Marketing ManagementII

Class of Course Code Credit : 2013 : SL MM 502 : 3 Academic Year Semester Sessions : First : II : 30

Learning Objectives:
To equip students with a basic level of understanding on the importance and role of marketing in the managerial decision making process of an enterprise. Further, for such of those students who would wish to specialize in marketing, each topic should create curiosity leading to selection of appropriate electives for deeper understanding.

Learning Outcomes

At the end of the course the student should be able to 1. Define concepts of MM-II 2. Identify how these concepts appear in cases/practical situations 3. See the link between MM-I and subsequent concepts 4. See the inter-relation between concepts/situations 5. Use this knowledge to arrive at solutions to practical situations 6. Try to use them in live marketing projects 7. Learn to work in teams through project work/presentations 8. Outline the strategic planning process and identify the role of marketing in the planning process
REFERENCE BOOKS Marketing Management Marketing Management: Global Perspective Indian Context, 4th e Marketing, 13th e AUTHOR / PUBLICATION Kotler, Keller, Koshy and Jha, 13th e, Pearson, 2009 Ramaswamy, V S / Namakumari, S. Macmillan India Limited, 2009 Etzel, Michael J et al. McGraw-Hill/Irwin Pricing Approaches - Cost-based Pricing - Buyerbased Pricing - Competition-based Pricing - New Product Pricing Strategies - Product-mix Pricing Strategies - Price Adjustment Strategies - Price Changes. Setting the price initiating and responding to price changes, price bidding. Direct and Online Marketing: Growth of direct marketing - Customer database and direct marketing Channels of direct marketing - Online marketing Internet and E-commerce. Brand Decisions: Role and significance, categorization, selecting brand elements Global Marketing: Economics of International Marketing - Global Markets - Export Marketing Strategies - Government Support.

Detailed Syllabus:
Customer Databases and Database Marketing: Customer Databases- Data warehouses and Data Mining Integrated Marketing Communications: Importance and role of marketing communication, developing effective communication, deciding on marketing communication mix. Advertising: Developing and managing advertising, Decision on media and measurement. Promotions: Sales Promotion, Publicity, Public Relations Pricing Decisions: Internal and External Factors Affecting Pricing Decisions - Pricing Objectives -

Rural Marketing Importance, Environment, Rural Consumer Demand, Size, Composition. 4As in Rural Marketing Marketing Research: What is MR? Types and Scope of MR Strategic Planning and The Marketing Process: The Strategic Planning Process: Defining the Company Mission, Objectives and Roles - The Corporate SWOT - Designing the Business Portfolio - Planning Functional Strategies- Developing a marketing plan- Innovation, Development of Google / internet strategy, importance of creating platforms. The Marketing Management Process: Target Consumers - Developing the Marketing Mix Managing the Marketing Effort Role of marketing in the context of strategic planning process Creating Competitive Advantage: Competitor Analysis - Identifying the Company's Competitors Determining Competitor's Objectives - Identifying the Competitor's Strengths and Weaknesses Estimating Competitor's Reaction Patterns - Selecting Competitors to Attack and Avoid Competitive Strategies: Competitive Positions Leader Strategies - Challenger Strategies - Marketfollower Strategies - Niche Strategies - Balancing Customer and Competition Orientations, competitive arena mapping. CRM: What is CRM? Its tasks and benefits Responsibility and Ethics in Marketing

Global Marketing (including case discussion) Rural Marketing Marketing Research Strategic Planning and The Marketing Process (including case discussion) Creating Competitive Advantage (including case discussion) Competitive Strategies CRM Responsibility and Ethics in Marketing (including case discussion) Total

2 2 2 2

2 2 2 2 30

Cases To be decided by faculty Suggested Schedule of Sessions Topic Customer Databases & Database Marketing Integrated Marketing Communication and Advertising Promotions Pricing Decisions (including case discussion) Direct and Online Marketing (including case discussion) Branding Decisions No. of Sessions 2 3 2 3 2 2