Marketing Management Notes
Subject Overview
Marketing Management covers the marketing mix and marketing environment analysis, consumer behaviour and segmentation, product/
Subject at a glance
4
Units
37
Topics
4
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- Definition
- importance
- scope and basic concepts of marketing
- marketing mix
- marketing vs selling
- customer value
- analyzing the micro and macro marketing environment
- corporate strategic planning and marketing planning process
- marketing information system
- 1
Situation analysis
SWOT, environment
- 2
Set marketing objectives
- 3
Segmentation, targeting, positioning
- 4
Marketing mix decisions
4Ps or 7Ps
- 5
Implementation
- 6
Control and evaluation
Study guide
This unit covers the definition, scope and concepts of marketing, the marketing mix, marketing versus selling, customer value, the micro and macro environment, strategic and marketing planning and the marketing information system. Be able to explain customer value with an example.
- Consumer buying process and influencing factors
- market segmentation and targeting
- product differentiation and positioning
- competitor analysis
- product mix/packaging/labelling/branding decisions
- brand equity
- new product development
- consumer adoption process
- product life cycle
- services marketing and the 7Ps
- 1Segment the market
Demographic, geographic, psychographic, behavioural
- 2Evaluate segments
Size, growth, fit
- 3Select target segments
- 4Position the brand
Clear place in customers' minds
- 5Design the marketing mix
Study guide
You study consumer buying behaviour, segmentation, targeting, differentiation and positioning, competitor analysis, product mix, packaging, labelling, branding, brand equity, new product development, the adoption process, product life cycle and services marketing with the 7Ps. Analyse a brand's positioning and brand equity.
- Pricing objectives
- factors affecting pricing
- pricing methods and strategies
- price changes
- supply chain decisions
- channel design and management
- retailing and wholesaling
- promotion mix (advertising, sales promotion, public relations, online marketing)
- personal selling process and sales force management
Cost-based
Cost-plus, mark-up, target return
Demand-based
Perceived value, price discrimination
Competition-based
Going rate, sealed bid
New product strategies
Skimming or penetration
Psychological
₹999 instead of ₹1,000
Study guide
You study pricing objectives, methods and strategies, supply chain and channel decisions, retailing, wholesaling, the promotion mix, personal selling and sales force management. Compare pricing strategies such as skimming and penetration.
- Green marketing
- event marketing
- network marketing
- social marketing
- buzz/viral marketing
- customer relationship management (CRM)
- global marketing
- rural marketing
- e-commerce and marketing in the digital age
Green marketing
Eco-friendly products and claims
Viral and buzz marketing
Word of mouth online
CRM
Long-term customer relationships
Rural marketing
Tapping rural India
Digital marketing
Search, social, email, e-commerce
Study guide
You study emerging trends: green, event, network, social, buzz and viral marketing, CRM, global and rural marketing and digital marketing. Find a current example of each trend.
Why Marketing Management Matters
Marketing is a leading specialisation, and understanding value, branding and digital trends helps in sales, brand, product and entrepreneurship roles.
How to Prepare for Marketing Management
- Analyse real campaigns using the marketing mix.
- Follow marketing news and brand case studies.
- Keep a notebook of examples for each emerging trend.
Marketing Management: Frequently Asked Questions
What is brand equity?
Brand equity is the added value a brand name gives a product, shown in customer loyalty, awareness and willingness to pay more.