Marketing Management

Syllabus

MANB-412: MARKETING MANAGEMENT

Unit-1

Nature and Scope of Marketing, Corporate Orientations Towards the Marketplace. The Marketing Environment and Environment Scanning, Integrating Marketing with Other Functions, Marketing Information System and Marketing Research,

Unit-2

Understanding Consumer and Industrial Markets, Market Segmentation, Targeting and Positioning; Product Decisions-Product Mix, Product Life Cycle, New Product Development, Branding and Packaging Decisions,

Unit-3

Pricing Methods and Strategies, Promotion Decisions-Promotion Mix, Advertising, Sales Promotion, Publicity and Personal Selling;

Unit-4

Channel Management-Selection Co-operation and Conflict Management, Vertical Marketing Implementation and Systems, Organising and Implementing Marketing in the Organisation; Evaluation and Control of Marketing Efforts;

Unit-5

New Issues in Marketing-Globalisation Consumerism, Green Marketing, Internet Marketing, Rural Marketing – Rural Marketing Environment & Strategy. Customer Relationship Management – Components of CRM, Measuring Customer Satisfaction, Marketing of Services – Growth of Services in India, Social Networking, Bluetooth Marketing and Retailing – Nature & Scope.