AKTU Marketing Management – II (BMBAI406) Syllabus PDF – MBA (Integrated) 4th Semester

Course Objective: To expose the students to the advance concepts of Marketing mix and its various elements and to help them analyze the recurrent issues in Marketing and enhancing the marketing decision making abilities with the help of cases.

Course Objectives

1. To define, describe, and analyze the components of the marketing mix and evaluate the factors influencing its determination, including the role of service mix in modern marketing.
2. To identify, compare, and apply strategies related to product mix, branding, packaging, labeling, and product life cycle management for various consumer products.
3. To explain, differentiate, and formulate pricing strategies by analyzing objectives, pricing processes, and adapting prices based on market and customer dynamics.
4. To interpret, plan, and justify distribution and logistics decisions, including the design and management of marketing channels, wholesaling, retailing, and their functions.
5. To construct, explain, and validate the components of a marketing communication mix and budget, and integrate various promotional tools effectively.
6. To discuss, relate, and evaluate contemporary global marketing trends and address social, ethical, and legal challenges while formulating global marketing mix strategies.

UNIT- I: (Session 08 Hours)

Marketing Mix: Meaning, Concept & Importance of Marketing Mix, Elements of Marketing Mix, Determining the Marketing Mix, Factors influencing the Determination of Marketing Mix, Essentials of Effective Marketing Mix; Elements of Service Mix. Product Decisions: Product Mix Strategy Classification of products and strategies for different types of consumer products, New product development process. Product Life Cycle and various strategies. Product Line Decisions, Branding:

Concept and Challenges. Packaging and labeling.

UNIT - II: (Session 08 Hours)

Pricing Decisions: Pricing Considerations and Strategies Introduction to various objectives of pricing, Pricing Process. Adapting the price: Concept of geographical pricing, promotional pricing, discriminatory pricing. Understanding various pricing strategies and their application.

UNIT - III: (Session 08 Hours)

Place Decisions: Distribution and Logistics Decision Nature of Marketing Channels, Channel Functions and Flows, Channel Design and Management Decisions, Channel Dynamics. Introduction to Wholesaling, Retailing and Logistics.

UNIT - IV: (Session 08 Hours)

Promotion Decisions: Deciding on the Marketing Communications Mix, Process of deciding the marketing communication mix, Marketing communication budget. Introduction to various elements of integrated marketing communications.

UNIT - V: (Session 08 Hours)

Current issues and Global Marketing: Social, ethical & legal aspects of marketing; Introduction to global market place Challenges and opportunities of Globalization. Factors governing entry into foreign markets. Marketing Mix for Global Markets. Trends in international marketing Suggestive Readings:

1. Text: Kotler Philip Marketing Management, Eleventh Edition, Pearson.
2. Kotler Philip and Armstrong Gray, Principles of Marketing, Eleventh Edition, Pearson Education.
3. Ramaswamy VS, Namakumari S, Marketing Management, Planning Implementation & Control, Third Edition, MacMillan.
4. Sontakki, C.N., “Marketing Management”, Kalyani Publishers.
5. Gupta, C.B. & Nair, N.R.,“Marketing Management”, Sultan Chand & Sons.
6. Bose, B.S., “Marketing Management”, Himalaya Publishing House. Course Outcomes Based on Bloom’s Taxonomy

Course Outcomes