CIM336 Marketing Management Syllabus:
CIM336 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 understanding of choice of marketing mix elements and managing integrated marketing channels
• Abilitytoanalyzethenatureof consumerbuyingbehaviour
• To Understandingofthemarketingresearchandnewtrendsinthearenaofmarketing
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 − Prospectsand 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, Whole saling and Logistics –Advertising and Sales Promotions – Pricing Objectives,Policies and Methods
UNIT IV BUYER BEHAVIOUR
Understanding Industria land Consumer Buyer Behavior – Influencing factors–Buyer Behaviour Models –Online buyer behavior −Building and measuring customer satisfaction –Customer relationships management–Customer acquisition, Retaining, Defection – Creating Long TermLoyaltyRelationships.
UNIT V MARKETING RESEARCH &TRENDS IN MARKETING
Marketing Information System – Marketing Research Process – Concepts and applications:Product – Advertising – Promotion – Consumer Behaviour – Retail research – Customerdriven organizations – Cause related marketing − Ethics in marketing – Online marketing trends-social media and digital marketing
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 area of marketing
REFERENCES:
1. Philip T. Kotlerand Kevin Lane Keller, Marketing Management, Prentice Hall India,15th Edition,2017.
2. K S Chandrasekar, “Marketing management Text and Cases”, TataMcGraw Hill Education, 2012
3. PaulBaines, ChrisFill,KellyPage, Marketing, Asian edition,Oxford University Press, 5th edition, 2019.
4. Ramasamy, V.S, Namakumari, S,Marketing Management: Global Perspective Indian Context, Macmillan Education, New Delhi,6th edition,2018.
5. PhilipKotler,Gay Armstrong,Prafulla Agnihotri,Principles of marketing, 7th edition, 2009