Marketing Management

Syllabus

BA4207

Marketing Management

Unit I: Introduction                                                                                                                                   9

Defining Marketing − Core Concepts in Marketing – Evolution of Marketing − Marketing Planning Process − Scanning Business Environment: Internal and External − Value Chain − Core Competencies – PESTEL − SWOT Analysis − Marketing Interface with other Functional Areas – Production, Finance, Human Relations Management, Information System − Marketing in Global Environment – International Marketing − Rural Marketing − Prospects and Challenges.

Unit II: Marketing Strategy                                                                                                                      9

Marketing Strategy Formulations – Key Drivers of Marketing Strategies - Strategies for Industrial Marketing – Consumer Marketing − Services Marketing – Competition Analysis − Analysis of Consumer and Industrial Markets − Influence of Economic and Behavioral Factors − Strategic Marketing Mix Components.

Unit III: Marketing Mix Decisions                                                                                                           9

Product Planning and Development – Product Life Cycle – New Product Development and Management – Defining Market Segmentation – Targeting and Positioning − Brand Positioning and Differentiation – Channel Management – Managing Integrated Marketing Channels − Managing Retailing, Wholesaling and Logistics − Advertising and Sales Promotions – Pricing Objectives, Policies and Methods

Unit IV: Buyer Behaviour                                                                                                                         9

Understanding Industrial and Consumer Buyer Behavior − Influencing Factors – Buyer Behaviour Models – Online Buyer Behaviour − Building and Measuring Customer Satisfaction – Customer Relationships Management – Customer Acquisition, Retaining, Defection − Creating Long Term Loyalty Relationships.

Unit V: Marketing Research & Trends in Marketing                                                                              9

Marketing Information System – Marketing Research Process – Concepts and Applications: Product – Advertising – Promotion – Consumer Behaviour – Retail Research – Customer Driven Organisations - Cause Related Marketing − Ethics in Marketing – Online Marketing Trends - Social Media and Digital Marketing.