Marketing Management

Unit

Course Description

Sessions

I

Introduction: Concept and Scope of Marketing, Philosophies of Marketing Management, Elements of Marketing - Needs, Wants, Demands, Customer, Markets and Marketers; Marketing Vs. Selling, Marketing – Mix, The Modern Components of the Mix- The Additional 3Ps, Holistic Marketing Concept. Co-Creation and Customer Engagement concept.

3

II

Marketing Environment & Marketing Strategy: Marketing Environment: Internal and External, Factors Affecting Marketing Environment, Functions of Marketing Management, Strategic Marketing Planning, Managing and Controlling Marketing Program

3

III

Segmentation, Targeting and Positioning: The STP process, Concept of Market Segmentation, Benefits of Market Segmentation, Requisites of Effective Market Segmentation, Process of Market Segmentation, Bases for Segmenting Consumer Markets, Targeting strategies, Positioning Concept and Strategies.

3

IV

Consumer Buying Behavior: Introduction, Characteristics, Types of Buying Decision Behavior, Factors influencing Consumer Buying Behavior, Buying Decision Process, Buying Motives, Buyer Behavior Models

3

V

Product Management-Brand and Branding Strategy: Key Concepts, Levels of Products, Classification of Products, Product Hierarchy, Product Line Strategies, Product Mix Strategies, Packaging and Labeling, New Product Development Process, Product Life Cycle (PLC) – Stages and Strategies, Concept of a Brand, Brand Elements and Types

3

VI

Pricing and Channel Decisions : Pricing Objectives, Policies, Methods of Setting Price, Pricing Strategies, Distribution Channel Management, Member Channel Functions, Factors Affecting Channels of Distribution, Distribution Channels Design Strategy, Introduction to Logistics Management, Current Trends in Wholesaling and Retailing. B2B, B2C

3

VII

Integrated Marketing Communication: Role of Marketing Communications Mix, Marketing Communications Tools- Advertising, Sales Promotion, Personal Selling, Public Relations, Direct Marketing, Social Media Marketing, Marketing Communications Planning,

3

VIII

Evaluating Marketing Performance and Recent Trends in Marketing: Marketing Strategy Implementation and Tools of Measuring Marketing Performance- Annual Plan Control, Profitability Control, Efficiency Control and Strategic Control., Introduction to Importance of Data Analytics in Marketing Strategies, Customer Relationship Marketing, Digital Marketing, Sustainable Marketing, Rural Marketing. Introduction to Global Marketing, Incoterms and its Types