Course Overview
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Course Synopsis
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The marketing concept aims not at finding right customers for your product but rather aims at finding right products for your customers. The whole outlook of marketing is customer oriented. Core marketing concepts being an extension of the former, are based upon focusing on customer needs and wants, segmenting the markets, finding the right target markets and positioning your product according to the selected target market and finally satisfying the customers by offering them value. Marketing management aims at inculcating and developing fundamental concepts of Marketing like marketing environment, different approaches in marketing, segmentation, the tools of marketing-- product, price, promotion and place etc. For a specialization in Accounting, Finance, HR, Management; basic knowledge of Marketing is useful so that one doesn’t remain novice to the basic concept of Marketing. For a specialization in Marketingthis knowledge would enable one to build extensive knowledge in the field of Marketing by getting to know advanced subjects of Marketing like Marketing Management, Customer relationship Management, Brand Management, Services Marketing etc.
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Course Learning Outcomes
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After the completion of this course, the students will be able to:
- Comprehend the key concepts of marketing management in identifying real time problems
- Comprehend and apply the knowledge about product related issues i.e. new product
- Comprehend and apply the knowledge about pricing techniques and appropriates pricing
- Comprehend and apply the knowledge about channel of distribution and its significance.
- Develop the marketing plan for any product/service in real time scenario.
- Comprehend and apply the knowledge about market research and generate reliable
- Comprehend and apply the knowledge about promotional mix to design appropriate
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Course Calendar
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1
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Introduction, Marketing Viewpoint
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2
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Customer Needs and expectations, Customer lifetime value (CLV)
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3
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Marketing orientation, sustainable cometitive advantage, core competency
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4
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Product concept, selling concept, marketing concept, Target market, Societical concept
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5
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Marketing environment, Broad environment,
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6
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Marketing mix, Limitations of marketing mix framework
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8
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Macro environment, Market analysis, consumer analysis, marketing strategy
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9
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Marketing strategies, Types of marketing strategies
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ASSIGNMENT
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10
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Market dominance strategies, Cost leadership strategy, Scenario Planning
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11
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Aspects of a product, Types of products, Classifying products
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12
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Typical product life cycle, Management of the cycle
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13
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Types of new products, Research and development, Conjoint analysis
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QUIZ 1
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14
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Conjoint analysis, Commercialization,
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15
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Mass market approach, Heavy user target marketing, Factors, Characteristics
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QUIZ 2
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16
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Purpose of packaging and labeling, packaging as a potent marketing tool
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17
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History, Branding policies,
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18
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Pricing defined, Zone pricing, Strategy, Psychological pricing
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GDB
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19
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Psychological pricing, Retailing/odd price, shops and stores,
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21
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Discounts and Allowances, Types of discounts and allowances
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22
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Advantages, disadvantages, loss leader, price war
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23
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Fixed pricing, variable pricing, profit maximization,
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24
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Price discrimination, Types of price discrimination,
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MID TERM
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25
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B.C.G analysis, G.E. Multi factoral analysis, contribution margin analysis
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26
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Marketing communications planning framework, customer database
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27
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Integrated marketing communication, sales promotion, consumer sales promotion techniques
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28
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History, Media, Impact, Public service advertising, social impact
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29
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Mind share, Dominant mind share, Etymology and usage,
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30
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Television Commercial, Characteristics of commercials, types of TV commercials, Billboard
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QUIZ 3
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31
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Sales, Mode of selling, Types of sales, Selling Technique
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32
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Negotiation, The advocate's approach, Best alternative to a negotiated agreement (BATNA)
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33
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Advantages to sales people, Advantages to the sales manager
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34
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Publicity, Publicists,Effectove pibicity, Public Relations
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36
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THE DISTRIBUTION CHANNEL
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37
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SUPPLY CHAIN MANAGEMENT (SCM)
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38
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WHOLESALINGAND LOGISTICS
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40
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CONSUMER BEHAVIOUR (Part I )
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41
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CONSUMER BEHAVIOUR (Part II)
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FINAL TERM
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