Marketing Management

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.