Marketing Management Notes



The purpose of the MBA Marketing Management Subject is to develop an understanding of the underlying concepts, strategies, and issues involved in the marketing of products and services. 

Marketing Management contains five modules: Marketing Concepts and Challenges; Marketing Planning and Control; Marketing Mix, Understanding Customer, and Marketing Information System; and Marketing Strategies. It explores the following topics in detail; Social Marketing, Marketing Mix, Customer Value, Competitor Analysis, Consumer Behaviour, Demand Forecasting, Market Segmentation, Targeting, and Positioning.



Module I: Marketing Concepts & Challenges

Nature and Scope of Marketing Management,
Definition and Meaning of Marketing,
Nature and Scope of Marketing,
Marketing Process,
Marketing Environment,
Marketing Organisations,
Marketing Challenges,
Concept of Green Marketing,
Concept of Social Marketing,
Concept of Alliance Marketing, Marketing Mix.

Module II: Marketing Planning & Control

Marketing Planning,
Marketing Competitiveness,
Customer Value,
Marketing Planning Process,
Identifying and analyzing the Competitors,
Defining the Competitive Strategy, and
Marketing Control, and Control process.




Module III: Marketing Mix, 4P's of Marketing

Product Development,
Product Life Cycle,
Product Mix Decisions,
Branding, Packaging, and Labelling,
Right Pricing, Managing Price Changes,
Role of Advertising in Marketing Communications, and Process of Advertising, and
Value Analysis.

Module IV: Understanding Customer and Marketing Information System

Types of Consumers,
Factors influencing consumer behavior,
Consumer Decision-making Process,
MIS-subsystems,
Conducting Marketing Research, and
Demand forecasting.



Module V: Marketing Strategies

Market Segmentation,
Targeting and Positioning,
Brand Equity, and
Crafting Brand Positioning.