |
|
CO3 |
Student will be able to gain the
knowledge on product mix and pricing strategies adopted by marketers in the
market |
Factual, Procedural & Applied |
|
CO4 |
Student gains knowledge about
marketing communication process and communication mix elements and their
importance in marketing |
Factual,
Conceptual & Procedural |
|
CO5 |
Student gains
knowledge on distribution types and the importance of sales force
compensation and determining the size of sales force |
Factual,
Conceptual & Procedural |
Text book References:
Text book -1: Kotler,
Keller, Koshy, Jha, “ Marketing Management”
Text book-2: CN Sontakki, “Marketing Managemnt”
Contents/Activities:
1
|
Factual: Factual knowledge consist basic information about a
particular subject or discipline that students must be acquainted with. This
may include the terminology and the specific details or elements of a subject |
·
Introduction to Marketing: Needs
- Wants – Demands - Products - Exchange - Transactions (UNIT-1) ·
Market Segmentation, Targeting
and Positioning: Identification of Market Segments - Consumer and
Institutional/corporate Clientele - Segmenting Consumer Markets (UNIT-2) ·
Product and Pricing Aspects:
Product – Product Mix - Product Life cycle -Obsolescence- Pricing- Objectives
of Pricing (UNIT-3) ·
Marketing Communication:
Communication Process – Communication Mix – Integrated Marketing
Communication (UNIT-4) ·
Distribution, Marketing
Organization and Control: Channels of Distribution-Intensive, Selective and
Exclusive Distribution (UNIT-5) |
2
|
Conceptual: Conceptual knowledge consists of knowledge of,
or understanding of concepts, principles, theories, models,
classifications, etc. We learn conceptual knowledge through
reading, viewing, listening, experiencing, or thoughtful, reflective mental
activity.
|
·
Concept of Market and Marketing
and Marketing Mix - Production Concept- Product Concept - Sales and Marketing
Concept - Societal Marketing Concept - Green Marketing concept - Indian
Marketing Environment (UNIT-1) ·
Methods of Pricing - Selecting
the Final price - Adopting price - Initiating the price cuts - Imitating
price increases-Responding to Competitor’s price changes.(UNIT – 3) ·
Managing Advertising Sales
Promotion - Public relations and Direct Marketing - Sales force, Determining
the Sales Force Size - Sales force Compensation.(UNIT-4) |
3
|
Procedural: Procedural knowledge is the knowledge exercised in
the performance of some task.
|
·
Segmentation Basis – Evaluation and Selection of
Target Markets – Positioning significance - Developing and Communicating a
Positioning Strategy(UNIT-2) ·
Organizing the Marketing
Department - Marketing Implementation - Control of Marketing Performance -
Annual Plan Control - Profitability Control - Efficiency Control - Strategic
Control. (UNIT-5) |
4
|
Applied: Applied
knowledge is learning that is used in various situations and contexts.
|
·
Case study analysis (Unit- I to
Unit-V)
·
Mini Reports and Presentations
(Unit- I to Unit-V)
|
Schedule and Sequence:
Day
|
Topic
|
Objectives
|
Before
Class-Videos, e-Books, Case Studies
|
In-Class-Activities,
Quiz
|
Post-Class-Assignment,
Discussion Forum
|
1
|
Introduction to Marketing: Needs -
Wants – Demands - Products - Exchange - Transactions - |
-. Learn the
difference between the global marketing and domestic marketing, and various
orientations
|
·
Refer
the Text book 1 ·
Page
No: 14-17 * Handout |
·
Lecture
on Basic Concept of global marketing |
Review
on the topic |
2
|
Introduction to Marketing: Needs -
Wants – Demands - Products - Exchange - Transactions - |
·
Refer
the Text book -1 ·
Page
No: 14-7 * Handout |
·
Lecture
on scope and importance of global marketing |
Review
on the topic |
|
3
|
Concept
of Market |
·
Refer the Text book2 Page No: 1.3-1.6 *Handout |
·
Lecture
on difference between global marketing and domestic marketing |
Review
on the topic |
|
4
|
Marketing and Marketing Mix -
|
·
Refer
the Text book -2 Page No: 1.8-1.12 * Handout |
·
Lecture
on reasons for attractiveness of developing country markets globally |
Review
on the topic |
|
5
|
Marketing and
Marketing Mix - |
·
Refer
the Text book -2 Page No: 4.1-4.13 * Handout |
·
Lecture
on international orientations |
Review
on the topic |
|
6
|
Production
Concept- Product Concept - Sales and Marketing Concept - Societal Marketing
Concept - Green Marketing concept |
·
Refer
the Text book 2 ·
Page
No: 1.12-1.15 * Handout |
·
Lecture
on international orientations |
Review
on the topic |
|
7
|
Production Concept- Product Concept - Sales and
Marketing Concept - Societal Marketing Concept - Green Marketing concept
|
·
Refer
the Text book -2 Page No: 1.12-1.15 * Handout |
·
Lecture
on internationalization concept |
Review
on the topic |
|
8
|
Production Concept- Product Concept - Sales and Marketing Concept -
Societal Marketing Concept - Green Marketing concept
|
·
Refer
the Text book -2 Page No: 1.12-1.15 * Handout |
·
Lecture
on driving and restraining forces to do business globally |
Review
on the topic |
|
9
|
Indian
Marketing Environment |
·
Refer
the Text book -2 Page No: 3.11-3.1 * Handout |
·
Lecture
on driving and restraining forces to do business globally |
Review
on the topic |
|
10
|
Indian Marketing Environment |
·
Refer
the Text book -2 Page
No: 3.11-3.19 * Handout |
·
Lecture
on different participants involved in international marketing |
Review
on the topic |
|
11
|
Indian
Marketing Environment |
·
Refer
the Text book -2 Page No:
3.11-3.19 *
Handout |
·
Lecture
on different participants involved in international marketing |
Review
on the topic |
|
12
|
UNIT-2 Market
Segmentation, Targeting and Positioning: |
Knowledge of STP Approach and bases for segmenting, positioning,
targeting methods
|
·
Refer
the Text book -2 Page No:9.1-9.2 * Handout |
·
Lecture
on International marketing strategy |
Review
on the topic |
13
|
Identification of Market Segments |
·
Refer
the Text book -2 Page No: 9.2-9.3 * Handout |
·
Lecture
on entry strategies in to the global markets |
Review
on the topic |
|
14
|
Consumer and
Institutional/corporate Clientele |
·
Refer
the Text book -2 Page No: 9.5-9.9 * Handout |
·
Lecture
on modes to enter in to the global markets |
Review
on the topic |
|
15
|
Markets
Segmentation Basis |
·
Refer
the Text book -2 Page No: 9.5-9.9 * Handout |
·
Lecture
on segmentation concept globally |
Review
on the topic |
|
16
|
Evaluation
and Selection of Target Markets |
·
Refer
the Text book -2 Page No: 9.5-9.9 * Handout |
·
Lecture
on international targeting and the key points to be kept in mind for
targeting |
Review
on the topic |
|
17
|
Evaluation
and Selection of Target Markets |
·
Refer
the Text book -2 Page No: 9.10-9.16 * Handout |
Lecture on selecting global target markets |
Review
on the topic |
|
18
|
Positioning significance |
·
Refer
the Text book -2 Page No: 9.16-9.17 * Handout |
·
Lecture
on global product positioning strategy |
Review
on the topic |
|
19
|
Positioning
significance |
·
Refer
the Text book -2 Page No:9.16-9.17 * Handout |
·
Lecture
on business customs in global market |
Review
on the topic |
|
20
|
Developing
and Communicating a Positioning Strategy. |
|
·
Refer
the Text book -2 Page No:9.17-9.20 * Handout |
·
Lecture
on FDIs and FIIs |
Review
on the topic |
21
|
Developing and Communicating a Positioning
Strategy. |
|
·
Refer
the Text book -2 Page No: 9.17-9.20 * Handout |
·
Lecture
on entry strategies adopted in India |
|
22
|
UNIT-3:Product and Pricing Aspects:
Product – Product Mix |
Gaining Knowledge of product mix, new product development, PLC stages
and pricing strategies for global markets
|
·
Refer
the Text book 2 Page No: 16.1,20.1 * Handout |
·
Lecture
on global product and price management |
Review
on the topic |
23
|
Product Life
cycle |
·
Refer
the Text book -2 Page No: 16.1-16.10 * Handout |
·
Lecture
on international product mix |
Review
on the topic |
|
24
|
Obsolescence |
·
Refer
the Text book -2 Page No:16.11-16.15 * Handout |
·
Lecture
on global R&D for new product development |
Review
on the topic |
|
25
|
Pricing- Objectives of Pricing |
·
Refer
the Text book -2 Page No: 16.15-16.21 * Handout |
·
Lecture
on product diffusion & Adoption in global markets |
Review
on the topic |
|
26
|
Methods of
Pricing |
·
Refer
the Text book -2 Page No: 19.18-19.22 * Handout |
·
Lecture
on international product life cycle |
Review
on the topic |
|
27
|
Methods of
Pricing |
·
Refer
the Text book -2 Page No: 20.1-20.26 * Handout |
·
Lecture
on relationship between product & culture in global markets |
Review
on the topic |
|
28
|
Selecting
the Final price |
·
Refer
the Text book -2 Page No: 20.1-20.26 * Handout |
·
Lecture
on global brand leadership |
Review
on the topic |
|
29
|
Adopting
price |
·
Refer
the Text book -2 Page No: 20.1-20.26 * Handout |
·
Lecture
on environmental influences on global pricing of products |
Review
on the topic |
|
30
|
Initiating
the price cuts |
·
Refer
the Text book -2 Page No: 20.1-20.26 *
Handout |
·
Lecture
on grey market goods |
Review
on the topic |
|
31-37
|
Student
Presentations
|
Mid 1 Assessment
|
·
Preparation of Mini Report by the Student
on the given topic |
Minimum
10 Minutes Presentation by each student |
Improving
presentation skills basing on faculty recommendations |
38
|
Imitating
price increase |
|
·
Refer
the Text book -2 Page No: 20.1-20.26 * Handout |
·
Lecture
on transfer pricing |
Review
on the topic |
39
|
Responding
to Competitor’s price changes. |
|
·
Refer
the Text book -2 Page No: 20.1-20.26 ·
* Handout |
·
Lecture
on global pricing- alternatives |
|
40
|
Responding
to Competitor’s price change |
|
·
Refer
the Text book -2 Page No: 20.1-20.26 ·
* Handout |
·
Lecture
on constraints on global pricing |
|
41
|
UNIT-4: Marketing
CommunicationCommunication Process – Communication Mix |
To gain knowledge about the marketing communication advertising and
sales promotion strategies and techniques
|
·
Refer
the Text book -2 Page No: * Handout |
·
Lecture
on global marketing promotion strategies |
Review
on the topic |
42
|
Integrated
Marketing Communication - Managing Advertising |
·
Refer
the Text book -2 Page No: 226-230 * Handout |
·
Lecture
on channels to go globally to do global business |
Review
on the topic |
|
43
|
Integrated
Marketing Communication - Managing Advertising |
·
Refer
the Text book - 2 Page No: 230-231 * Handout |
·
Lecture
on channels required to do business globally |
Review
on the topic |
|
44
|
Sales
Promotion
|
·
Refer
the Text book - 2 Page No: 232-234 * Handout
|
·
Lecture
on patterns of global business |
Review
on the topic |
|
45
|
Sales
Promotion |
·
Refer
the Text book -2 Page No: 100-103 * Handout |
·
Lecture
on challenges and issues in global marketing |
Review
on the topic |
|
46
|
Public
relations and Direct Marketing |
·
Refer
the Text book -2 Page No: 103 *
Handout |
·
Lecture
on selecting foreign marketing intermediaries |
Review
on the topic |
|
47
|
Public
relations and Direct Marketing |
·
Refer
the Text book -2 Page No: 236-248 * Handout |
·
Lecture
on global advertising and sales promotion |
Review
on the topic |
|
48
|
Determining
the Sales Force Size |
·
Refer
the Text book -2 Page No: 213-222 *
Handout |
·
Lecture
on export policy decisions |
Review
on the topic |
|
49
|
Sales force Compensation. |
|
* Handout |
·
Lecture
on EXIM policy |
|
|
UNIT-5: Distribution, Marketing
Organization and Control |
To gain knowledge on various channel members and development of
marketing department and marketing control and its types
|
·
Refer
the Text book -2 Page No: 342-343 * Handout |
·
Lecture
on documents required to accept an
order and inquiry |
Review
on the topic |
51
|
Channels of
Distribution-Intensive, Selective and Exclusive Distribution |
·
Refer
the Text book -2 Page No: 343- 344 * Handout |
·
Lecture
on inquiry and offer |
Review
on the topic |
|
52
|
Channels of
Distribution-Intensive, Selective and Exclusive Distribution- |
·
Refer
the Text book -2 Page No: 344 * Handout |
·
Lecture
on export license |
Review
on the topic |
|
53
|
Organizing
the Marketing Department |
·
Refer
the Text book -2 Page No: 344 * Handout |
·
Lecture
on production documents |
Review
on the topic |
|
54
|
Marketing
Implementation |
·
Refer
the Text book -2 Page No: 345 * Handout |
·
Lecture
on packing and marketing |
Review
on the topic |
|
55
|
Control
of Marketing Performance |
·
Refer
the Text book -2 Page No: 345-348 * Handout |
·
Lecture
on quality control and pre – shipment formalities |
Review
on the topic |
|
56
|
Control
of Marketing Performance
|
·
Refer
the Text book -2 Page No: 348-350 * Handout |
·
Lecture on negotiations and documents
for pre- shipment |
Review
on the topic |
|
57
|
Annual Plan
Control |
·
Refer
the Text book -2 Page No: 348-350 *
Handout |
·
Lecture on negotiations and documents
for pre- shipment |
Review
on the topic |
|
58
|
Profitability
Control |
·
Refer
the Text book -2 Page No: 350-351 * Handout |
·
Lecture
on documents related to goods for global markets |
Review
on the topic |
|
59
|
Efficiency
Control Strategic
Control. |
·
Refer
the Text book -2 Page No: 351-353 * Handout |
·
Lecture
on documents related to shipments |
Review
on the topic |
|
60-70
|
Student
Presentations
|
Mid 2 Assessment
|
·
Preparation of Mini Report by the Student
on the given topic |
Minimum
10 Minutes Presentation by each student |
Improving
presentation skills basing on faculty recommendations |
Evaluation:
·
Mini Report:
10 Marks for Mid 1 & Mid 2 Separately.
·
Presentation:
10 Marks for Mid 1 & Mid 2 Separately.
·
Descriptive
Exam: 20 Marks for Mid 1 & Mid 2 Separately
·
Total
Mid marks 40 Marks: Average of Mid 1 & Mid 2
SIGNATURE OF FACULTY SIGNATURE OF HOD
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.