SYLLABUS
Marketing Management/Essentials of Marketing
Objectives: Be conversant with the challenges raised by the complexity of the marketing environment for managing products
and services, communications, channel relationships and other marketing mix factors. Display an awareness of conceptual
understanding and best practices in marketing in managing marketing operations. Demonstrate their ability to use relevant
decision models in recommending appropriate strategies related to marketing mix.
DMGT408 MARKETING MANAGEMENT
Sr. No. Description
1. Marketing Scope and Concepts, marketing: creating and capturing customer value, partnering to build customer
relationship
2. Understanding the market place and consumers: analyzing the marketing environment, managing marketing
information to gain customer insight
3. Consumer markets and consumer buyer behavior, business markets and business buyer behavior
4. Designing a customer driven strategy and mix: creating value for target customer, products, services and brands:
building customer value, new product development and product life cycle strategies
5. Pricing: understanding and capturing customer value, Pricing strategies
6. Managing Marketing Channels, Logistics and Supply Chain Management, Retailing and Wholesaling
7. Integrated Marketing Communication, Sales Promotions, Advertising and Public Relations, Sales Management,
Personal Selling, Direct and online Marketing
8. Creating competitive advantage, The global marketplace
9. Sustainable marketing: Social Responsibility and Ethics
DCOM405 MARKETING MANAGEMENT
Sr. No. Description
1. Marketing Concepts, Marketing Mix, Marketing Environment
2. Strategic Planning Process, Market segmentation and Targeting and positioning
3. Marketing Research, Marketing Information system
4. Consumer Buying Behaviour, Consumer buying decision process
5. Managing product, Product Differentiation and Positioning, New Product Development, Product Life cycle,
Managing Brands and Brand equity
6. Meaning and Significance of price, Factors influencing pricing, General Pricing Approaches, Pricing Strategies
7. Physical Distribution and Marketing Logistics, Marketing Channels, Creating and Managing Dealer Network,
Retailing and Wholesaling.
8. Integrated Marketing Communication, Sales Promotions, Advertising and Public Relations, Sales
Management, Personal Selling, Direct Marketing
9. Marketing Evaluation and Control, Marketing of services
10. Recent concepts in Marketing, Global Marketing Strategies for Indian Firms.
, DMGT203 ESSENTIALS OF MARKETING
Sr. No. Description
1. An overview of marketing, Strategic planning for competitive advantage.
2. Social responsibility, Ethics and the marketing environment, developing a global vision.
3. Analyzing Marketing Opportunities : consumer decision making, business marketing.
4. Segmenting and targeting markets, Decision support systems and marketing research.
5. Product concepts, developing and managing products, services and non profit organization marketing.
6. Marketing channels and supply chain management, Retailing.
7. Integrated marketing communications, Advertising and Public Relations.
8. Sales promotion and personal selling.
9. Pricing concepts, Setting the right price.
10. Customer Relationship Management.
, Unit 1: Marketing: Scope and Concepts
Notes
CONTENTS
Objectives
Introduction
1.1 Defining Marketing-related Factors
1.1.1 Concept of Exchange
1.1.2 Barter System
1.1.3 Needs, Wants and Demand
1.1.4 Marketing Components
1.1.5 Marketing Tasks
1.2 Marketing Concepts
1.2.1 Production Concept
1.2.2 Product Concept
1.2.3 Selling Concept
1.2.4 Marketing Concept
1.3 Holistic Marketing Approach
1.3.1 Marketing Mix
1.3.2 Marketing Mix Coherency and Dynamics
1.4 Creating and Capturing Customer Value
1.4.1 Value Chain
1.5 Partnering to Build Customer Relationships
1.6 Summary
1.7 Keywords
1.8 Review Questions
1.9 Further Readings
Objectives
After studying this unit, you will be able to:
• Define marketing and the related concepts
• Discuss the marketing concepts
• State the relevance of customer value and customer satisfaction
• Explain the concept of value chain
• Realise how marketing can help build customer relationships
Marketing Management/Essentials of Marketing
Objectives: Be conversant with the challenges raised by the complexity of the marketing environment for managing products
and services, communications, channel relationships and other marketing mix factors. Display an awareness of conceptual
understanding and best practices in marketing in managing marketing operations. Demonstrate their ability to use relevant
decision models in recommending appropriate strategies related to marketing mix.
DMGT408 MARKETING MANAGEMENT
Sr. No. Description
1. Marketing Scope and Concepts, marketing: creating and capturing customer value, partnering to build customer
relationship
2. Understanding the market place and consumers: analyzing the marketing environment, managing marketing
information to gain customer insight
3. Consumer markets and consumer buyer behavior, business markets and business buyer behavior
4. Designing a customer driven strategy and mix: creating value for target customer, products, services and brands:
building customer value, new product development and product life cycle strategies
5. Pricing: understanding and capturing customer value, Pricing strategies
6. Managing Marketing Channels, Logistics and Supply Chain Management, Retailing and Wholesaling
7. Integrated Marketing Communication, Sales Promotions, Advertising and Public Relations, Sales Management,
Personal Selling, Direct and online Marketing
8. Creating competitive advantage, The global marketplace
9. Sustainable marketing: Social Responsibility and Ethics
DCOM405 MARKETING MANAGEMENT
Sr. No. Description
1. Marketing Concepts, Marketing Mix, Marketing Environment
2. Strategic Planning Process, Market segmentation and Targeting and positioning
3. Marketing Research, Marketing Information system
4. Consumer Buying Behaviour, Consumer buying decision process
5. Managing product, Product Differentiation and Positioning, New Product Development, Product Life cycle,
Managing Brands and Brand equity
6. Meaning and Significance of price, Factors influencing pricing, General Pricing Approaches, Pricing Strategies
7. Physical Distribution and Marketing Logistics, Marketing Channels, Creating and Managing Dealer Network,
Retailing and Wholesaling.
8. Integrated Marketing Communication, Sales Promotions, Advertising and Public Relations, Sales
Management, Personal Selling, Direct Marketing
9. Marketing Evaluation and Control, Marketing of services
10. Recent concepts in Marketing, Global Marketing Strategies for Indian Firms.
, DMGT203 ESSENTIALS OF MARKETING
Sr. No. Description
1. An overview of marketing, Strategic planning for competitive advantage.
2. Social responsibility, Ethics and the marketing environment, developing a global vision.
3. Analyzing Marketing Opportunities : consumer decision making, business marketing.
4. Segmenting and targeting markets, Decision support systems and marketing research.
5. Product concepts, developing and managing products, services and non profit organization marketing.
6. Marketing channels and supply chain management, Retailing.
7. Integrated marketing communications, Advertising and Public Relations.
8. Sales promotion and personal selling.
9. Pricing concepts, Setting the right price.
10. Customer Relationship Management.
, Unit 1: Marketing: Scope and Concepts
Notes
CONTENTS
Objectives
Introduction
1.1 Defining Marketing-related Factors
1.1.1 Concept of Exchange
1.1.2 Barter System
1.1.3 Needs, Wants and Demand
1.1.4 Marketing Components
1.1.5 Marketing Tasks
1.2 Marketing Concepts
1.2.1 Production Concept
1.2.2 Product Concept
1.2.3 Selling Concept
1.2.4 Marketing Concept
1.3 Holistic Marketing Approach
1.3.1 Marketing Mix
1.3.2 Marketing Mix Coherency and Dynamics
1.4 Creating and Capturing Customer Value
1.4.1 Value Chain
1.5 Partnering to Build Customer Relationships
1.6 Summary
1.7 Keywords
1.8 Review Questions
1.9 Further Readings
Objectives
After studying this unit, you will be able to:
• Define marketing and the related concepts
• Discuss the marketing concepts
• State the relevance of customer value and customer satisfaction
• Explain the concept of value chain
• Realise how marketing can help build customer relationships
