Marketing Management

                                                                                                                                                                          Syllabus

                                                     MARKETING MANAGEMENT (Course DSC - 203)

Unit - I: Management Information System                           (12 Hours)

Marketing Information System & Marketing Research - Concept & Components of a Marketing Information System – Marketing Research – Meaning & Scope – Marketing Research Procedure – Managements use of Marketing Research.

Unit - II: Digital and Green Marketing                                (10 Hours)

Digital Marketing: Meaning and Definition of Digital Marketing- Benefits of Digital Marketing to Sellers and Consumers- Digital vs. Real Marketing -Digital Marketing Channels -Problems of Digital Marketing in India.

Green Marketing: Meaning – Objectives, Importance – Fundamental Requirement – Problems of Green Marketing – Case Study on Implementation of Green Marketing.

Unit - III: Buying Behaviour                                               (14 Hours)

Consumer Market – Factors Affecting Consumer Buying Behavior Model of Consumer Behavior, Buyer Decision Process, Buyer Adoption Process, Types of Buying Decision Behavior. Industrial Market – Distinction From Consumer Market, Industrial Buying Process, Buying Situation, New Task, Modified Re-buy and Straight Re-buy, Buying Process.

Unit - IV: Customer Relationship Management                    (12 Hours)

Meaning, Types (Proactive, Operational, Collaborative & Analytical), Types of Customers (Apostles, Terrorists/Defectors, Mercenaries, Hostages)

Role of IMC in Marketing Process, IMC Planning Model, Marketing and Promotion Process.

Unit - V: Global Marketing, Rural Marketing                     (12 Hours)

Meaning, Marketing Environment (Demographic, Physical, Social & Cultural, Political, Economic and Economic Structure) Challenges in Rural Marketing – Affordability, Availability, Awareness and Acceptability. Rural Marketing Index (Thompson Rural Marketing Index), Global Marketing Environment, Characteristics, Entry Mode