JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objective

To understand the basic marketing concepts and its applications in markets.

Learning outcome: Students will be able to understand a) concepts of marketing management b) to analyze markets and design customer driven strategies c) to communicate the decisions towards business development with superior customer value. *****

UNIT - I: Introduction to Marketing

Importance and scope of Marketing, Core Marketing Concepts,

Market Place, Marketing in practice, Marketing Environment, Marketing Strategies and Plans, The New Marketing Realities. Market Research - Marketing Research process, Marketing Information systems. Marketing Research and Ethics, International Marketing Research.

UNIT - II: Analyzing Marketing Opportunities, Customer Value and Marketing Mix: Consumer

Decision Making, Building Customer Value, Analyzing Consumer Markets – Consumer Behavior – Cultural, Social & Personal Factors, developing products & brands – product levels; classifying products, product range, product line & product mix, Product Life Cycles, new product development., New Service Development, Stages of Product/ Service innovation development, The process of adoption, Branding.

UNIT - III: Designing a Customer Driven Strategy

Market segmentation – Segmentation Targeting

Positioning Process - segmentation of consumer market, business market, requirement for effective segmentation, market targeting – evaluating market segmentation, selecting target market segmentation, positioning – Positioning and repositioning positioning maps, product positioning strategies.

UNIT - IV: Distribution Decisions, Promotion & Communication Strategies: Marketing Channels,

Channel intermediates and functions, channel structure, channel for consumer products, business and industrial products, alternative channel, channel strategy decisions. The promotional mix, advertising, public relations, sales promotion, personal selling, Direct and online Marketing. Marketing communication - communication process, communication promotion mix, factors affecting the promotion mix.

UNIT - V: Pricing Decisions & Personal Communication

Importance of price, cost determinant of

price, markup pricing, profit maximization pricing, break even pricing, pricing strategies, ethics of pricing strategy, product line pricing, Word of Mouth, Rural marketing, Bottom of the Pyramid, relationship Marketing, Retail Marketing, Digital marketing, Social media and mobile marketing, market sustainability and ethics, Global marketing, green marketing.

Suggested Readings:

• Philip Kotler, Gray Armstrong, Prafulla Agnihotri, Principles of Marketing, 17e, Pearson Education, 2018.
• Lamb, Hair, Sharma, Mc Daniel, Principles of Marketing, A South Asian Perspective Cengage Learning, 2016.
• Paul Baines, Chris Fill, Kelly Page, Piyush Sinha, Marketing, Asian Edition, Oxford University Press, 2015.
• Arun Kumar & N. Meenakshi, Marketing Management, Vikas, 2012
• Rajan Saxena, Marketing Management, 3e, Tata Mc Graw Hill, 2012.
• Kenneth E Clow, Donald Baack, Cases in Marketing Management, Sage South Asia edition, 2012.