Lesson Plan MM

DR.PAULS ENGINEERING COLLEGE DEPARTMENT OF MANAGEMENT STUDIES LESSON PLAN Name of the Faculty : R.ANANDBABU Designation: AP/MBA Branch/Semester : MBA/II SEM Academic Year: 17-18(EVEN SEM) Subject Code and Name : BA5207- MARKETING MANAGEMENT Proposed Dates Actual Date Text book with S.no Portions Covered of pages Date Hours Completion Book Page no No UNIT 1 - INTRODUCTION 1 3 Marketing Management – Definition- Conceptual framework 2 2 Marketing Environment Marketing interface with other 3 3 functional areas- Production, Finance, HRM, Information System 4 2 Marketing in global environment 5 2 Prospects and challenges UNIT II – MARKETING STRATEGY 6 2 Marketing strategy formulations 7 1 Key drivers of marketing strategies 8 2 Strategies for Industrial marketing 9 1 Consumer marketing 10 2 Services marketing 11 1 Competitor analysis 12 2 Analysis of consumer and Industrial marketing 13 1 Strategic marketing mix components UNIT III – MARKETING MIX DECISIONS 14 2 Product planning and Development 15 1 Product life cycle 16 2 NPD and Management 17 1 Marketing Segmentation 18 1 Targeting and positioning 19 1 Channel Management 20 1 Advertising and sales promotions 21 2 Pricing objectives -1- 22 1 Policies and methods UNIT IV- BUYER BEHAVIOUR 23 2 Understanding industrial and individual buyer behavior 24 1 Influencing factors 25 2 Buyer behavior models 26 1 Online buyer behavior 27 2 Building and measuring customer satisfaction 28 1 Customer acquisition 29 1 Retaining 30 1 Defection UNIT V – MARKETING RESEARCH & TRENDS IN MARKETING 31 1 Marketing information system 32 1 Research process 33 1 Concepts and applications 34 2 Product – Advertising 35 1 Promotions 36 1 Consumer behavior 37 1 Retail Research 38 1 Customer driven organisation 39 1 Cause related marketing 40 1 Ethics in marketing 41 1 Online marketing trends TEXT BOOK: 1 Philip Kortler and Kevin Lane Keller, Marketing Management, PHI 14th Edition, 2012 KS Chandrasekar, “Marketing management-Text and Cases”, Tata McGrawHill- 2 Vijaynicole,First edition,2010 Refernce books: Micheal R.Czinkota & Masaaki Kotabe, Marketing Management, Vikas Thomson 1 Learning 2 Duglas,J.Darymple, Marketing Management, John Wiley & Sons, 2008 TOTAL : 60 PERIODS -2- Faculty in charge HOD Dean/Principal -3-