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MARKETING MANAGEMENT
Tax excluded
Buy Latest Marketing Management Book for Mba 2nd Semester in English language specially designed for RTMNU (Rashtrasant Tukadoji Maharaj Nagpur University, Maharashtra) By Thakur publication.
Dr. Ajit Arvind Shringarpure,
Prof.Devendra J. Bisen
9789389863437
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.