MGT2002 Marketing Research and Marketing Management L T P J C
3 0 0 0 3
Pre-requisite NIL Syllabus version
1.0
Course Objectives:
1. Explore and understand the need of study of Marketing and Marketing Research
2. Apply the acquired skill into real world problems
3. Utilize marketing management tools for competitive advantage
Course Outcome:
1. Understand basic marketing concepts
2. Comprehend the dynamics of marketing and analyze how its various components
interact with each other in the real world
3. Leverage marketing concepts for effective decision making
4. Understand basic concepts and application of statistical tools in marketing research
Student Learning Outcomes (SLO): 2,5,9
Module:1 Marketing Concepts 8 hours
Marketing Concepts and Applications: Introduction to Marketing & Core Concepts, Marketing
of Services, Importance of marketing in service sector.
Marketing Planning & Environment: Elements of Marketing Mix, Analyzing needs & trends in
Environment - Macro, Economic, Political, Technical & Social
Understanding the consumer: Determinants of consumer behavior, Factors influencing
consumer behavior. Market Segmentation: Meaning & Concept, Basis of segmentation, selection
of segments, Market Segmentation strategies, Target Marketing, Product Positioning
Module:2 Product Decisions 6 hours
Product Management: Product Life cycle concept, New Product development & strategy, Stages
in New Product development, Product decision and strategies, Branding & packaging
Module:3 Price, Place and Promotion Decisions 6 hours
Pricing, Promotion and Distribution Strategy: Policies & Practices – Pricing Methods & Price
determination Policies. Marketing Communication – The promotion mix, Advertising &
Publicity, 5 M’s of Advertising Management. Marketing Channels, Retailing, Marketing
Communication, Advertising.
Module:4 Marketing Research 6 hours
Marketing Research: Introduction, Type of Market Research, Scope, Objectives & Limitations
Marketing Research Techniques, Survey Questionnaire design & drafting, Pricing Research,
Media Research, Qualitative Research.
Module:5 Marketing Research & Data Analysis 6 hours
Marketing Research & Data Analysis: Use of various statistical tools – Descriptive & Inference
Statistics, Statistical Hypothesis Testing, Multivariate Analysis - Discriminant Analysis, Cluster
Analysis, Segmenting and Positioning, Factor Analysis.
Module:6 Internet Marketing 6 hours
Internet Marketing: Introduction to Internet Marketing. Mapping fundamental concepts of
Marketing (7Ps, STP); Strategy and Planning for Internet Marketing.
Module:7 B2B Marketing 5 hours
Business to Business Marketing: Fundamental of business markets. Organizational buying
process. Business buyer needs. Market and sales potential. Product in business markets. Price in
business markets. Place in business markets. Promotion in business markets. Relationship,
networks and customer relationship management. Business to Business marketing strategy.
Module:8 Contemporary issues 2 hour
Proceedings of the 61st Meeting of the Academic Council [18.02.2021] 90
Total Lecture hours: 45 hours
Text Book(s)
1. Marketing Management (2019), Philip Kotler & Keller Kevin,4th edition, Pearson education
2. Marketing Management (2019), Deepak, R. Kanthiah Alias, and S. Jeyakumar, Educreation
Publishing
3. Marketing Management: A relationship approach (2019),Hollensen, S, Pearson Education.
4. Marketing research: An applied approach (2019), Malhotra, N. K., Nunan, D., & Birks, D.
F. ,Pearson Education Limited.
Reference Books
1. Marketing research: Text and cases (2020), Nargundkar, R,McGraw-Hill Education.
2. Marketing management: A cultural perspective (2020), Visconti, L. M., Peñaloza, L., &
Toulouse, N. (Eds.) Routledge.
Mode of Evaluation: CAT / Assignment / Quiz / FAT
Recommended by Board of Studies 29-01-2021
Approved by Academic Council No. 61 Date 18-02-2021
Proceedings of the 61st Meeting of the Academic Council [18.02.2021] 91
