Fundamental of Marketing Management

Course ID
MG 104
Level
Undergraduate
Program
BMS
Semester
First
Credits
6.0
Paper Type
Generic Elective
Method
Lecture & Tutorial

Unique Paper Code: 61015916

This course aims to build a basic understanding of marketing management decisions. It will equip students with an understanding of marketing mix elements.

Learning Outcomes:

At the end of the course, students should be able to:

  • Understand the concept of marketing and related concepts.
  • An understanding of various elements of marketing mix

Course Contents

Unit I
Unit II
Unit III
Unit IV

Unit I (2 Weeks)

Introduction: Nature, Scope and Importance of Marketing, Evolution of Marketing; Core marketing concepts; Company orientation – Production concept, Product concept, Selling concept, Marketing concept, Holistic marketing concept. Portfolio approach-Boston Consulting Group (BCG)

References:

Kotler, P., Armstrong, G., Agnihotri, P. Y., Haq, ul Ehsan: Principles of Marketing: A South Asian Perspective, Pearson, [Chapter 2,9]

Kotler, P. & Keller, K. L.: Marketing Management, Pearson. – [Chapter 1,23].

Unit II (4 Weeks)

Basis for Segmenting Consumer Markets; Targeting and Positioning strategies; Product decisions: Concept of Product Life Cycle (PLC), PLC marketing strategies, Product Classification, Product Line Decision, Product Mix Decision, Branding Decisions, Packaging & Labelling.

References:

Kotler, P., Armstrong, G., Agnihotri, P. Y., Haq, ul Ehsan: Principles of Marketing: A South Asian Perspective, Pearson. – [Chapter 7,9,8]

Kotler, P. & Keller, K. L.: Marketing Management, Pearson. (15th Edition) – Chapter 12

Unit III (4 Weeks)

Pricing Decisions: Determinants of Price, Pricing Methods and strategies. Promotion Decisions: Factors determining promotion mix, Promotional Tools Fundamentals of advertisement, Sales Promotion, Public Relations & Publicity and Personal Selling. Marketing Channel Decision: Channel functions, Channel Levels, Types of Intermediaries: Wholesalers and Retailers

References:

Kotler, P., Armstrong, G., Agnihotri, P. Y., Haq, ul Ehsan: Principles of Marketing: A South Asian Perspective, Pearson. – [Chapter 10,11,12,16,13,14,15]

Kotler, P. & Keller, K. L.: Marketing Management, Pearson. (15th Edition) – [Chapter 16,
20,21,22].

Unit IV (2 Weeks)

Marketing of Services: unique characteristics of services, marketing strategies for service firms – 7Ps.

References:

Kotler, P., Armstrong, G., Agnihotri, P. Y., Haq, ul Ehsan: Principles of Marketing: A South Asian Perspective, Pearson. – [Chapter 8]

Additional Information

Text Books


Kotler, P. & Keller, K. L.: Marketing Management, Pearson. (15th Edition)
Kotler, P., Armstrong, G., Agnihotri, P. Y., Haq, ul Ehsan: Principles of Marketing: A South Asian Perspective, Pearson. (13th Edition)

Additional Readings


Ramaswamy, V.S. & Namakumari, S.: Marketing Management: Global Perspective- Indian Context, Macmillan Publishers India Limited. (Latest Edition)
Kotler, P., Armstrong, G., Agnihotri, P. Y., Haq, ul Ehsan: Principles of Marketing, Pearson. (17th Edition)
Kotler, P. & Keller, K. L., Koshy A., Jha M.: Marketing Management: A South Asian Perspective, Pearson. (13th Edition)

Teaching Learning Process

Lectures, Presentations, Role plays, Case studies, Term paper on a given topic

Assessment Methods

Internal assessment 25 marks
Written exam 75 marks

Keywords

Customer, Segmentation, positioning, product decisions, promotion, channels of distribution, pricing

Disclaimer: Details on this page are subject to change as per University of Delhi guidelines. For latest update in this regard please refer to the University of Delhi website here.

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