LECTURE NOTES
ON
MARKETING MANAGEMENT
MBA I YEAR I SEMESTER
(JNTUA-R14)
Ms.P.REVATHI
ASSOC. PROFESSOR
DEPARTMENT OF MANAGEMENT STUDIES
CHADALAWADA RAMANAMMA ENGINEERING COLLEGE
CHADALAWADA NAGAR, RENIGUNTA ROAD, TIRUPATI (A.P) - 517506
P.Revathi, Assoc.. Prof., Dept. of MBA, CREC Page 1
,JAWAHARLAL NEHRU TECHNOLOGIAL UNIVERSITY ANANTAPUR
MBA Semester – I Th C
4 4
(14E00103) MARKETING MANAGEMENT
The objective of the course is to have the basic concepts of Marketing which is one of the
important areas of functional management. This is a pre-requisite for taking up any elective
paper in 3rd and 4th semester in the stream of Marketing.
1. Understanding Marketing Management: Concepts of marketing, Role of Marketing,
Marketing Process, Marketing Environment, consumer behavior, business buying
behavior, analyzing competitors, qualities of Marketing manager.
2. Market segmentations and Marketing Strategies:- Market Segmentation, Target
Market, differentiating and positioning, New Product Development, Product Life Cycle.
3. Planning Marketing Programs:- Levels of product, product lines, product mix, brand
and packing, managing services, managing marketing channels, managing direct and on-
line marketing.
4. Pricing strategies and promotions:- pricing decisions, methods of pricing, selecting the
final price, price discounts, advertising and sales promotions, managing the sales force.
5. Managing the marketing efforts:- organizing, implementing, evaluating and controlling
marketing activities, Social responsible marketing, retailing, trends in retailing, Rural
Marketing.
References:
∑ Marketing Management, Phillip Kotler, Pearson.
∑ MKTG, A South Asian Prospective, Lamb, Hair, Sharma, Mcdaniel, Cengage .
∑ Marketing Asian Edition Paul Baines Chris Fill Kelly page, Oxford.
∑ Marketing Management 22e, Arun Kuar, Menakshi, Vikas publishing .
∑ Marketing in India, Text and Cases, S.Neelamegham, Vikas .
∑ Marketing Management, Rajan Saxena, TMH.
P.Revathi, Assoc.. Prof., Dept. of MBA, CREC Page 2
,∑ Marketing – The Core, Kerin, Hartley and Rudelius, McGraw Hill, Irwin.
∑ Case Studies in Marketing, The Indian Context, Srinivasan,PHI.
∑ Marketing Management, V.S. Ramaswamy and S. Namakumari, McMillan.
∑ Marketing – concepts and Cases, Etzel, Walker, Stanton, Pandit, TMH.
∑ Introduction to Marketing theory and practice, Adrian Palmer , Oxford University Press .
P.Revathi, Assoc.. Prof., Dept. of MBA, CREC Page 3
, UNIT -I
P.Revathi, Assoc.. Prof., Dept. of MBA, CREC Page 4
ON
MARKETING MANAGEMENT
MBA I YEAR I SEMESTER
(JNTUA-R14)
Ms.P.REVATHI
ASSOC. PROFESSOR
DEPARTMENT OF MANAGEMENT STUDIES
CHADALAWADA RAMANAMMA ENGINEERING COLLEGE
CHADALAWADA NAGAR, RENIGUNTA ROAD, TIRUPATI (A.P) - 517506
P.Revathi, Assoc.. Prof., Dept. of MBA, CREC Page 1
,JAWAHARLAL NEHRU TECHNOLOGIAL UNIVERSITY ANANTAPUR
MBA Semester – I Th C
4 4
(14E00103) MARKETING MANAGEMENT
The objective of the course is to have the basic concepts of Marketing which is one of the
important areas of functional management. This is a pre-requisite for taking up any elective
paper in 3rd and 4th semester in the stream of Marketing.
1. Understanding Marketing Management: Concepts of marketing, Role of Marketing,
Marketing Process, Marketing Environment, consumer behavior, business buying
behavior, analyzing competitors, qualities of Marketing manager.
2. Market segmentations and Marketing Strategies:- Market Segmentation, Target
Market, differentiating and positioning, New Product Development, Product Life Cycle.
3. Planning Marketing Programs:- Levels of product, product lines, product mix, brand
and packing, managing services, managing marketing channels, managing direct and on-
line marketing.
4. Pricing strategies and promotions:- pricing decisions, methods of pricing, selecting the
final price, price discounts, advertising and sales promotions, managing the sales force.
5. Managing the marketing efforts:- organizing, implementing, evaluating and controlling
marketing activities, Social responsible marketing, retailing, trends in retailing, Rural
Marketing.
References:
∑ Marketing Management, Phillip Kotler, Pearson.
∑ MKTG, A South Asian Prospective, Lamb, Hair, Sharma, Mcdaniel, Cengage .
∑ Marketing Asian Edition Paul Baines Chris Fill Kelly page, Oxford.
∑ Marketing Management 22e, Arun Kuar, Menakshi, Vikas publishing .
∑ Marketing in India, Text and Cases, S.Neelamegham, Vikas .
∑ Marketing Management, Rajan Saxena, TMH.
P.Revathi, Assoc.. Prof., Dept. of MBA, CREC Page 2
,∑ Marketing – The Core, Kerin, Hartley and Rudelius, McGraw Hill, Irwin.
∑ Case Studies in Marketing, The Indian Context, Srinivasan,PHI.
∑ Marketing Management, V.S. Ramaswamy and S. Namakumari, McMillan.
∑ Marketing – concepts and Cases, Etzel, Walker, Stanton, Pandit, TMH.
∑ Introduction to Marketing theory and practice, Adrian Palmer , Oxford University Press .
P.Revathi, Assoc.. Prof., Dept. of MBA, CREC Page 3
, UNIT -I
P.Revathi, Assoc.. Prof., Dept. of MBA, CREC Page 4
