Marketing Management

Syllabus

5T5.1: Marketing Management

Unit - I 

Introduction: Meaning and Concept of Marketing and Marketing Management. Traditional and Modern Concept of Marketing, Functions and Importance of Marketing Management, Market Segmentation: - Evaluation, Criteria’s, Advantages and Disadvantages of Market Segmentation, Types  

Unit-II

Market and Pricing Policies: Meaning, Concept and Characteristics of Consumer Market, Industrial Market and Service Market, their difference, Government and Reseller Market, Online Market: - Issues and Challenges Pricing Policies: Meaning, Types and Factors Governing them. 

Unit – III 

Product Planning and Distribution: Product Planning – New Product Development – Product Life Cycle – Branding and Packaging, Distribution Channels for Consumer Product, Industrial Product and Service Product, Function of Distribution of Channels, Factors Affecting Distribution of Channels.

Unit – IV

Consumer Behavior and Promotion: Consumer behavior: Meaning, concept and factors affecting consumer behavior, Customer Satisfaction, measurement of Customer Satisfaction, After Sales Services and its Role in modern business, Promotion: Techniques of Promotion, Personal Selling, Advertising, Direct Marketing. E-marketing