NATIONAL INSTITUTE OF TECHNOLOGY - KARNATAKA SURATKAL

SCHOOL OF MANAGEMENT

Course code: HU 401 Credits: (3-0-0) 3

Course Title: Marketing Management (open elective)

Semester : VII Semester B. Tech Course pre-requisite: Nil

Course Instructor: Dr. K.S. Lakshmi

Course description: The purpose of the course is to make the student conversant with the modern
marketing management , marketing concepts and principles. The marketing aspect forms the basis for
success of organizations in the era of rapidly changing economy. It makes the students familiar with the
applications of the concepts learnt in the classes so that the skills required for the modern day marketing
are nurtured.

Course objectives:

1. To make the student familiar with the basic fundamental concepts and their applications in real
time situations in global context of marketing.
2. To make the student understand the environmental factors affecting marketing , the buyer
behavior for both consumer and organizational products
3. To sensitize the students on the segmentation, targeting positioning , planning the marketing
program and the various decisions involved
4. To familiarize the students with the latest concepts that are applied in marketing like
ecommerce, CRM etc.
5. To have an insight into the practical application marketing by way of case studies

Course content:

Unit I: Introduction to marketing, the process of marketing management, the marketing

environment

Unit II: Market segmentation, targeting and positioning, buyer behavior, organizational markets and
buyer behaviour

Unit III: planning marketing programs, product, pricing, distribution and promotion decisions

Unit IV: Marketing Information System and market research , product development and
reengineering

Unit V: E-commerce, CRM, BPO, Case studies

Course evaluation: students are evaluated based the continuous internal assessment, mid semester
and end semester examinations in the following pattern:
 NATIONAL INSTITUTE OF TECHNOLOGY - KARNATAKA SURATKAL

SCHOOL OF MANAGEMENT
1. Overall class participation, group exercises, seminars, assignment, quizzes 25%
2. Mid semester examinations (1.5 hours) 25%
3. End semester examination(3 hours) 50%

Reference books:

1. Philip Kotler : Marketing Management, Prentice Hall of India, 1984

2. D.J. Darlymple and L.J. Parsons : Marketing Management, John Wiley, 1982
3. R.W. Haans: Industrial Marketing Management, Petrocelli/Charter, 1976

Group activities:

Students would be grouped into teams of 5-6 in order to give seminar presentations on the concepts
and appropriate case studies. Major and minor projects are to be taken up by students and submit the
reports of the same in MS Word, with double space Times New Roman, font size 12.

Pedogogical tools:

Consists of lectures, case studies, group discussions, role plays and use of internet based and other
articles of journals pertaining to Marketing, Advertising and Brand Management.

Policy on academic honesty:

Weightage is given for original work and any unlawful act such as copying , plagiarism or any other form
of malpractice would be liable for punishment. Violation of the academic honesty would affect the
grades.

Attendance requirement:

Will be in strict accordance as per the curriculum