Course Title: 
Marketing Management
Course Code: 
Year Taught: 
Doctoral Programs
School of Arts and Sciences

'Marketing Management' is an elective course offered in the second semester of M. Phil. Commerce and Management (Part - Time) offered by School of Arts & Sciences, Kochi.

Unit 1: 

Basics of Marketing: Definition of Marketing, and Marketing Management;Nature and scope of marketing; Marketing Environment: Macro and MicroMarketing Environment, Scanning the environment; Marketing organization;Marketing planning: marketing planning process; Sales planning and control,sales forecasting and policy making.

Unit 2: 

Buying behaviour: Need for studying consumer behaviour, consumermodelling: the economic model, learning model, psychoanalytic model, thesociological model, the Howard Sheth model of buying behaviour, the Nicosiamodel, the Engel - Kollat – Blackwell model; Consumer behaviour andperception, learning, personality, attitude, motivation; Social influence onconsumer buying behaviour – groups, types of groups relevant to consumerbehaviour; Industrial buying behaviour.

Unit 3: 

Marketing Segmentation and Marketing Strategies – segmentation basis,selection of segments, segmentation strategies, targeting and positioning;Marketing mix for product and services; 5 M’s of Advertising, 6 C’s of Distribution Channel; Marketing information system; Marketing strategy: product life cycle strategies, new product development and strategies.

Unit 4: 

Physical Distribution - Channels of Distribution –Role of Physical Distribution in India – Supply Chain Management – Direct Marketing and Retail Marketing.

Unit 5: 

Marketing research: application of marketing research, research process,research design, research tools, research analysis – factor analysis, clusteranalysis, conjoint analysis, product research, packaging research, pricingresearch, promotion research, customer satisfaction research, sales anddistribution research, brand research, advertising research.

  1. Philip Kotler,’ Marketing Management (Analysis, Planning, Implementation andControl)’, PHI
  2. William J. Stanton, ‘Fundamental of Marketing’ McGraw-Hil Inc., Delhi.
  3. Philip Kotler, ‘Principles and Practice of Marketing’, Prentice – Hall of India New Delhi.
  4. Still, Cundiff and Govoni, ‘Sales Management’, Prentice-Hall of India, Delhi.
  5. V.S. Ramaswamy& S Namakumari, ‘Marketing Management – Planning, Implementation & Control – The Indian’, MacMillan India Ltd., New Delhi.
  6. Philip Kotler, Gary Armstrong, ‘Principles of Marketing’, Prentice-Hall of India.
  7. PatiDebashis, ‘Marketing Research’ Universities Press (India) Pvt. Ltd.,Hyderabad, 2002.
  8. Beri, G.C, ‘Marketing Research': Tata McGraw Hill Publishing Company, Ltd.,2000.
  9. Cooper Schindler, ‘Marketing Research, Concept & Cases’, Tata MaGraw-HillPublication.
  10. Paul Green, Donald Tull, Gerald Albaurn, ‘Research for Marketing Decisions’, PHI
  11. Donald S.Tull, Del I.Hawkins, ‘Marketing Research – Measurement & Methods’, PHI
  12. Aakar, Kumar, Day, ‘Marketing Research’, Wiley India (P) Ltd., New Delhi.
  13. Aaker, D. A, ‘Marketing Research': A Wiley / Hamilton Publications, New York.
  14. Leon Schiffman, Leslie Lazar Kanuk, ‘Consumer Behavior’, Prentice-hall of India, New Delhi.
  15. Louden, ‘Consumer Behaviour’, Tata McGraw-Hill Publishing Company Ltd., New Delhi.