Marketing Management

Syllabus

18MBA102: Marketing Management

Module-I

Definition and Functions of Marketing: Scope of Marketing, Marketing Concept, Selling versus Marketing, Concept of Marketing Myopia. 80:20 Principle, Introduction to the Concept of Marketing Mix, Bottom of the Pyramid Concept; Concept of Marketing Environment: Macro and Micro, Need for Analysing the Marketing Environment.

Module-II

Market Segmentation: Bases for Market Segmentation, Targeting, Positioning; Meaning and importance of Consumer Behaviour, Comparison between Organisational Buying Behaviour and Consumer Buying Behaviour, Buying Roles, Five Steps Buyer decision Process.

Contemporary Topics: Viral Marketing, Guerrilla Marketing, Societal and Social Marketing, Relationship Marketing, Green Marketing, Digital Marketing, Network Marketing (Concepts Only).

Module-III

Product: Classification of Consumer Products and Industrial Products, Product Mix, New Product Development Process: Idea Generation to Commercialisation. Product Life Cycle, Strategies across Stages of the PLC.  Packaging and Labeling, Basic Concept of Branding

Pricing Basics: Meaning, Importance of Pricing, Factors Influencing Pricing Decisions, Pricing Strategies and Approaches

Place: The Role of Marketing Channels- Channel Functions and Flows, Channel Levels. Channel Conflicts and Resolution (Overview Only).

Channel Options- Introduction to Wholesaling, Retailing, Franchising, Direct Marketing, E-Commerce Marketing Practices.

Promotion: The Role of Marketing Communications, Elements of Promotion Mix, IMC Approach (Overview).