1. Marketing Management–II
Class of
: 2013
Academic Year
: First
Course Code
: SL MM 502
Semester
: II
Credit
: 3
Sessions
: 30
Learning Objectives:
To equip students with a basic level of understanding on the “importance and role of marketing” in the managerial
decision making process of an enterprise. Further, for such of those students who would wish to specialize in
marketing, each topic should create curiosity leading to selection of appropriate electives for deeper understanding.
Learning Outcomes
At the end of the course the student should be able to
1. Define concepts of MM-II
2. Identify how these concepts appear in cases/practical situations
3. See the link between MM-I and subsequent concepts
4. See the inter-relation between concepts/situations
5. Use this knowledge to arrive at solutions to practical situations
6. Try to use them in live marketing projects
7. Learn to work in teams through project work/presentations
8. Outline the strategic planning process and identify the role of marketing in the planning
process
REFERENCE BOOKS
Marketing Management
Marketing Management: Global Perspective Indian Context, 4th e
Marketing, 13th e
AUTHOR / PUBLICATION
Kotler, Keller, Koshy and Jha, 13th e, Pearson, 2009
Ramaswamy, V S / Namakumari, S. Macmillan
India Limited, 2009
Etzel, Michael J et al. McGraw-Hill/Irwin
Detailed Syllabus:
Customer Databases and Database Marketing:
Customer Databases- Data warehouses and Data
Mining
Integrated Marketing Communications:
Importance and role of marketing communication,
developing effective communication, deciding on
marketing communication mix.
Advertising: Developing and managing advertising,
Decision on media and measurement.
Promotions: Sales Promotion, Publicity, Public
Relations
Pricing Decisions: Internal and External Factors
Affecting Pricing Decisions - Pricing Objectives -
Pricing Approaches - Cost-based Pricing - Buyerbased 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: Role and significance,
categorization, selecting brand elements
Global Marketing: Economics of International
Marketing - Global Markets - Export Marketing
Strategies - Government Support.

2. Rural Marketing Importance, Environment, Rural
Consumer Demand, Size, Composition. 4As in Rural
Marketing
Global Marketing
(including case discussion)
2
Rural Marketing
2
Marketing Research: What is MR? Types and
Scope of MR
Marketing Research
2
Strategic Planning and The Marketing
Process
(including case discussion)
2
Creating Competitive Advantage
(including case discussion)
2
Competitive Strategies
2
CRM
2
Responsibility and Ethics in Marketing
(including case discussion)
2
Total
30
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
Consumers - Developing the Marketing Mix Managing the Marketing Effort – Role of marketing
in the context of strategic planning process
Creating Competitive Advantage: Competitor
Analysis - Identifying the Company's Competitors Determining Competitor's Objectives - Identifying
the Competitor's Strengths and Weaknesses Estimating Competitor's Reaction Patterns - Selecting
Competitors to Attack and Avoid
Competitive Strategies: Competitive Positions Leader Strategies - Challenger Strategies - Marketfollower Strategies - Niche Strategies - Balancing
Customer and Competition Orientations, competitive
arena mapping.
CRM: What is CRM? Its tasks and benefits
Responsibility and Ethics in Marketing
Cases
To be decided by faculty
Suggested Schedule of Sessions
Topic
No. of
Sessions
Customer Databases & Database
Marketing
2
Integrated Marketing Communication
and Advertising
3
Promotions
2
Pricing Decisions
(including case discussion)
3
Direct and Online Marketing (including
case discussion)
2
Branding Decisions
2