Marketing Management KUK MBA SECOND SEM

Unit

Topics

Contact Hours

I

Marketing: Evolution and Importance. Modern Concept of Marketing. Holistic Marketing, Ethics in Marketing. Role of Information Technology in Marketing, Marketing Environment

15

II

Marketing Mix and STP (Segmentation, Targeting and Positioning), Marketing Research: Meaning, Scope and Techniques.

Consumer Behaviour: meaning and Importance, Buying Motives, Buying Process, Factors Influencing Consumer Behaviour.

15

III

Product and Brand Decisions: Concept, Classification, Product-Line Decisions, New Product Development Process, Product Life Cycle, Brand Names, Packaging and Labelling.

Pricing Concepts: Objectives, Policies and Procedures, Factors Affecting Pricing, Pricing Strategy and Product Life Cycle, Price Changes and Organizational Strategies, Product Line Pricing

15

IV

Integrated Marketing Communication: Promotion-Mix; Advertising, Sales Promotion, Public Relations, Personal Selling and Direct Marketing.

Channels of Distributions: Concept, Types and Factors Affecting Channel Selection. Recent Developments in Marketing.

15