Marketing Management | MBA 2nd Sem | SUK

Marketing Management Book for MBA 2nd Semester SUK
₹170.00

Tax excluded

Quantity

Buy Latest Marketing Management Book for Mba 2nd Semester in English language specially designed for SUK (Shivaji University Kolhapur, Maharashtra) By Thakur publication.

ISBN- 978-93-5480-072-6

AUTHORS- Dr. Pravin Shamrao Jadhav, Dr. Santosh Bhagwant Wadkar

Syllabus

 

CC 201: Marketing Management

 

UNIT 1

 

 

a) Theory:

Basics of Marketing: Introduction, Nature & Scope of Marketing, the Core Concepts of Marketing, Marketing in 21st Century, Marketing Environment: Micro and Macro Marketing Environment, Marketing Planning and Marketing Planning Process, Differentiation Between Sales and Marketing. Introduction to Services Marketing.

10 Hours

 

 

 

b) Practical:

Identify Different Types of Services Available In Your Area / Locality and Describe Those Services and Submit a Report.

5 Hours

 

 

 

UNIT 2

 

 

a) Theory:

A) Market Segmentation-Meaning and Concept, Benefits of Segmentation, Bases for Market Segmentation Consumer Goods Market Segmentation; Industrial Goods Market Segmentation, Market Targeting- Selection of Segments, Product Positioning.

B) Consumer Behaviour-Meaning and Definition of Consumer Behaviour, Importance, Different Buying Roles, Consumer Buying Decision Process, Factors Influencing Consumer Behaviour.

10 Hours

 

 

 

b) Practical:

Select Any Product Along with its Competitor and Study Segmentation, Targeting, and Differentiation and Positioning. Submit a Report.

5 Hours

 

 

 

UNIT 3

 

 

a) Theory: 

Marketing Mix- Introduction, Meaning, Scope and Importance, 4P's to 4 C's .

A) Product Mix: Concept of Product, Product Characteristics, Intrinsic and Extrinsic, Product Life Cycle (PLC) Concept, Product Elimination, Product Diversification, New Product Development.

B) Branding and Packaging, Decisions – Concept of Branding and Packaging, Advantages and Disadvantages of Branding and Packaging, Features and Functions of Packaging.

C) Price Mix: Meaning, Elements, Importance of Price Mix, Factors Influencing Pricing, Pricing Methods and Recent Trends, Price Determination Policies.

10 Hours

 

 

 

b) Practical:

Online Exercise: Visit Any Website of FMCG Organisation, Study its Marketing Mix with Respect to Product or Price and Submit a Report.

5 Hours

 

 

 

UNIT 4

 

 

a) Theory:

A) Place Mix: Meaning and Concept of Channel of Distribution. Types of Channel of Distribution or Intermediaries, Factors Influencing Selection of Channels, Types of Distribution Strategies, Intensive, Selective and Extensive, Recent Changes in Terms of Logistics and Supply Chain Management.

B) Promotion Mix: Meaning, Elements of Promotion Mix, Advertising: Definition, Importance, Limitations, Types of Media, 5 M’s of Advertising. Distinction Between Advertising and Publicity.

10 Hours

 

 

 

b) Practical: 

a) In the Same Organisation Visited Online, Study its Marketing Mix with Respect to Place and Promotion and Submit a Presentation on Any One Mix (Place/Promotion) in the Class.

b) Select Any Organisation and Study its Supply Chain Management.

5 Hours

SUK2021/ MBA/ 2/01
100 Items
New product

6 other products in the same category: