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Course Code V20PBA103 Course Name MARKETING MANAGEMENT Course Category PCC Professional Core Course
 4

Pre-requisite Courses Nil Co-requisite Courses Nil Progressive Courses

Course Offering Department DODE Data Book / Codes/Standards

Course Learning Rationale (CLR): The purpose of learning this course is to: Learning Program Outcomes (PO)

CLR-1: Introduce the student to the building blocks of marketing. 1 2 3 1 2 3 4 5 6 7 8 9 10 11 12

Understand consumer behavior through market research and estimate demand

Enhance link between business and

CLR-2:

Identifying, assessing and selecting

Segment markets, design products and services, and strategize competition, through packaging and labeling

Preparing business plan for new

CLR-3:

Instigate entrepreneurial drive

product options

Practice business ethics with

Understanding of ecosystem
Ability to make comparative
Select the right pricing strategies across intermediaries catering to different markets through wholesaling and

Level of Thinking (Bloom)

Expected Proficiency (%)

Expected Attainment (%)

Effective Communication
CLR-4:

Innovation and creativity

Entrepreneurial thinking
retailing
CLR-5: Integrate different promotional strategies across the spectrum of online and offline marketing platforms.

Identifying scope
communication

public policy
Digital skills

analysis
integrity

venture
digital
Course Learning Outcomes (CLO): At the end of this course, learners will be able to:

CLO-1: Understand the Concept of Marketing concepts 2 50 48 3 3 3

CLO-2: Evolve marketing research and consumer behavior 1 60 50 3 2 2 2 3 2
CLO-3: Develop consumer segmentation and product and brand relationship 5 55 40 2 2 3 2
CLO-4: Understanding consumer psychology and pricing 4 65 60 2 3 2 2
CLO-5: Sketch the Integrated Marketing Communications 3 70 55 3 3 2 3

Duration (hour) 6 6 6 6 6
SLO-1 Introduction to Marketing. Components of a Modern Marketing Segmentation Understanding Pricing Integrated Marketing Communications
S-1 Basis of consumer market and business
SLO-2 Scope-Marketing Concepts Marketing Information System Pricing Concepts Role-Environment
market
SLO-1 Marketing philosophies Marketing Intelligence System Targeting- selection of strategies Determinants of pricing Mix- Process Models
S-2
SLO-2 changing Marketplace Analyzing the marketing environment Positioning for competitive advantage Types and Strategies Channels-Advertising
Competitive Strategies for Market
SLO-1 Factors influencing marketing Macro Environment Consumer Psychology and Pricing Sales Promotions
Leaders-
S-3
role of Marketing in the
SLO-2 Micro Environment Market-Challenger Strategies Setting the Price Events and Experiences
Organization
Company Orientation towards the
S-4 SLO-1 Demand Forecasting Market-Follower Strategies Pricing Methods Public Relations
Marketplace
 SLO-2 Marketing Mix Conducting Marketing Research Market-Nicher Strategies Marketing Channels Online, social media,
SLO-1 4 Ps in Marketing Mix Types of Marketing Research Product Life-Cycle stages Importance of Marketing Channel Mobile Marketing- Word of Mouth
S-5
SLO-2 7 Ps Marketing Mix Methods of Marketing Research Strategies for different stages Value Networks- Direct and Database Marketing
Product Characteristics and
SLO-1 value delivery process Process of Marketing Research Role- Functions Personal Selling
Classifications- Differentiation-
S-6
Primary Activities Building Customer Value,
SLO-2 Product and Brand Relationships Levels-Channel-Design Decisions Catalog Marketing
Satisfaction, and Loyalty

1. Philip Kotler, Kevin Lane Keller, “Marketing Management”, 15th Edition, Pearson Publications Limited, 2017.
Learning 2. Rajan Saxena, “Marketing Management”, 5th Edition, Tata McGraw Hill Publishing Co. Ltd., 2017.
Resources 3. Ramasamy and Namakumari, “Marketing Management- Global Perspective- Indian Context”, 5th Edition, Macmillan Publishers India Ltd., 2014.

Learning Assessment
Continuous Learning Assessment (50% weightage) Final Examination
Bloom’s Level of
CLA – 1 (10%) CLA – 2 (5%) CLA – 3 (15%) CLA – 4 (10%) CLA – 5 (05%) CLA – 6 (05%) (50% weightage)
Thinking
Theory Practice Theory Practice Theory Practice Theory Practice Theory Practice Theory Practice Theory Practice
Level 1 Remember 30 15 20 20 15 10 15
Level 2 Understand 30 15 20 20 15 10 15
Level 3 Apply 40 20 20 20 20 20 20
Level 4 Analyze 20 20 20 20 20 20
Level 5 Evaluate 15 10 20 20 20 20
Level 6 Create 15 10 10 20 10
Total 100 % 100 % 100 % 100 % 100 % 100 % 100 %
CLA-1 Cycle test I (The marks distribution must be based on the level of thinking (blooms) of CLO-2) CLA-2 End Unit Test CLA-3 Model Examination
CLA – 4 Innovative Assignments (Videos, Campaigns, Social awareness etc.,) CLA – 5 Intercollegiate Participation (Tech Talks, Conference Paper, etc.) CLA – 6 Course related Events / GLs arranged

Course Designers
Experts from Industry Experts from Higher Technical Institutions Internal Experts
Mr.Anand – Regional Marketing manager- Carrier Air cooling solution Dr. Jayasanker, Professor, D.G Vaishnav college, Arumbakkam, Chennai Dr. A. R. Krishnan – Professor, College of Management, SRMIST
Dr. C. Senthil Nathan , Assistant Professor, College of
Dr. Balamurugan, Professor, Anna University, Thiruchirapalli.
Management, SRMIST