Marketing Management

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Prof. Rajendra B. Kadannavar and Nawazkhan M. Soudagar
BBA Rani Channamma University, Fourth Semester
Syllabus
Code 405: Marketing Management
 
                                                                                             Work load: 4 hrs per week
Internal Marks: 20                                                    Semester end Exam marks: 80
 
Module 1: Buying Behaviour:                                                                          (14 Hrs)
Consumer Market – Factors Affecting Consumer Buying Behaviour Model of Consumer Behaviour, Buyer Decision Process, Buyer Adoption Process, Types of Buying Decision Behaviour.
 
Industrial Market – Distinction From Consumer Market, Industrial Buying Process, Buying Situation, New Task, Modified Re-buy and Straight Re-buy, Buying Process, Industrial Buying Behaviour, Institutional and Government Markets.
 
Module 2: Customer Relationship Management                                          (12 Hrs)
Meaning, Types (Proactive, Operational, Collaborative & Analytical), Types of customers (Apostles, Terrorists/Defectors, Mercenaries, Hostages).
  
Customer contact center Technology – IVR, Speech Recognition, Computer telephony. Integration, Customer Complaint Management, Front Desk Management (Electronic Queue Management, Payment Technology & Customer Self service Portals).
 
Difference between CRM and Relationship Marketing, Principles of managing Customer Relationships.
 
Module 3:Integrated Marketing Concepts:                                                   (15 Hrs)
Role of IMC in marketing process, IMC planning model, Marketing and promotion process.
 
Communication process, steps involved in developing IMC programme, Effectiveness of marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix.
 
Module 4:Rural Marketing                                                                              (12 Hrs)
Meaning, Marketing Environment (Demographic, Physical, Social & Cultural, Political, Economic and Economic Structure)
 
Challenges in Rural Marketing – Affordability, Availability, Awareness and Acceptability. Rural Marketing Index (Thompson Rural Marketing Index), Government Initiatives in Rural Marketing.
 
Module 5:Global Marketing:                                                                              (7 Hrs)
Meaning, Factors, market entry decisions, global marketing program, Grey Market-concept.
RCU2017/BBA/4/04
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