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Marketing Management Framework Overview

1. The document outlines the objectives and modules of a Marketing Management course, which aims to expose students to frameworks for marketing decision making and different approaches for various product and customer types. 2. The modules cover key marketing concepts like the marketing mix, market segmentation, consumer and organizational buyer behavior, and the product life cycle. 3. Contemporary topics like digital marketing, relationship marketing, and green marketing are also introduced at a conceptual level.

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Sashibhusan Nayak
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14 views1 page

Marketing Management Framework Overview

1. The document outlines the objectives and modules of a Marketing Management course, which aims to expose students to frameworks for marketing decision making and different approaches for various product and customer types. 2. The modules cover key marketing concepts like the marketing mix, market segmentation, consumer and organizational buyer behavior, and the product life cycle. 3. Contemporary topics like digital marketing, relationship marketing, and green marketing are also introduced at a conceptual level.

Uploaded by

Sashibhusan Nayak
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

MARKETING MANAGEMENT

Objectives:

1. To sensitize the students to the dynamic nature of Marketing Management.


2. To expose students to a systematic frame work of marketing & implementations and to highlight need for
different marketing approaches for services, goods, and for household consumers, organizational buyers.
3. To introduce the concept of Marketing Mix as a framework for Marketing Decision making.

Module-I

Definition & Functions of Marketing, Scope of Marketing, Marketing concept, Sellingversus


Marketing, Concept of Marketing Myopia. 80: 20 Principle, Introduction to the Concept of Marketing
Mix, Bottom of the pyramid concept; Concept of Marketing Environment: Macro and Micro, Need for
analyzing the Marketing Environment.

Module-II

Market segmentation, Bases for market segmentation, Targeting , Positioning; Meaning & importance
of consumer behavior, Comparison between Organizational Buying behavior and consumer buying
behavior, Buying roles, Five steps buyer decision process.

Contemporary Topics: Viral Marketing, Guerrilla Marketing, Societal and social Marketing,
Relationship Marketing, Green Marketing , Digital Marketing, Network Marketing ( Concepts only)

Module- III

Product: Classification of consumer products and industrial products, Product Mix, New
Product Development Process: Idea Generation to commercialization. Product Life Cycle, Strategies
across stages of the PLC.
Packaging & Labeling, Basic concept of Branding

Pricing Basics: Meaning, Importance of pricing, Factors Influencing pricing decisions., Pricing strategies
and approaches

Place: The Role of Marketing Channels: Channel functions & flows, channel levels. Channel conflicts
and resolution (Overview only)
Channel Options: Introduction to Wholesaling, Retailing, Franchising, Direct marketing, ECommerce
Marketing Practices.

Promotion: The role of marketing communications, Elements of promotion mix, IMC approach
(Overview)

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