Scribd
Upload
244 views2 pages

ME368 Marketing Management-KTUNOTES - IN

This document provides information on the Marketing Management course offered in 2016 including: - 3 credit hours, no prerequisites, introduces concepts like market and marketing, product launches, and marketing strategies. - The syllabus covers topics such as marketing planning, consumer behavior, communication, and new trends. - Students will learn to analyze marketing situations, recognize environmental factors, and develop marketing plans. - Exams and coursework evaluate modules covering the marketing mix, segmentation, research, product lifecycles, promotion, and branding.

Uploaded by

anil
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
244 views2 pages

ME368 Marketing Management-KTUNOTES - IN

This document provides information on the Marketing Management course offered in 2016 including: - 3 credit hours, no prerequisites, introduces concepts like market and marketing, product launches, and marketing strategies. - The syllabus covers topics such as marketing planning, consumer behavior, communication, and new trends. - Students will learn to analyze marketing situations, recognize environmental factors, and develop marketing plans. - Exams and coursework evaluate modules covering the marketing mix, segmentation, research, product lifecycles, promotion, and branding.

Uploaded by

anil
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 2

Course Course Name L-T-P- Year of

code Credits Introduction


ME368 Marketing Management 3-0-0-3 2016
Prerequisite : Nil
Course Objectives: :
 To introduce the concept of market and marketing
 To give idea about launching a new product
 To introduce the various marketing strategies
Syllabus:
Introduction to marketing, Social and Marketing planning, Consumer behavior, Marketing
communication, Designing the message, New trends in marketing

Expected Outcomes:
The students will be able to

IN
i. state the role and functions of marketing within a range of organizations.
ii. describe key marketing concepts, theories and techniques for analyzing a variety of
marketing situations.

S.
iii. identify and demonstrate the dynamic nature of the environment in which marketing
decisions are taken
iv. synthesize ideas into a marketing plan
TE
Text books:
1. Majumdar R., Marketing Research, Text, Applications and Case Studies, New Age
International (P), 1991
O

2. Ramaswamy V.S. & Namkumari S, Marketing Management: Planning, Implementation


and Control, Macmillan India Limited, 2002
N

3. Robert, Marketing Research, Prentice Hall of India,1999


4. T N Chabra and S K Grover : Marketing management, Dhanpat Rai, 2007
U

Reference books:
1. Kotler P, Marketing Management: Analysis, Planning, Implementation and Control,
KT

Prentice Hall of India,1993


2. Stanton W.J., Etzel M.J. & Walker B.J, Fundamentals of Marketing, McGraw Hill
International Edition, 1994
COURSE PLAN
End
Sem.
Module Contents Hours
Exam.
Marks
Introduction to marketing - concept of market and marketing –
marketing environment - controllable factors - factors directed by
I 7 15%
top management - factors directed by marketing - uncontrollable
factors - demography, economic conditions, competition.
Social and Marketing planning - marketing planning process -
Boston consultancy group model - marketing mix - marketing
II 7 15%
mix variables. Developing, testing and launching of new
products .
FIRST INTERNAL EXAMINATION
Market segmentation and market targeting - introduction to
segmentation - targeting and product positioning. Marketing
III research - need and scope - marketing research process – 7 15%
research objectives, developing research plan, collecting
information, analysis, and findings.
Consumer behaviour - factors influencing consumer behaviour -
IV
perceived risks Product life cycle - marketing strategies for 6 15%
different stages of product life cycle

SECOND INTERNAL EXAMINATION


Marketing communication - marketing mix variables - steps in
V developing effective communication - identification of target 7 20%
audience - determination of communication objectives

IN
Designing the message - selecting the communication channels -
promotion mix evaluation - advertising and sales promotion -

S.
V1 factors in advertising - sales promotion tools. New trends in 8 20%
marketing- Brand management - significance of branding to
consumers and firms
TE
END SEMESTER EXAMINATION
Question Paper Pattern
O

Maximum marks: 100 Time: 3 hrs


N

The question paper should consist of three parts


U

Part A
There should be 2 questions each from module I and II
KT

Each question carries 10 marks


Students will have to answer any three questions out of 4 (3X10 marks =30 marks)

Part B
There should be 2 questions each from module III and IV
Each question carries 10 marks
Students will have to answer any three questions out of 4 (3X10 marks =30 marks)

Part C
There should be 3 questions each from module V and VI
Each question carries 10 marks
Students will have to answer any four questions out of 6 (4X10 marks =40 marks)

Note: Each question can have a maximum of four sub questions, if needed.

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy