Marketing Management ( Credit 3 )
This course aims to equip you with necessary skills and capabilities to analyze market situations, formulate marketing management strategies, action programs, and implement them more effectively.
Unit I: Introduction
Business strategy and sustainable competitive advantage; strategic business unit; strategic market management development, characteristics, trends, and needs; components of strategic marketing management; and process of strategic marketing management.
Unit II: Strategic Analysis
External analysis: Consumer analysis, competitor analysis, market analysis, and environmental analysis.
Internal analysis: shareholder value analysis, sales and profitability analysis, strategic options, and business portfolio analysis. Tools of analysis: SWOT analysis, Five Forces analysis, and PEST analysis. Development of strategic alternatives.
Unit III: Developing Marketing Strategies
Strategy for sustainable competitive advantage (SCA): synergy, strategic vision, strategic opportunism, and dynamic vision. Differentiation strategies: quality options, building strong brands, low cost strategies, focus strategies and preemptive move. Growth strategic: penetration, product development, market development and vertical integration. Diversification strategies: related and unrelated diversification, entry strategies, strategies in declining and hostile markets. Global marketing strategies: motivations for going global, standardization vs. customization, strategic alliances. Implementing the marketing strategies: product/service, pricing, distribution, and promotion decisions, implementing strategy.
Unit IV: Development of Marketing Planning and Control System
Meaning and importance of marketing plan; components of marketing plan; executing and implementation and control mechanism.
Kotler, P. (2003). Marketing Management. (11th ed.) PHl. New Delhi.
Aker, D.A. (1998). Strategic Market Management. (5th ed.). JOHN WILEY & SONS INC: Singapore.
Carvens, D.W. Strategic Marketing. Irwin Inc. New Delhi.