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Marketing Management [1]

Paper Code: 
GBBA 402A
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
9.00
Unit I: 
Marketing of Services

Concept of Services , , Difference between Goods and Services, Unique Characteristics of Services, 7Ps of Expanded Marketing Mix, Service Marketing Triangle

9.00
Unit II: 
Strategic Marketing and Managing the Marketing Effort

Understanding strategy in a marketing context. The Marketing Plan: Strategies and Processes, Developing Marketing Strategies and Plans for Growth and Downsizing, Managing the Marketing effort, Marketing Organization

9.00
Unit III: 
Developing Competitive Marketing Strategy

Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Followers and Nichers; Offensive and Defensive strategies

9.00
Unit IV: 
Emerging Concepts of Marketing-I

Green Marketing: Concept, Problems and Challenges in Green Marketing
Social Marketing: Concept and Definition, Scope, Problems and: Challenges, Social Marketing Campaigns. Environmental Concerns in Marketing.
Marketing Ethics: Ethical Issues in Marketing

9.00
Unit V: 
Emerging Concepts of Marketing-II

Introduction to Internet Marketing, Digital Marketing: Digital Marketing Process, Digital Marketing & Traditional Marketing,Digital Marketing Strategies
Social Media Marketing: Social Media Mix,
Viral and Buzz Marketing: Elements of a Viral Marketing Strategy
Concept of Multi level Marketing

Essential Readings: 

1. Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha : Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education
2. Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill
3. Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, 2nd edition, PHI Learning Private Ltd.
4. John Mullins, Orville C. Walker, Harper W. Boyd, Marketing Management-A Strategic Decision-Making Approach, Tata McGraw Hill
5. Chandra Bose, Modern Marketing: Principles and Practice, PHI Learning Private Ltd.

References: 

1.6. Dave Chaffey,Fiona Ellis-Chadwick,Digital Marketing: Strategy, Implementation and Practice, 5/E, Pearson
7. Bateson, Hoffmam, Services Marketing, Cengage Learning
8. Ahuja Vandana, Digital Marketing, Oxford Higher Education

Academic Year: 
2018-2019 [2]

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Source URL: https://www.management.iisuniv.ac.in/courses/subjects/marketing-management-5

Links:
[1] https://www.management.iisuniv.ac.in/courses/subjects/marketing-management-5
[2] https://www.management.iisuniv.ac.in/academic-year/2018-2019