MARKETING MANAGEMENT

Syllabus

MBA (2T2)

Marketing Management

Module-1

Introduction: Concept, Nature, Scope and Importance of Marketing; Marketing Concept and its Evolution; Marketing Mix; Marketing Environment – Macro and Micro Components and their Impact on Marketing Decisions; Market Segmentation and Positioning.

Module-2

Product Decisions: Concept of a Product; Classification of Products; Levels of Product, Major Product Decisions; Product Line Strategies and Product Mix Strategies; Product Life Cycle – Strategic Implications; New Product Development and Consumer Adoption Process. Packaging and Labelling.

Module-3

Pricing Decisions: Pricing Objectives, Factors Affecting Price Determination; Pricing Policies Methods and Strategies, Initiating and Responding to Price Change.

Module-4

Distribution Channels and Physical Distribution Decisions: Nature, Functions, and Types of Distribution Channels; Distribution Channel Intermediaries; Channel Management Decisions; Retailing and Wholesaling.

Module-5

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.