Marketing Management

Marketing Management

UNIT -I

Introduction to Marketing: Nature, Scope, Core Concepts, Tasks of Marketing Management, and Corporate Orientation Towards Marketplace; Marketing Environment; Marketing Research and Information System; Developing Marketing Strategy and Plan; Ethical Issues in Marketing.

UNIT -II

Understanding Consumer and Business Markets: Consumer Buying Decision Process in Consumer and Business Markets; Building Customer Value, Satisfaction and Loyalty; Managing Customer Relations; Market Segmentation, Targeting and Positioning Approaches to Deal with Market Competition; Tools of Product Differentiation.

UNIT -III

Product and Pricing Decisions: Product Life Cycle, Product Mix and Product Line Decisions, New Product Development Process; Branding, Packaging and Labelling Decisions; Pricing Objectives, Determinants of Price, Pricing Methods and Strategies.

UNIT -IV

Promotion and Distribution Decisions: Promotion mix - Advertising and Sales Promotion; Public Relations; Personal Selling; Channels of Distribution: Functions of Intermediaries, Channel Design Decisions, Selecting Channel Members, Channel Management; Wholesaling and Retailing. Contemporary Marketing Trends and Issues: Globalisation, Consumerism, Green Marketing, Digital Marketing; Evaluation and Control of Marketing Effort; Reasons for and Benefits of Going International; Entry Strategies in International Marketing.