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Marketing Management
₹140.00
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Simmi Rani Prasad and Shakti Bajpai Awasthi
ISBN-9789351635680
MMS, Second Semester, University of MumbaiSyllabus MARKETING MANAGEMENT
Sr. No. | Content | Learning Outcomes |
1 | Introduction to Marketing Concept, Evolution of Marketing from Production to Sustainability & Customer Orientation. | Students will develop basic understanding of concepts in the marketing with respect to historical development of the subject. |
2 | Understanding the Basics: Concept of Need, Want and Demand, Concept of Product and Brand, Business Environment inIndia,DemandStates& Marketing Tasks, Company Orientation towards the Market Place. | Making students familiar with the Fundamental concepts and vocabulary or practices from business perspective in the Organisation. |
3 | Marketing Environment: Marketing Environment and Evaluation of Market Opportunities like Services, Rural & International. | Understanding of the Marketing environment to help students to compare various opportunities available in various sectors. |
4 | Market Research & Marketing Information Systems and Demand Forecasting and Market Potential Analysis. | To familiarise students with various concepts related to market research and itsutility. |
5 | Consumer Buying Process & Organisational Buying Behaviour. | Helping students to focus on Important issues related to success in consumer buying behavioural process vis a vis organisational buying behaviour process. |
6 | Pillars of Marketing - Market Segmentation, Target Marketing, Positioning & Differentiation. | Imparting knowledge of various important marketing concepts. |
7 | Marketing Mix and Product Decisions – Product Life Cycle, & Brand. | Various practices related to The important aspects of marketing in decision Making. |
8 | New Product Development Process. | Understanding mechanism of developing a new product related process. |
9 | Pricing Decisions. | To understand the pricing dynamics being practiced by the organisations in different Sectors. |
10 | Distribution Decisions – Logistics & Channel Decisions (Retail, Ecommerce, etc.) | Understanding of operational issues in order to support marketing process. |
11 | Promotion Decisions – Integrated Marketing Communications Concept: Advertising, Sales Promotions, Public Relations, Direct Marketing; Communication Tools. | To familiarise students with various concepts related to Communication DesignProcess in effective marketing practices. |
12 | Personal Selling & Sales Management. | To understand the important aspects direct marketing in the Changing circumstance with the help of latest development. |
13 | Overview of Marketing Strategies: BCG, Ansoff, GE, Shell Model, Porter Generic Model, 5 Forces Model, PLC, 7s Model of Marketing, A Little Model, Value Chain Model. | To make students understand basics of various models and their application in their field of work. |
14 | Case Studies and Presentations. |
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UOM2017/MMS/2/04
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