Marketing Management

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Simmi Rani Prasad and Shakti Bajpai Awasthi

ISBN-9789351635680

MMS, Second Semester, University of Mumbai
Syllabus
 
MARKETING MANAGEMENT
 
Sr. No.
Content
Learning Outcomes
1
Introduction to Marketing Concept, Evolution of Marketing from Production to Sustainability & Customer Orientation.
Students will develop basic understanding of concepts in the marketing with respect to historical development of the subject.
2
Understanding the Basics: Concept of Need, Want and Demand, Concept of Product and Brand, Business Environment inIndia,DemandStates& Marketing Tasks, Company Orientation towards the Market Place.
Making students familiar with the Fundamental concepts and vocabulary or practices from business perspective in the Organisation.
3
Marketing Environment: Marketing Environment and Evaluation of Market Opportunities like Services, Rural & International.
Understanding of the Marketing environment to help students to compare various opportunities available in various sectors.
4
Market Research & Marketing Information Systems and Demand Forecasting and Market Potential Analysis.
To familiarise students with various concepts related to market research and its
utility.
5
Consumer Buying Process & Organisational Buying Behaviour.
Helping students to focus on Important issues related to success in consumer buying behavioural process vis a vis organisational buying behaviour process.
6
Pillars of Marketing - Market Segmentation, Target Marketing, Positioning & Differentiation.
Imparting knowledge of various important marketing concepts.
7
Marketing Mix and Product Decisions – Product Life Cycle, & Brand.
Various practices related to The important aspects of marketing in decision Making.
8
New Product Development Process.
Understanding mechanism of developing a new product related process.
9
Pricing Decisions.
To understand the pricing dynamics being practiced by the organisations in different Sectors.
10
Distribution Decisions – Logistics & Channel Decisions (Retail, Ecommerce, etc.)
Understanding of operational issues in order to support marketing process.
11
Promotion Decisions – Integrated Marketing Communications Concept: Advertising, Sales Promotions, Public Relations, Direct Marketing; Communication Tools.
To familiarise students with various concepts related to Communication Design
Process in effective marketing practices.
12
Personal Selling & Sales Management.
To understand the important aspects direct marketing in the Changing circumstance with the help of latest development.
13
Overview of Marketing Strategies: BCG, Ansoff, GE, Shell Model, Porter Generic Model, 5 Forces Model, PLC, 7s Model of Marketing, A Little Model, Value Chain Model.
To make students understand basics of various models and their application in their field of work.
14
Case Studies and Presentations.
 
 
UOM2017/MMS/2/04
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