Marketing Management

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AUTHPORS : Tripti Singh Chowdhury, Mohd Farook Azam

ISBN :  978-93-88809-56-9 

According to the new syllabus of ‘Gujarat Technological University’
MBA, Semester – II
ADVANCE MARKETING MANAGEMENT (AMM)
 
Module
Contents
Sessions
Marks
I
Decision Support System and Marketing Research: Marketing decision support system, Role of marketing research, Steps in a marketing research, Effect of internet on marketing research, Scanner based research, Competitive intelligence.
Crafting Brand Positioning: Developing brand positioning, Choosing a competitive frame of reference, Establishing a brand positioning, Alternative approach to positioning, Positioning and branding for small business.
Creating Brand Equity: How dose brand work, Defining brand equity, Building brand equity, Measuring brand equity, Managing brand equity, Branding strategies.
09
14
II
Designing and Managing Services: Nature of services, New services realities, Achieving excellence in services, Managing service quality, Managing product-support services.
Addressing Competition and Driving Growth: Growth strategies, Competitive strategies for market leaders, Other competitive strategies, PLC marketing strategies.
Global Market Strategies: Competing on global basis, Deciding whether to go abroad, Market entry strategies, Global marketing program, Country of origin effects.
10
21
III
Retailing: Role , Classification of retail operations, Major types of retail operations, Non-store retailing, Franchising, Retail marketing strategies, New developments in retailing
Wholesaling and Private Labels: Trends in wholesaling, Role of private labels, Private labels success factors
Supply Chain Management: Supply chains and supply chain management, Supply chain integration, Process of supply chain management, Strategic supply chain decisions, Managing logistic component of supply chain, Supply chain performance measurement, Trends
Managing Mass Communications: Developing and managing advertising program, Events and experiences, Public relations.
Sales Promotions and Personal Selling: Sales Promotion, Tools for Consumer Sales Promotions, Tools for trade sales promotions, Personal selling, Relationship selling, Steps in selling process
07
14
IV
Developing Marketing Strategies and Plan: Corporate and division strategic planning, Business unit strategic planning.
The Nature and Content of Marketing Plan: Marketing plan criteria, Role of Research, Role of relationship, From marketing plan to action.
Trends and Developments in Marketplace: Social media marketing, Social media and integrated marketing, communications, Creating and leveraging social media campaign, Evaluation and measurement of social media, Social media tools, Social media and mobile technology.
Managing Holistic Marketing Organization for the Long Run: Socially responsible marketing, CSR, Socially responsible business models, Cause related marketing, Marketing implementation and control, Future of marketing
12
21
GTU/2020/MBA/02/03
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