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Marketing Management

Click below to Buy E-Book Edition:
Buy Latest Marketing Management Book for Mba 2nd Semester in English language specially designed for ( Anna University, Chennai ) By Thakur publication.
ISBN- 978-93-5480-470-0
Authors- Dr. G. Amutha, K. Muthukumar, A. Panimalar
Tax excluded
Click below to Buy E-Book Edition:
Buy Latest Marketing Management Book for Mba 2nd Semester in English language specially designed for ( Anna University, Chennai ) By Thakur publication.
ISBN- 978-93-5480-470-0
Authors- Dr. G. Amutha, K. Muthukumar, A. Panimalar
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.