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    Marketing Management

    Uploaded by

    Vamshi palakurthi
    This document provides information about the Marketing Management course offered at the School of Business at GITAM Deemed University. The 3 credit course aims to equip students with theoretical knowledge and practical skills related to marketing. It covers key concepts like the marketing mix, buyer behavior, segmentation, targeting, positioning, and the promotional mix. The course objectives are to explain marketing frameworks, apply marketing concepts, illustrate elements of the marketing mix, create marketing plans, and assess promotional strategies. It is divided into 5 units covering topics such as the nature and scope of marketing, factors influencing buyer behavior, the marketing mix, pricing and distribution channels, and the importance of promotion.

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    Marketing Management

    Uploaded by

    Vamshi palakurthi
    126 views3 pages
    This document provides information about the Marketing Management course offered at the School of Business at GITAM Deemed University. The 3 credit course aims to equip students with theoretical knowledge and practical skills related to marketing. It covers key concepts like the marketing mix, buyer behavior, segmentation, targeting, positioning, and the promotional mix. The course objectives are to explain marketing frameworks, apply marketing concepts, illustrate elements of the marketing mix, create marketing plans, and assess promotional strategies. It is divided into 5 units covering topics such as the nature and scope of marketing, factors influencing buyer behavior, the marketing mix, pricing and distribution channels, and the importance of promotion.

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    This document provides information about the Marketing Management course offered at the School of Business at GITAM Deemed University. The 3 credit course aims to equip students with theoretical knowledge and practical skills related to marketing. It covers key concepts like the marketing mix, buyer behavior, segmentation, targeting, positioning, and the promotional mix. The course objectives are to explain marketing frameworks, apply marketing concepts, illustrate elements of the marketing mix, create marketing plans, and assess promotional strategies. It is divided into 5 units covering topics such as the nature and scope of marketing, factors influencing buyer behavior, the marketing mix, pricing and distribution channels, and the importance of promotion.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    126 views3 pages

    Marketing Management

    Uploaded by

    Vamshi palakurthi
    This document provides information about the Marketing Management course offered at the School of Business at GITAM Deemed University. The 3 credit course aims to equip students with theoretical knowledge and practical skills related to marketing. It covers key concepts like the marketing mix, buyer behavior, segmentation, targeting, positioning, and the promotional mix. The course objectives are to explain marketing frameworks, apply marketing concepts, illustrate elements of the marketing mix, create marketing plans, and assess promotional strategies. It is divided into 5 units covering topics such as the nature and scope of marketing, factors influencing buyer behavior, the marketing mix, pricing and distribution channels, and the importance of promotion.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    You are on page 1of 3

    School of Business, GITAM Deemed to be University

    L T P S J C
    MKTG1001 MARKETING MANAGEMENT
    3 0 0 0 0 3
    Pre-requisite None
    Co-requisite None
    Preferable None
    exposure

    Course Description:

    Marketing as a subject primarily caters to the consumerist instincts of an individual. The markets
    are driven by consumer behaviour, which has evolved and is much more demanding these days.
    Consumer satisfaction takes precedence for a business to be successful. This calls for managers
    to adopt creative and unique marketing strategies to gain a competitive advantage. Marketing
    Management equips managers with the required theoretical knowledge and practical skills to
    gain insights into the dynamic nature of the markets and then devise ways and means to manage
    them effectively.

    Course Educational Objectives:

    • To explain the conceptual framework of marketing and its applications in “the real
    world.”
    • To apply concepts of marketing to address problems and opportunities in the new
    marketing environment
    • To illustrate the functionality and application of elements of Marketing Mix
    • To create a suitable marketing plan for a product
    • To assess the range of common strategies used with each of the various promotional
    mix tools.
    UNIT 1 9 hours
    Definition, Nature, Scope, and Importance of Marketing – Core Concepts -Need, Want,
    Desire, Demand, Value, Exchange; philosophies of Marketing- Product – Production - Sales –
    Marketing – Societal – Relational marketing Concept of Marketing Myopia. Product Vs.
    service – Recent Trends in Marketing: Social Media Marketing and Digital Marketing.

    UNIT 2 9 hours
    Factors influencing buyer behavior –five-step buyers decision process - Segmenting,
    Targeting and Positioning - Concept of Market Segmentation, Bases for Segmenting
    Consumer Markets, Targeting (T), Positioning (P) Value Proposition and USP

    BBA, w.e.f 21-22 admitted batch


    School of Business, GITAM Deemed to be University

    UNIT 3 9 hours
    Elements of the marketing Mix – four P’s, extended three Ps of services. Product Decisions:
    Product Concept -Classification of Products – Product Life Cycle Stages, New Product
    Development

    UNIT 4 Pricing and Channels of Distribution 9 hours


    Pricing Objectives – Factors Influencing the Pricing Policy – Pricing Methods, Channels of
    Distribution: Definition – Nature – Types-Functions and levels of distribution channels

    UNIT 5 9 hours
    Importance of Promotion – Managing Advertising – Sales Promotion –Personal Selling and Direct
    Marketing– Publicity and Public Relations. Integrated Marketing Communication (IMC), Social
    Marketing

    TextBooks:

    1. Philip Kotler, Gary Armstrong, and Prafulla Agnihotri, Principles of Marketing, Pearson
    India, 17th Edition. New Delhi: 2018.
    2. Rajan Saxena, Marketing Management, Tata-McGraw Hill, Fifth Edition New
    Delhi:2015
    References:

    1. Ramaswamy and Namakumari -Marketing Management- Indian Context -Global


    Perspective, Sage Publications India Pvt Ltd; Sixth Edition 2018
    2. C. B. Gupta and Dr. N. Rajan Nair, Marketing Management: Text and Cases 15th Edition,
    S. Chand, and Sons 2012
    3. N Rajan Nair and Sanjith R Nair, Marketing – Revised Edition, Sultan Chand & Sons – Tb,
    2017
    Course Outcomes:

    1. Discuss the core concepts of marketing


    2. Explain the factors influencing buyer behaviour
    3. Understand the concept of the marketing mix and service Mix
    4. Explain the pricing methods in a business setting
    Understand the purpose of promotion for the business

    BBA, w.e.f 21-22 admitted batch


    School of Business, GITAM Deemed to be University

    CO-PO Mapping:

    PO1 PO2 PO3 PO4 PO5 PO6 PO7 PS01 PSO2 PSO3 PSO4
    CO1 2 3 2 0 3 3 3 3 2
    CO2 0 3 3 3 0 0 0 0 0
    CO3 3 3 3 2 2 3 3 3 3
    CO4 3 3 2 2 2 3 3 3 3
    CO5 3 3 2 2 2 3 3 3 3

    Note: 1 - Low Correlation 2 - Medium Correlation 3 - High Correlation

    APPROVED IN:
    BOS :28TH APRIL, 2021 ACADEMIC COUNCIL: 1ST APRIL, 2022

    SDG No. & Statement:


    Promote sustained, inclusive and sustainable economic growth, full and productive
    employment and decent work for all
    SDG Justification:

    BBA, w.e.f 21-22 admitted batch

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