Marketing Management–II

Class of : 2012 Academic Year : First

Course Code : SL MM 502 Semester : II
Credit : 3 Sessions : 33
Learning Objectives

After completing the course the student will be able to:

Describe promotion, pricing, and branding decisions in marketing.
Explain strategic planning & marketing process.
Analyze the importance of competition and competitive strategies in marketing.
Evaluate the ethics in marketing.
Discuss marketing trends.
REFERENCE BOOKS AUTHOR / PUBLICATION
Marketing Management,13th e Kotler, Philip, et. al., Pearson
Marketing Management IUP
Marketing Management : Global Perspective Ramaswamy, V S / Namakumari, S. Macmilian
Indian Context, 4th e India Limited - 2009
th
o Marketing, 13 e Etzel, Michael J et al. McGraw-Hill/Irwin
Global Marketing Management, 7th e Keegan, Warren J. Prentice Hall of India
Managing Brand Equity, illustrated edition Aaker, David A. Free Press - 1991

Detailed Syllabus:
Customer databases and database
marketing: Customer Databases- Data
warehouses and Data Minning
Promotion Decisions: Concept of
Communication and Promotion-mix - Decisions, and product decisions with emphasis
Communication Process - Audience - Objective
- Designing the Measures - The Promotion
Budget - The Promotion-mix - Evaluating the
Promotion- Advertising Decisions - Publicity
and Sales Promotion - Objectives - Tools -
Program - Pre-testing - Implementing -
Evaluating - Principles of Personnel Selling,
Social Media Marketing
.Pricing Decisions: Internal and External
Factors Affecting Pricing Decisions - Pricing
Objectives - Pricing Approaches - Cost-based
Pricing - Buyer-based Pricing - Competition-
based Pricing - New Product Pricing Strategies -
Product-mix Pricing Strategies - Price
Adjustment Strategies - Price Changes. –
Setting the price – initiating and responding to
price changes, price bidding.
Direct and Online Marketing: Growth of
direct marketing - Customer database and direct
marketing - Channels of direct marketing -
Online marketing -Internet and E-commerce.
Brand Decisions: Packaging and Labeling
on e-branding.
Global Marketing: Economics of International
Marketing - Global Markets - Export Marketing
Strategies - Government Support.
Rural Marketing: Concept – building
relationship with rural customers- Role of
Banks, FMCG, Insurance sectors in rural
markets in India.
Strategic Planning and The Marketing
Process: The Strategic Planning Process :
Defining the Company Mission, Objectives and
Roles - The Corporate SWOT - Designing the
Business Portfolio - Planning Functional
Strategies- Developing a marketing plan-
Innovation, Development of Google / internet
strategy, importance of creating platforms. The
Marketing Management Process: Target

Detailed Syllabus – The Class of 2012 Second Semester

Consumers - Developing the Marketing Mix - Global Marketing
Managing the Marketing Effort
IKEA’s Global Marketing Strategy
Promotion decisions
Creating Competitive Advantage: Competitor o Lenovo Building a global Brand
Analysis - Identifying the Company's
Competitors - Determining Competitor's o Naming a Pharma Brand- A Product
Objectives - Identifying the Competitor's Managers dilemma
Strengths and Weaknesses - Estimating o Harnessing the power of Online
Competitor's Reaction Patterns - Selecting social communities
Competitors to Attack and Avoid
Marketing Organization, Responsibility
Competitive Strategies: - Competitive and Ethics in Marketing
Positions - Leader Strategies - Challenger
o Race Specific Drug “ Bidil”
Strategies - Market-follower Strategies - Niche
Strategies - Balancing Customer and o (Source: Case Studies in Management
Competition Orientations, competitive arena Volume V and VII)
mapping.
Suggested Schedule of Sessions
Responsibility and Ethics in Marketing:
Social Criticism and Responsibility of No. of
Marketing - Environmental Factors in Topic
Sessions
Marketing Management - Consumerism and
Consumer Protection Laws in India. Customer Databases & Database
2
Marketing
Marketing Trends: Buzz Marketing, Ambush
Promotion Decisions
Marketing. Guerilla Advertising, Bottom of 5
(including case discussion)
Pyramid Marketing, Marketing control &
Marketing Audit, Green Marketing. Pricing Decisions
4
(including case discussion)
Direct and Online Marketing
Cases 2
(including case discussion)
Strategic Planning and Marketing
Branding Decisions 2
Process
o Music world Redifining the Indian Global Marketing
1
(including case discussion)
music retailing
Rural marketing 2
Creating Competitive Advantage
o Zee Telefilms’ Competitive Strategic Planning and The
Strategies Marketing Process 4
(including case discussion)
Branding
Creating Competitive Advantage
o Maggi Brand in India 4
(including case discussion)
Pricing decisions Competitive Strategies 2
o Air Deccan India’s first lowcost Responsibility and Ethics in
airlines Marketing 2
o Pricing policies at Satyam Infoway (including case discussion)
Direct and Online Marketing Marketing Trends 3
o LG India: Direct Selling Microwave Total 33
Ovens