MARKETING MANAGEMENT Marketing Research, the Marketing Research
Process, the Concept of Market Demand for
Program : BBALLB Semester: II
Course Code : MMCNLU2 Sessions : 70
Objective: This introductory course in marketing is designed
to help students learn the basic concepts and practices of
modern marketing as used in a wide variety of situations in
product and service firms, consumer and business markets,
profit and non-profit organizations, domestic, global, small
and large companies. The focus of this course is to understand
marketing and marketing processes, analyzing market
opportunity and selecting target markets.
Detailed Curriculum
SURPRISE PORTION
Marketing Fundamentals: The Development
of Concept: Marketing Definition: Concept of
Exchange – Needs and Wants; Economic
Utility – Evolution of Marketing –
Production; Sales; Marketing; Societal
Marketing: Marketing Myopia – Significance
of Marketing – Marketing Dynamics:
Company and Marketer Responses.
MID SEMESTER PORTION
Marketing Environment: Competitive Forces
– Types of Competitive Structures;
Monitoring Competition; Micro-
Environment: The Company; Suppliers;
Intermediaries; Customers; Competitors;
Public; Macro Environmental Factors –
Demographic Environment; Political
Environment; Economic Environment; Socio
– Cultural Environment; Technology;
Natural; Legal Environment – Global / Indian
Business Environment and MNCs in India.
Understanding Consumer Buying Behavior
Factors: Buying Decisions; Buying Roles;
Buying Behavior; Extensive Problem Solving;
Routinized and Variety Seeking Behavior –
Buying Decision Process: Problem
Recognition; Information Search; Evaluation of
Alternatives – Purchase Decision Post Purchase
Behavior; Post Purchase Behavior and
Disposal.
Marketing Research, MKIS and Demand
Forecasting: Meaning and Scope of
Marketing, Market Potential, Company
Demand, Company Sales Forecast, Sales
Quota and Sales Budget, Current Demand
Estimation, Future Demand Estimation
Strategic Planning Process in Marketing:
Scope and Importance of Strategic Planning:
Defining Strategic Market Planning –
Corporate and Divisional Strategic Planning;
Corporate Mission; Establishment of SBUs:
Resource Allocation to SBUs; The BCG
Competitive Advantage Matrix, General
Electric Model; Planning New Businesses
and Downsizing Existing Businesses;
Intensive, Integrative and Diversification
Growth; Strategic Business Planning:
Business Mission; SWOT Analysis;
Marketing Process – Value Delivery
Sequence – Steps in Planning Process –
Marketing Plan. The Concept of Competitive
Advantage: Porter’s Five Forces Model;
Analysis of Competitors – Classes of
Competitors; Identifying Competition;
Analyzing Competition; Reaction Patterns –
Porter’s Generic Competitive Strategies – Cost
Leadership: Differentiation; Focus; Generic
Strategy Mix; Designing Competitive
Strategies – Market Leader Strategies; Market
Challenger; Market Follower; Market Niche
Strategies; Competitive Intelligence System.
Market Segmentation and Market Targeting:
Need for Segmenting Markets – Market
Segmentation Levels: Segment Marketing;
Individual Marketing; Niche Marketing;
Local Marketing; Selection of Segmentation
Variables – Criteria for Segmenting
Consumer Markets – Criteria for Segmenting
Organizational Markets, Effective
Segmentation; Target Market Selection
Process – Evaluating the Market Segments,
Selecting the Market Segments; Other
Considerations;
 END SEMESTER PORTION
Product Differentiation and Positioning:
Product Differentiation: Product Form;
Design; Features; Product Quality –
Durability: Service Differentiation;
Personnel Differentiation, Channel
Differentiation, Image Differentiation;
Positioning – Getting into the Mind of the
Consumer; Positioning of a Leader; Follower
– Repositioning the Competition – the Power
of Name; Pitfalls in Positioning.
Product and Product Lines: Product
Personality: Nature of the Product, Product
Hierarchy, Product Classification: Durability
and Tangibility, Usage, Product Policy:
Product Mix, Product Mix Strategies,
Managing Product Lines, Product Life Cycle:
Introduction, Growth, Maturity, Decline.
New Product Development: Challenges in
New Product Development, Organizing the
Product Development Process: Product
Managers, Product Committees, Product
Departments, Product Venture Teams, Stages
of New Product Development: Idea
Generation, Idea Screening, Concept Testing
and Analysis, Product Development, Test
Marketing, Commercialization.
Branding and Packaging: Brand as a
Concept and its Significance: Value and
Significance of a Brand, Types of Brands
and their Challenges: Brand Challenges,
Brand Equity: Selection of a Brand Name,
Brand Sponsorship, Brand Strategy
Decision: Line Extension, Brand Extension,
Brand Rejuvenation,
Pricing and Marketing: Significance and
Importance of Price to a Marketer, Price and
Non-Price Competition, The Process of
Setting Prices: Setting Pricing Objectives,
Factors Affecting Demand Determination,
Analyzing Competitor’s Pricing, The
Selection of a Pricing Method, The Selection
of a Pricing Policy.
Communication Mix in Marketing:
Communication and Promotion Process:
Communication Process, Types of
Communication Channels, Promotion Tools:
Advertising, Sales Promotion, Publicity,
Public Relation, Personal Selling, Direct
Marketing, Developing a Communication
Program: Target Audience Identification,
Determination of Communication
Objectives, Developing Marketing
Communication Budget, Factors Influencing
the Designing of Communication Message,
Marketing Communication Mix: Product
Market Type, Pull-Push Strategy, The
Product Life Cycle, Effectiveness of
Advertising, Marketing Communication
Integration and Coordination, Future of
Marketing Communication.
Advertising, Sales Promotion and Public
Relations: Benefits of Advertising,
Developing an Advertising Program: Identify
the Target Audience, Define the Objectives
of Advertising Campaign, Set the
Advertising Budget, Developing the
Advertising Message, Selecting the Right
Media. Sales Promotion: Purpose of Sales
Promotion, Importance of Sales Promotion,
Decisions in Sales Promotion, Public
Relations: Marketing and PR, Major
Decisions in PR, Major Tools of PR, Dealing
with Unfavorable PR.
Personal Selling and Sales Force
Management: Nature and Importance of
Personal Selling, Types of Salespersons:
Order Takers, Order Getters, Support
Personnel, Personal Selling Process-
Prospecting and Evaluating, Pre-Approach,
Presentation, Handling Objections, Closing,
Follow up, Improving Personal Selling
Efforts: Professional Training, Negotiations.
Channels of Marketing: Nature of
Marketing Channels, Role of Marketing
Channels: Channel Flow, Channel Levels,
Service Sector Channel, Functions of
Marketing Channels:
Retailing: Types of Retailers: Ownership,
The Extent of Product Lines Handled,
Retailing Based on Service vs. Goods Retail
Strategy Mix, Non Store Based Retailing,
Implication of Merchandising, Franchising:
Global Trends in Retailing, Trends in
Retailing in India.

Marketing of Services: Growing Importance

of Services in Marketing; Bases for Service
Classification: Service Tangibility; Skills and
Expertise Required; Business Orientation of
Service Provider; Type of End – User;
Characteristics of Services: Intangibility;
Heterogeneity; Inseparability; Perishability;
Developing Marketing Strategies for
Services – Managing Service Differentiation:
Offer; Delivery; Image; Managing Service
Quality; Managing Productivity; Product
Support Service Management; After Sales
Service Strategy.
Law as Service: How the features of practice of
Law can be compared to service marketing. Legal
services in corporate. Judiciary as a service to
nation. Lawyer client relationship.
Case Marketing: Cases cited are cases marketed.
Cases must be acceptable to society. Shah Bano
Case and its repercussions on judiciary. Interface
with executive, judiciary and legislative.
Customer Relationship Management:
Delivering Customer Values and Satisfaction ,
Business Components: Stakeholders;
Processes; Resources; Organization –
Customer Satisfaction: Cost of Losing a
Customer; Need for Retention; Customer
Profitability – Relationship Marketing;
Concept of Value – Value Chain; Value
Delivery System; Value – Cost Balance;
Attracting and Retaining Customers;
Attracting Customers.
Text Book
Essentials of Marketing
Reference Books / Magazines
Marketing Management – A South Asian
Perspective
Marketing Management-Comprehensive Text,
Best Practices, Corporate Insight
Marketing Management Planning,
Implementation & Control– Global Perspective
Indian Context
Marketing
Cases Studies In Marketing – The Indian context
Principles of Marketing – A South Asian
Perspective
Marketing Management
Fundamentals of Marketing
Principles and Practice of Marketing in India
Author/Publication
Paul Baines, Chris Fill & Kelly Page
Author/Publication
Philip Kotler, Kevin Lane Keller, Abraham
Koshy and Mithileshwar Jha / PEARSON
EDUCATION
Arun Kumar & N. Meenakshi /Vikas
Publications
V.S Ramasamy & S.Namakumary / McMillan
India Ltd
Warren J Kaeegan, Sandra E Moriarty &
Thomas.R.Duncan / Prentice Hall
R. Srinivasan / Prentice Hall Of India
Philip Kotler, Gary Armstrong, Prafulla Y.
Agnihotiri and Ehsan ul Haque / PEARSON
EDUCATION
S.A Sherlekar /Himalya Publishing House,
Bombay
William J. Stanton and Charles Futrell / Tata
McGraw Hill, New York
C.B Mamoria & R.L Joshi / Kitab Mahal,
Allahabad

Schedule of Sessions
Topics Sessions
Session Plan
Marketing Fundamentals: The Development
4
of a Concept
Surprise
Marketing Environment 3
Strategic Planning Process in Marketing 4
Understanding Consumer Buying Behavior 3
Organizational Markets and Organizational
1
Buying Behavior
Marketing Research, MKIS and Demand
4
Forecasting
Market Segmentation and Market Targeting 6
Total 21
Pre-Mid Sem
 Product Differentiation and Positioning 2
Product and Product Lines 2
New Product Development 2
Branding and Packaging 2
Pricing and Marketing 3
Channels of Marketing 2
Logistics and Wholesaling 2
Communication Mix in Marketing 3
Advertising, Sales Promotion and Public
3
Relations
Personal Selling and Sales Force
2
Management
Marketing of Services 4
Law as Service 3
Retailing 3
End Sem
Total 33
Case Study 12
Grand Total 70

PROJECT SEM 2 CNLU SUBJECT MARKETING MANAGEMENT

Roll. No Project Title Conceptual Relevance

A study on brand loyalty of Airtel in delivering customer Delivering customer value
1801 value and satisfaction. and satisfaction
A survey on dealer satisfaction of Samsung products in Customer value and
1802 your city with respect to customer value and satisfaction. satisfaction
A study on the place of installation of ATMs in your
Marketing environment
1803 local towns with respect to marketing environment.
A study on promotional activities carried out by Strategic planning process
1804 makhana manufacturers. in marketing.
Roll. No Project Title Conceptual Relevance
An observation on influence of cartoon channels on
Understanding consumer
kids-behavioral aspects in the purchase of consumer
buying behavior
1805 durable items.
Consumer profile of different Patanjali products Consumer buying
1806 available in the market. behavior
A study on the influence of opinion leaders in the choice
Consumer buying
of clients for lawyers and the reasons for success of a
behavior
1808 lawyers in your local court.
Customer as demographic profile of clients of high court
Demographic profile
1809 and lower court of your area.
A study on the role of opinion leaders in filing of cases Factors influencing
1810 influencing consumer buying behavior. consumer buying behavior
Consumer perception about Hero Honda vis-a vis other Psychological factors of
1811 bikes in your city. Consumer
An observation on influence of family members in the
Understanding consumer
purchase of consumer durable items available in your
buying behavior
1812 place.
1813 Study of purchase of capital goods. Organizational markets
A market study on brand awareness of CTV in various
demographic segments (Upper, middle and lower Market segmentation
1814 classes).
A comparative study of target customers for credit cards Market segmentation and
1815 of a public and a private sector bank. targeting
A study on customer profile for tailors in their respective Market segmentation and
1816 places. targeting
Study on the gender segmentation for wristwatches of
Market segmentation
1817 your local market.
A study on the service differentiation that is offered at Product differentiation and
1818 the retail petrol pumps of your place. positioning
A comparative study of different brands of cell- phones
Product differentiation
1819 and find out how they are differentiating their products.
A study on product differentiation followed by FMCG
Product differentiation
1820 companies’ with respect to Procter and Gamble.
A comparative study on out-patient services of
Product differentiation
1821 corporate and government hospitals.
A market study on the positioning of baby soaps of Product differentiation and
1822 Johnson & Johnson. Positioning
A study on competitive strategies adopted by local food- Marketing & Competitive
1823 restaurants for popularizing their business. strategies
Analysis of marketing strategies of washing machines Marketing and competitive
1824 manufacturers in your place. strategies
A comparative study on the marketing strategies that are
Marketing & Competitive
followed by local jewelry shop owners and National
strategies
1825 jewelry companies.
Roll. No Project Title Conceptual Relevance
A study on competitive advantage of Sony Electronics Marketing and competitive
1826 over any other popular brand. strategies
Study the event management dealt in your local place
Marketing of services
1827 and its future.
A comparative study on personal banking services of
Services marketing
1828 SBI and a private bank available in your place.
A study on the tangible goods that are provided along
Marketing of services
1829 with the basic service of lodging in a hotel.
A comparative study on the marketing strategies that are
followed by Not-for-Profit organizations and Marketing of services
1830 Commercial Organizations of your place.
A comparative study on service differentiation of
Services differentiation
1831 Government and private bus operators of your place.
A comparative study on corporate banking services of
Service differentiation
1832 any two Multi National Banks of your place.
A comparative study on after sales services of car and
Service differentiation
1833 bike manufacturers, available in your place.
Marketing of organization,
A study on marketing strategies adopted by cinema
individuals, place, and
theater owners for popularizing the films they screen.
1834 ideas
Study the features of automobiles and rank them in order
Marketing Research MkIS
1835 of customer preference.
A study on the role of opinion leaders in rural marketing Factors influencing
1836 influencing consumer buying behavior. consumer buying behavior
Consumer perception about Hero Honda vis-a vis other Psychological factors of
1837 bikes in your city. Consumer
An observation on influence of family members in the
Understanding consumer
purchase of consumer durable items available in your
buying behavior
1838 place.
1839 Study of purchase of capital goods. Organizational markets
A market study on brand awareness of CTV in various
demographic segments(Upper, middle and lower Market segmentation
1840 classes).
A comparative study of target customers for credit cards Market segmentation and
1841 of a public and a private sector bank. targeting
A study on customer profile for tailors in their respective Market segmentation and
1842 places. targeting
A comparative study on the marketing strategies that are
Marketing of services
1843 followed by Trusts and PSU’s of your place.
A comparative study on service differentiation of
Government and private telecom operators of your Services differentiation
1844 place.
A comparative study on corporate banking services of
Service differentiation
1845 any Axis Bank and HDFC bank.
Roll. No Project Title Conceptual Relevance
A comparative study on after sales services of computer
Service differentiation
1846 and television, available in your place.
Marketing of organization,
A study on marketing strategies adopted by mall owners
individuals, place, and
for attracting footfalls.
1847 ideas
Study of the polio awareness campaigns telecast by
Idea marketing
1848 Doordarshan.
A study on effectiveness of internet as a media for Direct and online
1849 promotion, used in your place. marketing
Buyer profiles of customers using internet to purchase Buyer Behaviour and
1852 products. online marketing
A comparative study on services of private and
Product differentiation
1853 government busses(incl PPP) for travelling.
Product differentiation and
A market study on the positioning of I phones in India.
1854 Positioning
A study on competitive strategies adopted by Dominos Marketing & Competitive
1855 for popularizing their business. strategies
Analysis of marketing strategies of air conditioners Marketing and competitive
1856 manufacturers in your place. strategies
A comparative study on the marketing strategies that are Marketing & Competitive
1857 followed by local shop owners and malls. strategies
A study on competitive advantage of Samsung over any Marketing and competitive
1858 other popular brand. strategies
1859 Study the clubs in your local place and its future. Marketing of services
A comparative study on insurance of ICICI Prudential
Services marketing
1860 and life insurance corporation.
A study on consumer profile of female lawyers in your
Demographic studies
1861 city
A study on the factors that influence in the choice of Consumer buying
1862 clients for lawyers . behavior
Customer as demographic profile of clients of supreme
Demographic profile
1863 court and high court of your area.
A study on the role of lawyers in filing of cases Factors influencing
1864 influencing consumer buying behavior. consumer buying behavior