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B A
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- Veer Bahadur Singh Purvanchal University, Jaunpur
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- Mahatma Gandhi Kashi Vidyapith, Varanasi
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- B Tech
Marketing Management
Tax excluded
- Dr.(Prof.) V Pushpa Shetty
- Mr. Mohammad Jamal
ISBN - 978-93-89627-17-6
Syllabus
MARKETING MANAGEMENT
MODULE 1: INTRODUCTION TO MARKETING ENVIRONMENT
Fundamentals of Marketing, Evolution of Marketing – Different Orientations; The Need for Analysis of the Marketing Environment, Micro and Macro Factors Impacting Marketing, Situation Analysis and Market Opportunity Identification; Designing and Managing Services, New Trends in Marketing
MODULE 2: MARKETING MIX & STRATEGIES
Market Segmentation, Targeting and Positioning, Components of Marketing Mix for Products and Services; The Fundamentals of Product Management - Introducing New Products, Product Life Cycle - Concept and Relationship with Marketing Strategies. Marketing Channels, Distribution Strategy, Channel Management, Introduction to Pricing Strategies, Promotion: Integrated Marketing Communications, Advertising and Public Relations, Personal Selling, Sales Management.
MODULE 3: CONSUMER BEHAVIOUR AND SELECTING SEGMENTS
Understanding Consumer Behaviour in Indian and Global context: Factors Influencing Buyer Behaviour – Cultural, Social, Individual and Psychological Influences, Understanding Buyer Behaviour Models- Applications, Consumer Buying and Business Buying.
MODULE 4: SALES FORECASTING AND SALES MANAGEMENT
Sales Forecasting Methods - Analytical and Statistical Methods; Introduction to Marketing Information Systems and Marketing Audit Sales Management – Sales Process, Sales Management Strategies – Business to Consumer (B2C), Business to Business (B2B).
MODULE 5: CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Customer Relationship management (CRM) – CRM Cycle, Implementing a CRM System, Identify Customer Relationship, Understand Interactions of Current Customer Base, Capture Customer Data, Store and Integrate Customer Data, Identify the Best Customers – Data Mining and Customer Segmentation, Leverage Customer Information – Campaign Management, Cross-selling, Retaining Loyal Customers, Designing Targeted Marketing Communications, Reinforcing Customer Purchase Decisions, Improving Customer Service, Privacy Concerns and CRM
MODULE 6: DIGITAL MARKETING
Social Media – Social Media and Integrated Marketing Communications, Creating and Leveraging a Social Media Campaign, Evaluation and Measurement of Social Media, Social Behaviour of Consumers, Social Media Tools – Blogs, Microblogs, Social Networks, Media Sharing Sites, Social New Sites, Review Sites, Virtual Worlds and Online Gaming, Social Media and Mobile Marketing.