JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objectives:

• To enable understanding of the basic concepts and applications of Marketing and Marketing Research.
• To educate on the aspects of analyzing Market Opportunities and Customer Value and Marketing Mix.
• To elucidate on designing a customer driven strategy through Marketing Segmentation, Targeting and Positioning.
• To clarify the significance of Distribution decisions, Promotion & Communication strategies.
• To highlight the importance of pricing decisions & personal communication.

Course Outcomes

Students will be able to

• Understand the important concepts and principles of Marketing Management and Marketing Research.
• Learn about the analysis of Market Opportunities and Customer Value with the help of Marketing Mix Elements.
• Learn the significance of designing a customer driven strategy through Marketing Segmentation, Targeting and Positioning.
• Assess Global marketing, green marketing strategies for sustainable development.
• Gain insights of the key aspects of pricing decisions and the role of communication

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, Marketing Analytics: An Introduction. 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, Targeting, Positioning

Process, Segmentation of Consumer Market, Business Market, Requirement for Effective Segmentation, Market Targeting, Evaluating Market Segmentation, Selecting Target Market Segmentation, 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:

• Rosalind Masterson, Nichola Phillips, David Pickton, Marketing: An Introduction, Sage Publications, 5e, 2021.
• G.Shainesh Philip Kotler, Kevin lane Keller, Alexander Chernev, Jagdish N. Sheth, Marketing Management, Pearson, 16e, 2022.
• Philip Kotler, Gray Armstrong, Prafulla Agnihotri, Principles of Marketing, 18e, Pearson Education, 2020.
• Ramaswamy, Nama Kumari, Marketing Management, Sage Publications, 6e, 2018.  17
• Lamb, Hair, Sharma, Mc Daniel, Principles of Marketing, A South Asian Perspective Cengage Learning, 2016.
• Arun Kumar & N. Meenakshi, Marketing Management, Vikas Publications, 3e, 2016.  18 MBA SEMESTER - II