Karnataka State Open University
Sharada Vikas Trust
Jayanagar, Bangalore
Subject Name: Marketing Management
Subject Code: MBIS-13
Semester: MBA I
Author: Dr. Umesh Maiya
Syllabus
Module 1
Unit 1
Introduction to Marketing
Introduction, Objectives, Definitions of market and marketing, Introduction to Marketing,
The Exchange Process, Elements of Marketing Concept, Functions of Marketing,
Importance of Marketing, Marketing Concept, Old Concept or Product- oriented
Concept, New or Modern or Customer- oriented Concept, Difference between Old &
New Concepts of Marketing,
Unit 2
Modern Concept Marketing
Impact of Modern Concept of Marketing, The Strategic Process, Environmental
Considerations, Marketing Process – An Overview, Marketing Audit, Marketing
Environment, Characteristics of Marketing Environment, Summary, Exercises
Unit 3
Consumer Behavior Analysis
Introduction, Objectives, Meaning and Characteristics of Consumer behavior, Factors
Influencing Consumer Behavior, Buying Roles, Types of Buying Behavior, Consumer
Purchase Decision Process, What Buying Decisions do Business Buyers Make?, Who
Participates in the Business Buying Process? What are the Major Influences of Business
Buyers?. How do Business Buyers Make their Buying Decisions?
Unit 4
Buying Motives
Introduction, Objectives, Buying Motives, Buyer Behavior Models, Summary. Exercises
Module 2
Unit 1
Product Strategy
Introduction, Objectives, Developing Marketing Strategies, Product Strategy, Product
Mix and Product Line, Importance of Sound Product, The Product Life Cycle, Branding,
Packaging, New Product Development, Determining Pricing Objectives, Factors to be
Considered in the Pricing Decision.
Unit 2
Place (Distribution Strategy)
Introduction, Objectives, The Nature and Structure of Marketing Channels, Function of
Marketing Channels, Coordinating Marketing Channels, Managing Channel
Relationships, Physical Distribution.
Unit 3
Promotion Strategy
Introduction, Objectives, The Promotion Mix, Factors Affecting the Composition of a
Promotion Mix, Summary.
Unit 4
Pricing Strategy
Introduction, concept of pricing, pricing strategy, pricing policy, implication of pricing,
conclusion
Module 3
Unit 1
Marketing Strategy
Introduction, marketing strategy, porters five force model, value chain model, implication
of FFM and VCM on marketing strategy.
Unit 2
Market Segmentation
Introduction, Objectives, Concept of Market Segmentation, Benefits of Market
Segmentation, Requisites of Effective Segmentation, Philosophies of Market
Segmentation, Bases for Segmenting Consumer Markets, Market Segment Selection,
Market Segmentation Strategies, Market Positioning, Summary, Exercises
Unit 3
Sales Force Management
Introduction, Objectives, Need for Good Salesmen, Sales Force Decision, Sales Force
Size, Recruitment and Selection, Training, Summary, Exercises
Unit 4
Services marketing
Introduction, types of services, stages of services marketing, characteristics of services
marketing, service marketing mix, conclusion, exercise
Module 4
Unit 1
Advertising
Introduction, Advertising, International Advertising, Laws and Regulations on
Advertising, Types of advertising, advertising design, Direct Marketing, international
direct marketing, Relationship Marketing, Markets as Networks, International Sales
Promotions. Conclusion
Unit 2
Branding in Marketing
Branding, Nature of Branding, Choice of Brand Name, Branch Positioning, Valuation of
Brands, Country-of-origin Effects, International Pricing, Determinants of Selling Prices,
Pricing Strategies, Transfer Pricing, Summary, Exercises
Unit3
Marketing Information System
Introduction, Objectives, Characteristics of MIS, Benefits of MIS, Types of Marketing
Information, Components of Marketing IS, decision making using IS.
Unit 4
Customer Relationship Management
Introduction, Objectives, Relationship Marketing vs Relationship Management,
Definitions Customer Relationship Management, Forms of Relationship Management,
Managing Customer Loyalty and Development, Reasons behind Losing Customers by
Organisations, Price-related Reasons, Product-related Reasons, Services-related Reasons,
Benefit-related Reasons, Competitor-related Reasons, Personal Reasons, Significance of
Customer Relationship Management, Social Actions Affecting Buyer-Seller
Relationships, Summary, Exercises
Module 5
Unit 1
Introduction to marketing research
Marketing research, need and importance of marketing research Features of Marketing
Research, Scope of Marketing Research, Marketing Research Process, Objectives of
Marketing Research, Importance and Advantages of Marketing Research, Limitations of
Marketing Research, Summary, Exercises
Unit 2
Market research data analysis
,tools and techniques Marketing Research, Data collection, tabulation, and analysis,
Statistical tools in data analysis and interpretation.
Unit 3
International Marketing
Introduction, Objectives, Nature of International Marketing, The International Marketing
Concept, The Marketing Mix, Approaches to International Marketing, International
Product Policy, conclusion
Unit 4
Marketing policy
Introduction, import, export, EXIM policy, custom law/regulations, international trade
regulations like NAFTA, WTO, GATT conclusion, exercise
References
1.
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3.
4.
5.
Kotler: Principles of marketing. Delhi: Tata McGrawhill
Kellogs. Comapanion on Marketing. Kellogs School of Business.
Shanekar. Ravi: perspectives of service marketing.
McGovem, E: Foreign trade regulations. New jersey: Springer verlad, 2001
Doole and Rowe: Intrenationla marketing. Ceneage Learning. 2003