MARKETING MANAGEMENT

Syllabus

Marketing Management

Subject Code/Paper Code: UG0201

Unit-I: Introduction to Marketing and Marketing Management, Marketing Concepts. Consumer and Buying Behaviour. Market Segmentation, Targeting and Positioning.

Unit-II: Product Decisions - Concept of a Product, Classification of Products, Product Mix Decisions- Product Line and Product Mix, Brand. New Product Development- Steps, Product Life Cycle- Stages and Strategies.

Unit-III: Marketing Environment- Macro and Micro Components and their Impact on Marketing Decisions; Marketing Mix –Price, Place, Promotion and Physical Distribution. Price Decisions - Pricing Objectives, Factors Affecting Price Determination, Pricing Policies and Constraints, Different Pricing Method – New Product Pricing, Product Mix Pricing Strategies and Price Adjustment Strategy.

Unit-IV: Distribution Channels and Physical Distribution Decisions: Nature, Functions, and Types of Distribution Channels; Distribution Channel Intermediaries; Channel Management Decisions; Retailing and Wholesaling. Promotion Decisions: Communication Process; Promotion Mix – Advertising, Personal Selling, Sales Promotion, Publicity and Public Relations; Determining Advertising Budget; Copy Designing and Testing; Media Selection; Advertising Effectiveness; Sales Promotion – Tools and Techniques.