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    FR Ecom405

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    krish bhatia
    This document outlines the units and topics covered in the course ECOM405 Marketing Management/Essentials of Marketing. The 15 units cover key marketing concepts like marketing strategy, consumer behavior, product development, pricing, distribution, integrated marketing communications, and global marketing. Reference books and web links are provided for each unit to support student learning. The course aims to equip students with an understanding of core marketing principles and their application.

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    FR Ecom405

    Uploaded by

    krish bhatia
    53 views15 pages
    This document outlines the units and topics covered in the course ECOM405 Marketing Management/Essentials of Marketing. The 15 units cover key marketing concepts like marketing strategy, consumer behavior, product development, pricing, distribution, integrated marketing communications, and global marketing. Reference books and web links are provided for each unit to support student learning. The course aims to equip students with an understanding of core marketing principles and their application.

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    FR_ECOM405

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    This document outlines the units and topics covered in the course ECOM405 Marketing Management/Essentials of Marketing. The 15 units cover key marketing concepts like marketing strategy, consumer behavior, product development, pricing, distribution, integrated marketing communications, and global marketing. Reference books and web links are provided for each unit to support student learning. The course aims to equip students with an understanding of core marketing principles and their application.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    53 views15 pages

    FR Ecom405

    Uploaded by

    krish bhatia
    This document outlines the units and topics covered in the course ECOM405 Marketing Management/Essentials of Marketing. The 15 units cover key marketing concepts like marketing strategy, consumer behavior, product development, pricing, distribution, integrated marketing communications, and global marketing. Reference books and web links are provided for each unit to support student learning. The course aims to equip students with an understanding of core marketing principles and their application.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 15

    Course Code: ECOM405

    Course Title: MARKETING MANAGEMENT/ESSENTIALS OF MARKETING

    Unit 1

    Marketing: Scope and Concepts

    Reference Books

     Rajan Saxena, Marketing Management, Tata McGraw Hill, 2002


     Ramasamy & Namakumari, Marketing Management, Macmillan India, 2002
     Ramphal and Gupta, Case and Simulations in Marketing, Galgotia, Delhi
     S. Jayachandran, Marketing Management, TMH, 2003
     SHH Kazmi, Marketing Management, Excel Books, New Delhi

    Web Links

     www.hindustanstudies.com/files/coreconcepts.pdf
     http://www.netmba.com/marketing/concept/
     http://www.jimnovo.com/Relationship-Marketing-more.htm
     http://www.realinnovation.com/content/c081103a.asp
     http://www.wisegeek.com/what-is-customer-value.htm
    Unit 2

    Understanding the Marketplace and Consumers

    Reference Books

     Philip Kotler, Marketing Management, Pearson, 2007.


     SHH Kazmi, Marketing Management – Text and Cases, Excel Books.
     V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003.

    Web Links

     http://marketingteacher.com/lesson-store/lesson-marketing-environment.html
     http://knol.google.com/k/marketing-environment#
     http://www.marketing91.com/mis-marketing-information-system/
     http://www.polarismr.com/resources/marketing-research-overview/
    Unit 3

    Consumer Markets and Consumer Buying Behaviour

    Reference Books

     Ramphal and Gupta, Case and Simulations in Marketing, Galgotia, Delhi


     S. Jayachandran, Marketing Management, TMH, 2003
     SHH Kazmi, Marketing Management, Excel Books, New Delhi
     Saroj Dutta, Marketing Sense, Excel Books, New Delhi

    Web Links

     www.consumerpsychologist.com/
     www.marketingteacher.com/.../lesson-defining-consumer-behavior.html
     http://tutor2u.net/business/marketing/buying_decision_process.asp
     http://business.ezinemark.com/factors-affecting-consumer-
    behavior50fc758b3b5.html
    Unit 4

    Business Markets and Business Buyer Behaviour

    Reference Books

     Frederick E Webster, Jr., Industrial Marketing Strategy, John Wiley and Sons
     Krishna K Havaldar, Industrial Marketing, Tata McGraw Hill Publishing CompanyLtd.
     SHH Kazmi and Satish K Batra, Consumer Behaviour – Text and Cases, Excel Books

    Web Links

     http://knol.google.com/k/organizational-buying-processes-and-buyingbehavior#
     http://www.economypoint.org/o/organizational-buying-behaviour.html
     http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Four-
     CRM-Strategies-for-Adapting-to-the-Changing-Economy-47995.aspx
     http://www.txtgroup.com/content/maincontent/6243/C_4_maincontent_6243_gr_c
    ontent_mrkt_download_object.pdf
    Unit 5

    Designing a Customer-driven Strategy and Mix: Creating Value for Target


    Customer

    Reference Books

     Lawrence Weinstein, Marketing Management, South Western Publications.


     Philip Kotler, Marketing Management, Pearson, 2007.
     V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003

    Web Links

     www.prenhall.com/behindthebook/0132390027/.../Kotler_CH07.pdf
     www.advertising-objective.com/the-stp-process.html
     www.businessplans.org/segment.html
     www.tutor2u.net/business/marketing/segmentation_why.asp
    Unit 6

    Products, Services and Brands: Building Customer Value

    Reference Books

     Rajan Saxena, Marketing Management, Tata McGraw Hill, 2002.


     Ramasamy & Namakumari, Marketing Management, Macmillan India, 2002.
     Ramphal and Gupta, Case and Simulations in Marketing, Galgotia, Delhi.
     Saroj Dutta, Marketing Sense, Excel Books, New Delhi.
     SHH Kazmi, Marketing Management, Excel Books, New Delhi.
     S. Jayachandran, Marketing Management, TMH, 2003.

    Web Links

     http://www.citesales.com/87-product-mix.html
     www.wisegeek.com/what-is-a-product-line.htm
     http://marketingteacher.com/lesson-store/lesson-services-marketing.html
     http://www.degromoboy.com/cs/gap.htm
     http://marketing.about.com/od/brandstrategy/tp/brandstrategydev.htm
    Unit 7

    New Product Development and Product Life Cycle Strategies

    Reference Books

     Christopher K. Bart, “Organising for New Product Development,” Journal ofBusiness


    Strategy, July-August 1988.
     Cooper Robert G and Klein Schmidt, New Product: The Key Factors in Success,(AMA,
    1990).
     SHH Kazmi, Marketing Management – Text and Cases, Excel Books.
     V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003.

    Web Links

     http://www.learnmarketing.net/npd.htm
     http://www.knowthis.com/principles-of-marketing-tutorials/managingproducts/
    new-product-development-process
     http://www.innovationmanagement.se/2010/10/25/the-need-for-a-
    newproductdevelopment-process
     http://www.quickmba.com/marketing/product/life cycle/
    Unit 8

    Pricing: Understanding and Capturing Customer Value

    Reference Books

     Philip Kotler, Marketing Management, Pearson, 2007.


     SHH Kazmi, Marketing Management – Text and Cases, Excel Books.
     V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003.

    Web Links

     http://marketingteacher.com/lesson-store/lesson-pricing.html
     http://www.netmba.com/marketing/pricing/
     http://tutor2u.net/business/gcse/marketing_pricing_strategies.htm
    Unit 9

    Managing Marketing Channels

    Reference Books

     D. J. Bowersox and M. B. Cooper, Strategic Marketing Channel


    Management,McGraw-Hill 1992.
     E. Raymond Corey, Industrial Marketing: Cases and Concepts, Prentice-Hall, 4th
    ed.1991.
     SHH Kazmi, Marketing Management – Text and Cases, Excel Books, New Delhi.
     Sumit K. Majumdar and Venkatram Ramaswamy, “Going Direct to Market:
    TheInfluence of Exchange Conditions,” Strategic Management Journal, June 1995.

    Web Links

     http://tutor2u.net/business/marketing/distribution_introduction.asp
     http://lcm.csa.iisc.ernet.in/scm/supply_chain_intro.html
     www.ehow.com/list_6679006_types-retail-formats-india.html
     http://www.knowthis.com/principles-of-marketing-tutorials/wholesaling/
    Unit 10

    Integrated Marketing Communications

    Reference Books

     Rajan Saxena, Marketing Management, Tata McGraw Hill, 2002.


     Ramasamy & Namakumari, Marketing Management, Macmillan India, 2002.
     Ramphal and Gupta, Case and Simulations in Marketing, Galgotia, Delhi.
     S. Jayachandran, Marketing Management, TMH, 2003.
     Saroj Dutta, Marketing Sense, Excel Books, New Delhi.
     SHH Kazmi, Marketing Management, Excel Books, New Delhi.

    Web Links

     www.marketing.about.com; managementhelp.org/mrktng/mrktng.htm
     http://www.multimediamarketing.com/mkc/marketingcommunications/
     http://www.exchange4media.com/viewpoint/viewpoint.asp?view_id=95
     http://www.sales-and-marketing-for-you.com/marketing-communicationprocess.
    html
    Unit 11

    Marketing Communication Tools (Promotion Mix)

    Reference Books

     Batra, Aaker and Myers, Advertising Management, Pearson Education


     Kruti shah and Alan D’Souza, Advertisement and Promotions-An IMC Perspective,Tata
    McGraw Hill
     Saroj Dutta, Marketing Sense, Excel Books, New Delhi
     SHH Kazmi, Marketing Management, Excel Books, New Delhi

    Web Links

     www.davedolak.com/promix.htm
     http://ezinearticles.com/?Advantages-and-Disadvantages-of-
    DirectMarketing&id=2560926
     http://marketingteacher.com/lesson-store/lesson-sales-promotion.html
     http://www.ipa.co.uk/Content/The-advertising-process
    Unit 12

    Sales Management

    Reference Books

     Caballero, M.J., Dckinson, R.A., Town Send D, (1984), Aristotle and Personal
    Selling,Journal of Personal Selling and Sales Management, 4, 13-27.
     Ingram T.N., LaForge, R.W., Avila, R.A., (2006), Sales Management, 6th Edition,USA;
    Thomson South-Western.
     Rajan Saxena, Marketing Management, Tata McGraw Hill, 2002.
     Ramasamy & Namakumari, Marketing Management, Macmillan India, 2002.
     SHH Kazmi, Marketing Management, Excel Books, New Delhi.

    Web Links

     www.sellingselling.com/business/attitude.cfm
     www.davedolak.com/psell.htm
     www.marketingteacher.com/lesson-store/lesson-personal-selling.html
     Http://www.ximb.ac.in/ximb/fileadmin/templates/ximb/pdf/selling.pdf
    Unit 13

    Creating Competitive Advantage

    Reference Books

     David Aaker, “Managing Assets and Skills: The Key to Sustainable


    CompetitiveAdvantage,” California Management Review, 1989.
     Philip Kotler, Marketing Management, Pearson, 2007.
     SHH Kazmi, Marketing Management – Text and Cases, Excel Books.
     V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003.

    Web Links

     http://www.isc.hbs.edu/firm-competitve.htm
     www.quickmba.com/strategy/porter.shtml
     http://tutor2u.net/business/strategy/competitive_advantage.htm
     http://www.1000ventures.com/business_guide/market_leader.html
    Unit 14

    The Global Marketplace

    Reference Books

     Philip Kotler, Marketing Management, Pearson, 2007.


     Philip R. Cateora, International Marketing, 9th ed. McGraw-Hill, 1997.
     SHH Kazmi, Marketing Management – Text and Cases, Excel Books.
     V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003.

    Web Links

     www.fao.org/docrep/W5973E/w5973e02.htm
     http://marketingteacher.com/lesson-store/lesson-international-modes-ofentry.
    html
     http://www.exforsys.com/career-center/marketing-management/globalmarketing.
    html
    Unit 15

    Sustainable Marketing

    Reference Books

     Eric N. Berkowitz, Roger A. Kerin, Steven W. Hartley, William Rudelius, et al.,5th ed.
    “Marketing,” Irwin/MacDraw-Hill, 1997.
     Keith Davis and William C. Frederick, Business and Society: Management,
    PublicPolicy, and Ethics, 1984.
     Margaret A. Stroup and Ralph L. Newbert, “The Evolution of SocietalResponsibility,”
    Business Horizons, March-April 1987.
     S H H Kazmi, Marketing Management – Text and Cases, Excel Books.

    Web Links

     www.wisegeek.com/what-is-business-ethics.htm
     http://www.indiacsr.in/
     http://www.causebecause.com/news-detail.php?NewsID=158
     http://ezinearticles.com/?Ethics-in-Advertising&id=1134642
     http://advertising.about.com/od/ethics/Ethics_in_Advertising_and_Public_Relations
    .htm

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