Marketing Management ( विपणन प्रबंधन )

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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2

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18

4

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