CCB331 Marketing Research and Marketing Management Syllabus:
CCB331 Marketing Research and Marketing Management Syllabus – Anna University Regulation 2021
COURSE OBJECTIVES:
To understand the changing business environment and the fundamental premise underlying market driven strategies.
To identify the indicators of management thoughts and practices.
To analyze the nature of consumer buying behaviour
To understanding the marketing research
To new trends in the arena of marketing
UNIT I INTRODUCTION
Defining Marketing − Core concepts in Marketing – Evolution of Marketing − Marketing Planning Process − Scanning Business environment: Internal and External − Value chain − Core Competencies – PESTEL − SWOT Analysis − Marketing interface with other functional areas – Production, Finance, Human Relations Management, Information System − Marketing in global environment – International Marketing − Rural Marketing − Prospects and Challenges
UNIT II MARKETING STRATEGY
Marketing strategy formulations – Key Drivers of Marketing Strategies – Strategies for Industrial Marketing – Consumer Marketing − Services marketing – Competition Analysis − Analysis of consumer and industrial markets − Influence of Economic and Behavioral Factors − Strategic Marketing Mix components.
UNIT III MARKETING MIX DECISIONS
Product planning and development – Product life cycle – New product Development and Management – Defining Market Segmentation – Targeting and Positioning − Brand Positioning and Differentiation – Channel Management – Managing Integrated Marketing Channels − Managing Retailing, Wholesaling and Logistics − Advertising and Sales Promotions – Pricing Objectives, Policies and Methods.
UNIT IV BUYER BEHAVIOUR
Understanding Industrial and Consumer Buyer Behaviour − Influencing factors – Buyer Behaviour Models – Online buyer behaviour − Building and measuring customer satisfaction – Customer relationships management – Customer acquisition, Retaining, Defection − Creating Long Term Loyalty Relationships. Do case studies on understanding consumer Decision-making Styles in India – Domestic Vs Foreign brand clothing.
UNIT V MARKETING RESEARCH & TRENDS IN MARKET
Marketing Information System – Marketing Research Process – Concepts and applications: Product – Advertising – Promotion – Consumer Behaviour – Retail research – Customer driven organizations – Cause related marketing − Ethics in marketing – Online marketing trends – social media and digital marketing. Do an analysis on Amazon in India.
TOTAL:45 PERIODS
COURSE OUTCOMES:
CO1: Applied knowledge of contemporary marketing theories to the demands of business and management practice
CO2: Enhanced knowledge of marketing strategies for consumer and industrial marketing
CO3 : Deep understanding of choice of marketing mix elements and managing integrated marketing channels
CO4: Ability to analyze the nature of consumer buying behaviour
CO5: Understanding of the marketing research and new trends in the arena of marketing
TEXT BOOKS
1. Philip. T. Kotler and Kevin Lane Keller, Marketing Management, Prentice Hall India, 15th Edition, 2017
2. KS Chandrasekar, “Marketing management-Text and Cases”, Tata McGraw Hill Education, 2012
REFERENCES
1. Lamb, Hair, Sharma, Mc Daniel– Marketing – An Innovative approach to learning and teaching- A south Asian perspective, Cengage Learning, 2012.
2. Paul Baines, Chris Fill, Kelly Page, Marketing, Asian edition, Oxford University Press,5th edition, 2019.
3. Ramasamy, V.S, Namakumari, S, Marketing Management: Global Perspective Indian Context, Macmillan Education, New Delhi, 6 th edition, 2018.
4. NAG, Marketing successfully- A Professional Perspective, Macmillan 2008.
5. Micheal R.Czinkota, Masaaki Kotabe, Marketing Management, Vikas Thomson Learning, 2nd edition 2006.