MARKETING MANAGEMENT

65 Semester II Specialization NA Course Code 201 Type Generic - Core Course Title Marketing Management

Course Objectives:
1 To introduce the concept of Marketing Mix as a framework for Marketing Decision making. 2 To emphasize the need, importance and process of Marketing Planning and Control. 3 To sensitize the students to the dynamic nature of Marketing Function.

New Product Development & Product Life Cycle: 1.1 New Product Development : Need for new product development, Booz Allen &Hamilton Classification Scheme for New
Products 1.2 New Product Development Process: Idea Generation to commercialization. 1.3 Branding: Introduction to Branding, Product Vs. Brand, Meaning of a brand, brand equity & brand elements. 1.4 Packaging & Labeling: Meaning & role of Packaging & Labeli ng, Primary, Secondary & Shipment packages 1.5 Product Life Cycle: Concept & characteristics of Product Life Cycle,Relevance of PLC, Types of PLC and Strategies across stages of the PLC. 7 + 2 2

Price: 2.1Pricing Basics: Meaning, Importance and Factors influencing pricing decisions 2.2Setting the Price: Setting pricing objectives, Determining demand, Estimating costs, Analyzing competitors pricing, Selecting
pricing method, selecting final price. 2.3Adapting the Price: Geographical pricing, Price discounts & allowances, Promotional pricing, Differentiated pricing, 2.4 Price Change: Initiating & responding to price changes. 6 + 2 3

Place: 3.1 The Role of Marketing Channels: Channel functions & flows, channel levels. 3 .2 Channel Design Decisions: Analyzing customers desired service output levels, establishing objectives &constraints,
Identifying & evaluating majorchannel alternatives 3.3 Channel Options: Introduction to Wholesaling, Retailing, Franchising, Direct marketing , E- Commerce Marketing Practices 3.4 Market Logistics Decisions: Order processing, Warehousing, Inventory, and Transportation. 6 + 2 4

Promotion: 4.1Introduction: The role of marketing communications in marketing effort. 4.2Communication Mix Elements: Introduction
to Advertising, Sales Promotion, Personal Selling, Public Relations, Direct Marketing. Concept of Integrated Marketing Communications (IMC) 4.3Developing Effective Communication: Identifying target audience, determining communication objectives, designing the communications, selecting communication channels 4.4Deciding Marketing Communications Mix: Factors in setting marketing communication mix, measuring communication results 10 + 2 66 5 Marketing Planning & Control: 5.1 Product Level Planning: Preparation & evaluation of a product level marketing plan, Nature & contents of Marketing Plans- Executive Summary, Situation Analysis, Marketing Strategy, Financials, Control. 5.2 Marketing Evaluation & Control: Concept, Process & types of control - Annual Plan Control, Profitability Control, Efficiency Control, Strategic Control, Marketing audit 6 + 2 Learning Resources: 1 Text Books Marketing Management by Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, Pearson , 13 th Edition Marketing Management by Rajan Saxena, TMGH, 4 th Edition 2 Reference Books Principles of Marketing by Philip Kotler, Gary Armstrong, Prafulla Agnihotri, Ehasan Haque, Pearson, 13 th Edition Marketing Management- Text and Cases, Tapan K Panda, 2 nd Edition, Excel Books Marketing Management by Ramaswamy & Namakumari, Macmillan, 4 th Edition. 3 Supplementary Reading Material Marketing Whitebook (Latest Edition)

Institute of Science, Poonas

INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH, WAKAD, PUNE

A S S I G N M E N T - MBA SEMESTER-II
NAME OF THE COURSE: MARKETING MANAGEMENT UNIT COURSE NO.: 201 (Generic Core) ------------------------------------------------------------------------------------------------------------------------

UNIT NO.: 1
Q.1. Explain Booz Allen & Hamilton Classification Scheme for New Products Q.2. what is brand, brand equity & brand elements? Q.3. Define Packaging and labeling with their roles in marketing. What are the types of Packaging? Q.4. Define Product Life Cycle. Give concept & characteristics of Product Life Cycle. Q.5. State and explain new product development steps.

UNIT NO.: 2
Q.1. What are the factors which influence the pricing decisions of a product or service. Q.2. Explain in detail price setting procedure. Q.3. Write short notes on a) Promotional pricing, b) Differentiated pricing, Q.4. Explain the ways to initiating responding to the change in pricing. Q.5. Discuss meaning and importance of Pricing, elaborate various approaches of pricing.

UNIT NO.: 3
Q.1. What are the factors influencing the design of marketing channels? Design suitable channel of distribution for any of the following product. a) Fertilizers b) 4 (Four) stroke bike Q.2. Explain in details levels of Channels in physical distribution.

Q.3. Write short note on a) Wholesaler b) Direct Marketing Q.4. Write essay on current e-commerce practices in India. Q.5. What are the factors in setting marketing communication mix?

UNIT NO.: 4
Q.1. Define the role of marketing communication in marketing effort. Q.2. Write short note on a) Direct Marketing b) Integrated Marketing Communications Q.3. What are the steps to design effective marketing communication? Q.4. In a supermarket situated in metropolitan city which communication mix are generally used by the marketer. Q.5. What are the factors in setting marketing communication mix?

UNIT NO.: 5
Q.1. Define and explain steps in Preparation & evaluation of a product level marketing plan. Q.2. What are the elements of marketing planning? Q.3. Explain in details types of marketing control. Q.4. In this era of marketing marketer of insurance company want to do marketing audit in his firm suggest him the steps for conducting marketing audit. Q.5. Write short notes on a) Situation Analysis b) Profitability Control