Marketing Management ( विपणन प्रबंधन )

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Authors : English - Dr. Sumit Kishore Mathur , Dr. Milind Limaye 

             Hindi   -  Dr. Satendra Thakur , Dr.N.M. Chauhan 

ISBN : 978-93-5480-398-7 

Syllabus

 

Marketing Management

 

Course Code- M2-BBAB2T

 

Unit

Topics

Number of Lectures

1

Nature and scope of marketing, Selling versus Marketing, basic concepts and approaches, Marketing management philosophies, Concept of Holistic Marketing. Market segmentation, Marketing Mix, Marketing Environment, Marketing System.   

18

2

Product Strategy: Product Classification and product mix, branding and packaging decision, Integrated Marketing Communication.

Promotion Mix: Advertising, publicity, Selling, Sales Promotion and Public Relations.

18

3

Pricing decision, methods of setting prices, pricing strategies, product promotion Rural marketing. Steps for taking lead in Start-ups. Modern Marketing, future marketing. 

18

4

Service Marketing: Introduction, Growth of service sector, Concept, Characteristics, Classification of service designing, Developing Human Resources. Marketing of Services with special reference to:

1)       Financial services,

2)       Health services

3)       Hospitality services including travel, hotels, and tourism

4)       Professional services

5)       Public unity service

6)       Educational services.  

18

5

Channel of distribution, Logistics supply chain management, Factors affecting choice of channel, Types of intermediaries and their roles. Types of Retailing – Retail Management, Internet marketing, Non-profit Marketing.

18

 

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Course Code- M2-BBAB2T

 

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MP State HED2022/BBA (Bilingual ) / 2/05
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