Amity Business School

Marketing Management
MBA (Gen) Class of 2014, Semester I
MBA (M&S) Class of 2014 Semester I MBA (E&L) Class of 2014 Semester I MBA (HR) Class of 2014 Semester I MBA (Retail Management) Class of 2014, Semester I By: Mr. Ashok Sharma

Ms. Mamta Mohan

Ms. Ruchika Nayyar Ms.Vandana Gupta Ms Mona Chaudhary

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Course Objective

To provide the students exposure to Marketing concepts, tools and techniques To help them develop abilities and skills required for the performance of marketing functions To relate their learning with day to day examples of marketing

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Module I: Understanding Marketing in New perspective

Fundamentals of Marketing, Customer Value and Satisfaction, Customer Delight, Conceptualizing Tasks and Philosophies of Marketing Management, Value Chain, Scanning the Marketing Environment, Marketing Mix Elements, Difference between marketing and Selling, Relationship marketing, Social marketing, Strategic Planning in marketing, formulating the marketing plan.
Number of sessions: 04 Lectures Formulating a Marketing Plan Case studies

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Module II: Analyzing Consumers & Selecting Markets

The factors influencing consumer behavior. The stages in the buying process, the buying decision making process, factors effecting the buying decision., Market Segmentations, Levels of Market Segmentations, Patterns, Procedures, Requirement for Effective Segmentation, Evaluating the Market Segments, Selecting the Market Segments, Tool for Competitive Differentiation, Developing a Positioning Strategy.
Number of sessions: 06
Lectures Quiz Case studies

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Module III: Managing Product & Pricing Strategies

Classification of products, New Product development, stages of product development, Adoption process, Product mix decisions and line management, Length, width and depth of a line, line analysis, and brand management, product life cycle, stages in lifecycle and factors affecting each stage, Managing product life cycles. Setting the price, adapting the price, initiating and responding the price changes.
Number of sessions:06
Lectures Hypothetical situations Case studies

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Module IV: Designing: Managing the Integrated Communication

Channel functions and flows. Channel design decisions. Channel management decisions. Channel dynamics; vertical horizontal and multi channel marketing systems. Market Logistics decisions. Effective Communication, Integrated Marketing Communication, Marketing Communication Process, Promotion mix, Advertising, Personal Selling, Sales Promotion and Publicity and Public Relations, Direct Marketing.
Number of sessions:08
Lectures Case studies

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Module V: Emerging Trends in Marketing

An Introduction to Internet Marketing, Multi Level Marketing, E-Marketing, Green Marketing, Event Marketing, Types of Events, Sponsorship, Cause Related Marketing, Marketing for Non Profit Organizations Marketing Strategies for Leaders, Challenges, Followers and Nichers
Number of sessions: 04
Lectures Real examples related with urban and rural areas Case studies Vodafone ultra low cost Mobile Handsets for Emerging markets

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Class Schedule

Teaching classes: 28 Case Study Presentations: 02 Mid Term

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Internal Assessment Mid Term:10 marks Group Projects: 10 marks Case study presentations:05 marks

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References
Kotler, Armstrong, Agnihotri, Haque, (2010), Principles of Marketing A South Asian Perspective(13th Edition), Pearson India Pvt. Rajan Saxena, (2010) , Marketing Management, Tata McGraw Hill Ramaswamy, Namakumari,(2009), Marketing Management, Macmillan

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Session Plan
Session 1 Session 2 Session 3 Session 4 Session 5
Introduction to Marketing, Difference Between Marketing and Sales, Customer Value and Satisfaction Marketing Environment, Formulating a marketing Plan, Relationship marketing, Social marketing, Strategic Planning in marketing The stages in the buying process, the buying decision making process, factors effecting the buying decision, Factors of Consumer Behavior Market Segmentations, Levels of Market Segmentations, Patterns, Procedures, Requirement for Effective Segmentation, Evaluating the Market Segments, Selecting the Market Segments Tool for Competitive Differentiation, Developing a Positioning Strategy, Case study related with consumer behaviour

Session 6
Session 7 Session 8

Continuous Evaluation Case study Presentation

Classification of products, New Product development, stages of product development, Adoption process, Product mix decisions and line management product life cycle, stages in lifecycle and factors affecting each stage, Managing product life cycles, Pricing Introduction

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Session 9

Setting the price, adapting the price, initiating and responding the price changes. Case Studies

MID TERM
Session 10 Session 11 Session 12
vertical horizontal and multi channel marketing systems, 3 Party Logistics, Cases on Logistics Channel functions and flows. Channel design decisions. Channel management decisions. Channel dynamics, Market Logistics decisions Integrated Marketing Communication, Marketing Communication Process, Promotion mix, Advertising, Personal Selling, Sales Promotion and Publicity and Public Relations, Direct Marketing. Designing an AD campaign, Case studies, Project

Session 13 Session 14
Session 15

Presentations

Internet Marketing, Multi Level Marketing, E-Marketing, Green Marketing,

Event Marketing, Project

Presentations

Marketing Strategies for Leaders, Challenges, Followers and Nichers, Revision

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Thank You