Marketing Management

                                                                                             Syllabus

UNIT 1                                                                                                                                                                                              (6 hours)

Introduction: Nature and Scope of Marketing, Various Marketing Orientations, Need, Want, Demand, Elements of Marketing Mix, Customer Value and the Value Delivery Process. Understanding Consumer Behaviour: Buying Motives, Factors Influencing Buying Behaviour, Buying Habits, Stages in Consumer Buying Decision Process, Types of Consumer Buying Decisions.

UNIT 2                                                                                                                                                                                              (8 hours)

Market Segmentation, Targeting and Positioning: Meaning, Factors Influencing Segmentation, Market Aggregation, Basis for Segmentation, Segmentation of Consumer. Targeting: Meaning, Basis for Identifying Target Customers, Target Market Strategies. Positioning: Meaning, Product Differentiation Strategies, Tasks Involved in Positioning. Branding: Concept of Branding, Brand Types, Brand Equity, Branding Positioning.

UNIT 3                                                                                                                                                                                              (8 hours)

Product Decisions: Concept, Product Hierarchy, New Product Development, Diffusion Process, Product Life Cycle, Product Mix Strategies. Packaging / Labeling: Packaging as a Marketing Tool, Requirement of Good Packaging, Role of Labeling in Packaging. Pricing Decisions: Pricing Concepts for Establishing Value, Pricing Strategies-Value Based, Cost Based, Market Based, Competitor Based, New Product Pricing – Price Skimming & Penetration Pricing.

UNIT 4                                                                                                                                                                                              (8 hours)

Place Decision: Meaning, Purpose, Channel Alternatives, Factors Affecting Channel Choice, Channel Design and Channel Management Decisions, Channel Conflict, Retailing & Types of Retailers. Advertising: Advertising Objectives, Advertising Budget, Advertising Copy, AIDA Model, Public Relation: Meaning, Objectives, Types, and Functions of Public Relations. Sales Promotion: Sales Promotion Mix, Kinds of Promotion, Tools and Techniques of Sales Promotion, Push-pull Strategies of Promotion, Personal Selling: Concept, Features, Functions, Steps/Process involved in Personal Selling, Direct Marketing: Meaning, Features, Functions, Growth and Benefits of Direct Marketing, Different Forms.

UNIT 5                                                                                                                                                                                              (6 hours)

CRM: Meaning, Relationship Marketing Vs. Relationship Management, Types of Relationship Management, Significance of Customer Relationship Management. Global Marketing: Current Scenario, Global Marketing Environment, Entry Strategies, Global P’s of Marketing, Recent Trends and Innovation in Marketing – Green Marketing, Agile Marketing.