Course Overview: Marketing Management is a foundational course in most MBA programs specializing in Marketing. It provides students with a comprehensive understanding of marketing concepts, strategies, and techniques necessary for effective decision-making in marketing roles within organizations. The course typically covers a wide range of topics, including market analysis, consumer behavior, branding, product development, pricing strategies, distribution channels, and promotional activities.

Course Objectives:

1. To understand the role of marketing in achieving organizational objectives and creating customer value.
2. To analyze market trends, identify target markets, and develop effective marketing strategies.
3. To comprehend consumer behavior and psychological factors influencing purchasing decisions.
4. To explore branding strategies and techniques for building and managing brand equity.
5. To examine product development processes, including idea generation, testing, and launching new products or services.
6. To learn pricing strategies and techniques for maximizing profitability while satisfying customer needs.
7. To understand distribution channels and develop effective channel management strategies.
8. To explore promotional activities such as advertising, sales promotion, public relations, and personal selling.
9. To analyze marketing metrics and performance indicators for evaluating the effectiveness of marketing strategies.
10. To understand ethical and social responsibility considerations in marketing practices.

Course Title: Marketing Management

Course Overview: Marketing Management is a foundational course in most MBA programs specializing in Marketing. It provides students with a comprehensive understanding of marketing concepts, strategies, and techniques necessary for effective decision-making in marketing roles within organizations. The course typically covers a wide range of topics, including market analysis, consumer behavior, branding, product development, pricing strategies, distribution channels, and promotional activities.

Course Objectives:

1. To understand the role of marketing in achieving organizational objectives and creating customer value.
2. To analyze market trends, identify target markets, and develop effective marketing strategies.
3. To comprehend consumer behavior and psychological factors influencing purchasing decisions.
4. To explore branding strategies and techniques for building and managing brand equity.
5. To examine product development processes, including idea generation, testing, and launching new products or services.
6. To learn pricing strategies and techniques for maximizing profitability while satisfying customer needs.
7. To understand distribution channels and develop effective channel management strategies.
8. To explore promotional activities such as advertising, sales promotion, public relations, and personal selling.
9. To analyze marketing metrics and performance indicators for evaluating the effectiveness of marketing strategies.
10. To understand ethical and social responsibility considerations in marketing practices.

Course Topics:

1. Introduction to Marketing Management
2. Marketing Environment Analysis
3. Consumer Behavior
4. Market Segmentation, Targeting, and Positioning
5. Brand Management
6. Product Development and Management
7. Pricing Strategies
8. Distribution Channels and Retailing
9. Integrated Marketing Communications
10. Marketing Metrics and Analytics
11. Marketing Strategy Development
12. Ethical and Social Responsibility in Marketing

• Lectures: Online lectures delivered through video presentations or live sessions.
• Case Studies: Analysis of real-world marketing cases to apply theoretical concepts to practical situations.
• Group Projects: Collaborative projects to develop marketing plans or strategies for hypothetical or real companies.
• Discussions: Online discussions and forums for exchanging ideas, debating concepts, and sharing insights.
• Readings: Assigned readings from textbooks, academic journals, and industry publications to deepen understanding of key concepts.
• Assignments: Individual or group assignments on marketing analysis, strategy development, or case studies.
• Exams: Midterm and final exams to assess comprehension of course material.
• Presentations: Group or individual presentations on marketing topics or case studies.
• Participation: Active participation in online discussions, forums, and group activities.
• Projects: Completion of marketing projects or plans demonstrating application of course concepts.

Module 1: Introduction to Marketing Management

Lecture 1: Understanding Marketing

• Overview of Marketing Concepts
• Importance of Marketing in Business
• Evolution of Marketing Management
• Marketing Philosophies: Production, Product, Selling, Marketing, Societal Marketing

Lecture 2: Marketing Environment Analysis

• External Environmental Factors (PESTLE Analysis)
• Internal Environmental Factors (SWOT Analysis)
• Competitor Analysis
• Market Segmentation and Targeting

Module 2: Consumer Behavior

Lecture 3: Understanding Consumer Behavior

• Factors Influencing Consumer Behavior (Psychological, Social, Cultural, Personal)
• Consumer Decision-Making Process (Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, Post-Purchase Behavior)
• Models of Consumer Behavior (Howard-Sheth Model, Engel-Kollat-Blackwell Model)

Module 3: Market Segmentation, Targeting, and Positioning

Lecture 4: Market Segmentation

• Basis of Market Segmentation (Geographic, Demographic, Psychographic, Behavioral)
• Segmentation Strategies (Undifferentiated, Differentiated, Concentrated, Micromarketing)
• Evaluating Market Segments

Lecture 5: Targeting and Positioning

• Target Market Selection Strategies (Mass Marketing, Differentiated Marketing, Niche Marketing, Customized Marketing)
• Positioning Strategies (Perceptual Mapping, Value Proposition, Brand Positioning)

Module 4: Brand Management

Lecture 6: Introduction to Brand Management

• Importance of Branding
• Brand Equity and Brand Value
• Building and Managing Brand Equity

Lecture 7: Brand Development and Branding Strategies

• Brand Identity (Brand Name, Logo, Slogan, Symbols)
• Brand Extension and Brand Stretching
• Co-Branding and Ingredient Branding

Module 5: Product Development and Management

Lecture 8: New Product Development Process

• Idea Generation and Screening
• Concept Development and Testing
• Market Testing and Commercialization

Lecture 9: Product Life Cycle Management

• Introduction to Product Life Cycle (Introduction, Growth, Maturity, Decline)
• Strategies for Each Stage of the Product Life Cycle

Module 6: Pricing Strategies

Lecture 10: Pricing Objectives and Strategies

• Pricing Objectives (Profit Maximization, Sales Maximization, Market Share, Survival)
• Pricing Methods (Cost-Plus Pricing, Value-Based Pricing, Competition-Based Pricing)

Lecture 11: Price Adjustment Strategies

• Discount and Allowance Pricing
• Psychological Pricing
• Pricing Strategies for Services

Module 7: Distribution Channels and Retailing

Lecture 12: Distribution Channels

• Types of Distribution Channels (Direct, Indirect, Multichannel)
• Channel Design Decisions (Channel Length, Intensity, Types of Intermediaries)

Lecture 13: Retailing and Omni-channel Marketing

• Retailing Strategies (Store Layout, Merchandising, Customer Service)
• Omni-channel Marketing Strategies for Seamless Customer Experience

Module 8: Integrated Marketing Communications (IMC)

Lecture 14: Introduction to IMC

• Evolution of Marketing Communications
• Components of IMC (Advertising, Sales Promotion, Public Relations, Direct Marketing, Personal Selling)

Lecture 15: Developing IMC Strategies

• Setting IMC Objectives
• Message Strategy and Creative Development
• Media Planning and Allocation

Module 9: Marketing Metrics and Analytics

Lecture 16: Introduction to Marketing Metrics

• Key Performance Indicators (KPIs) in Marketing
• Marketing Analytics Tools and Techniques

Lecture 17: Marketing Performance Measurement

• Return on Investment (ROI)
• Customer Lifetime Value (CLV)
• Brand Equity Measurement

Module 10: Marketing Strategy Development

Lecture 18: Strategic Marketing Planning

• Components of Marketing Plan
• Strategic Marketing Process (Analysis, Planning, Implementation, Control)

Lecture 19: Competitive Marketing Strategies

• Competitive Positioning
• Growth Strategies (Market Penetration, Market Development, Product Development, Diversification)

Module 11: Ethical and Social Responsibility in Marketing

Lecture 20: Marketing Ethics and Social Responsibility

• Ethical Issues in Marketing (Deceptive Advertising, Price Fixing, Product Safety)
• Corporate Social Responsibility (CSR) in Marketing Practices

1. Textbooks:

   • "Principles of Marketing" by Philip Kotler and Gary Armstrong
   • "Marketing Management: Analysis, Planning, Implementation, and Control" by Philip Kotler and Kevin Lane Keller
   • "Marketing: An Introduction" by Gary Armstrong and Philip Kotler
   • "Contemporary Marketing" by Louis E. Boone and David L. Kurtz
   • "Marketing Management" by Greg Marshall, Mark Johnston, and Roy Wood

2. Online Courses and Tutorials:

   • Coursera: Various courses on marketing topics offered by top universities and institutions.
   • edX: Marketing courses provided by universities such as Harvard University and MIT.
   • Udemy: Marketing courses covering a wide range of topics from beginner to advanced levels.
   • LinkedIn Learning: Courses on marketing strategy, digital marketing, branding, and more.
   • Google Digital Garage: Free online courses on digital marketing fundamentals, SEO, social media marketing, and analytics.

3. Case Studies and Business Journals:

   • Harvard Business Review: Articles, case studies, and research papers on marketing strategy and management.
   • Journal of Marketing: Academic journal publishing research articles on various marketing topics.
   • Journal of Marketing Research: Focuses on empirical research in marketing.
   • Business Case Studies: Platforms like Harvard Business School Case Studies or The Case Centre offer a wide range of case studies on marketing issues faced by real companies.

4. Podcasts and Webinars:

   • Marketing Over Coffee: Podcast discussing marketing trends, tactics, and strategies.
   • The GaryVee Audio Experience: Podcast by entrepreneur and marketing expert Gary Vaynerchuk covering marketing, business, and entrepreneurship.
   • HubSpot's Marketing Podcast: Podcast exploring inbound marketing strategies, tactics, and trends.
   • Webinars hosted by marketing agencies or industry experts on various marketing topics such as content marketing, social media marketing, and email marketing.

5. Industry Reports and Whitepapers:

   • Nielsen: Provides market research reports and insights on consumer behavior and market trends.
   • McKinsey & Company: Offers marketing-related reports and whitepapers on industry trends and best practices.
   • Forrester Research: Publishes research reports on marketing technology, customer experience, and digital marketing strategies.
   • Deloitte Insights: Provides marketing-related articles and reports covering various industries and global markets.

6. Online Communities and Forums:

   • Reddit: Subreddits such as r/marketing, r/digitalmarketing, and r/AskMarketing offer discussions, insights, and advice from marketing professionals and enthusiasts.
   • LinkedIn Groups: Join LinkedIn groups related to marketing management, digital marketing, or specific marketing topics to connect with professionals and participate in discussions.
   • Free Management eBooks - Online Library (free-management-ebooks.com)
   • https://openlibrary.org/
   • https://management.org/
   • https://www.studocu.com/
   • https://www.businessmanagementideas.com/
   • https://www.artofmarketing.org/https://www.artofmarketing.org/
   • 220+ Consumer Behavior (for MBA) chapter-wise solved MCQs with PDF download (mcqmate.com)

Marketing Management Assessment

Instructions: Please read the following case study carefully and answer the questions that follow.

Case Study: XYZ Corporation's Marketing Strategy

XYZ Corporation, a multinational consumer electronics company, is facing stiff competition in the smartphone market. Despite having innovative products, XYZ is struggling to maintain market share and profitability due to aggressive marketing campaigns by its competitors. The marketing team at XYZ is tasked with developing a new marketing strategy to regain market share and improve profitability.

Situation Analysis:

• XYZ Corporation's smartphones are known for their cutting-edge technology and high-quality features.
• Competitors are offering similar products at lower prices, leading to price wars in the market.
• XYZ's brand image is strong but needs reinforcement to differentiate itself from competitors.
• The target market consists of tech-savvy consumers aged 18-35, who value innovation and reliability in smartphones.
• Marketing efforts have primarily focused on traditional advertising channels, with limited emphasis on digital marketing and social media.

Questions:

1. Market Segmentation and Targeting: a. Identify and describe two segments within XYZ Corporation's target market based on demographic, psychographic, or behavioral factors. b. Recommend which segment XYZ should prioritize targeting with its new marketing strategy and explain your rationale.

2. Positioning Strategy: Develop a positioning strategy for XYZ Corporation's smartphones that emphasizes its unique features and benefits compared to competitors. Provide a brief positioning statement.

3. Marketing Mix: a. Propose a pricing strategy for XYZ's smartphones considering the competitive landscape and the company's objectives. b. Outline two promotional tactics XYZ can implement to increase brand awareness and engage with its target market effectively. c. Discuss the importance of integrating digital marketing channels into XYZ's promotional mix and provide two examples of digital marketing tactics the company can leverage.

4. Evaluation and Control: Describe two key performance indicators (KPIs) XYZ Corporation can use to evaluate the effectiveness of its new marketing strategy. Explain why these KPIs are relevant and how they align with the company's objectives.

Submission Guidelines:

• Your responses should be clear, concise, and well-supported with relevant examples or evidence.
• Provide thoughtful insights and recommendations based on marketing principles and concepts covered in the course.
• Ensure proper formatting and organization of your answers.
• Submit your completed assessment ans new books [submission deadline by lecture].
  Final Exam: QUESTIONS AND ANSWER SUBMIT