Marketing Management

Syllabus 

P5': Marketing Management 

UNIT I

Introductory Concept of Marketing, Difference between Marketing and Selling, Modern Marketing Concept, marketing Mix, Market Segmentation, Marketing Planning, Strategy and Approaches.

UNIT II

Consumer Behaviour: Concept of Consumer Behaviour, Buying Motives, Study of Consumer Behaviour and Motivational Research – its Types, Nature, Scope and Role. Method of Conducting Marketing Research, Sales Promotion and Advertising, Factors Influencing Consumer Behaviour.

UNIT III

Product Management: Nature and Scope of Product Policy Decisions, Product-Mix, Product-Line and Product-Life Cycle, Product Planning and Development, Product Diversification, Product Improvement. Branding and Trade Marks, Packaging. Product Pricing-Concept, Nature and Scope of Product Pricing Decisions; Price Policy Considerations, Objectives and Strategies of Pricing. 

UNIT IV

Distribution Management & Marketing Communication, Decisions Relating to Channels of Distribution Management of Physical Distribution, Sales Promotion, Sales Planning and Forecasting, Management of Sales Force, Analysis of Sales Performance and Marketing of Services, Functions of Distribution Channel, Factors Influencing Distribution Channel, Integrated Marketing Communication.