MARKETING MANAGEMENT BNU MBA First Sem

Syllabus

Course Code: MBA1.4

MARKETING MANAGEMENT

Module 1:  Fundamentals of Marketing 12 Hours

Introduction to Marketing, Importance of Marketing & Marketing Mix, Core Marketing Concepts, Marketing Orientation- Production, Selling, Product, Marketing & Societal Concept, Functions of Marketing Management, Marketing Strategies and plans, SWOT Analysis, Market Environment  Analysis - PESTEL Factors, Competitive Dynamics- Market Leader, Market Challenger & Market Followers, Marketing Control-Types & Process. Service Marketing & 7P’s of Service Marketing, Service vs Product Marketing.

Module 2: The Essence of STP Analysis And Branding 10 Hours

Market Segmentation, Targeting & Positioning: Concept of Market Segmentation, Importance and Criteria for Effective Segmentation, Bases for Segmenting Consumer Markets and Business Markets, Market Segmentation Strategies. Target Marketing, Positioning - Meaning, Product Differentiation Strategies, Tasks involved in Positioning, Branding - Concept of Branding, Branding Strategies, Brand Equity.

Module 3: Product and Pricing Strategy 10 Hours

Product Concept, Characteristics and Classifications of Products, Product Mix & Hierarchy, Product Line, New Product Development Strategy, Steps in New Product Development, Adopter Categories for New Products, Product Life Cycle Strategies, Nature and Characteristics of Services, Creating Competitive Advantage Through Differentiation - Product and Services, Significance of Pricing, Pricing Strategies: Pricing Environment, Steps in Price Setting, Methods of Pricing, Pricing Decision – Raising  and Lowering Prices.

Module 4: Advertising and Promotion Strategies 12 Hours

Role of Integrated marketing communications, Steps in designing effective communications, Communication mix, Managing Mass Communications like Advertising, Sales Promotion, Events and Experiences, public relations etc.; Managing Personal Communications like Direct Marketing, Interactive Marketing, Email, SMS, Social Media, Sales Force etc.

Module 5: Logistics and Supply Chain Management, Key Trend Driving the Future of Marketing

12 Hours

Marketing Channels-Channel Design and Management, Concepts of Logistics – Evolution – Nature and Importance – Components of Logistics Management- Supply Chain Management – Nature and Concepts – Value Chain- Functions – Supply Chain Effectiveness – Outsourcing – 3PLs and 4PLs – Artificial Intelligence in Marketing, Digital Marketing, Upcoming Trends -Social Media Marketing, Mobile Marketing, Influencer Marketing and Generational Marketing - Targeting Millennials, Cause Related, Ethically and Socially Responsible Marketing, Green Marketing, the Importance of Green Marketing, Neuro marketing, Pros and Cons of Neuro Marketing.