Marketing Management

Unit –I

Understanding Marketing and Consumers: Introduction to Marketing Management. Definition, Importance, Scope, Basic Marketing Concepts, Marketing Mix, Marketing vs Selling, Customer Value, Techniques and Relevance. Marketing Environment and Competition: Analysing Marketing Environment-Micro, Macro, Impact of Environment on Marketing. Corporate Strategic Planning: Defining Role of Marketing Strategies, Marketing Planning Process. Marketing Information System: Concept and Components. Consumer Behaviour: Consumer Buying Process, Factors Influencing Consumer Buying Behaviour,

Unit –II

Market Segmentation & Targeting: Product Differentiation, Positioning for Competitive Advantage, Product Decisions: Product Mix, Packaging and Labelling Decisions, Branding, Brand Value & Brand Equity. New Product Development, Consumer Adoption Process, Product Life Cycle and Marketing Mix Strategies. Services Marketing and 7Ps Framework. Pricing Decisions: Objectives, Factors Affecting Pricing Decisions, Pricing Methods, Price Changes, Pricing Strategies.

Unit –III

Delivering and Promoting Product: Supply Chain Decisions Nature, Types, Channel Design and Channel Management Decisions, Retailing, Wholesaling, Personal Selling: Personal Selling Process, Managing the Sales Force. Promotion Mix: Advertising, Sales Promotion, Public Relations. Emerging Trends in Marketing: Green Marketing, Event Marketing, Network Marketing, Social Marketing, Buzz Marketing/Viral Marketing, Customer Relationship Management (CRM), Global Marketing, Rural Marketing, E-Commerce: Marketing In The Digital Age.

Unit -IV

Bottom of Pyramid Marketing: Understanding Poverty and the Base of the Pyramid, Understanding the BoP Consumer: their Basic Needs Wants and Demands, Design-Develop-Distribute Approach Towards BoP. Consumption and Marketing Practices in BoP Contexts: Few Challenges-The Institutional Context of BoP Markets.-Conducting Marketing Research in BoP Markets-BoP Consumers and Producers-Producers and Entrepreneurs at the BoP. Concept of Informal Economy-Alternative Market Initiatives at BoP-Ethical Issues Associated with BoP.