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MARKETING MANAGEMENT
How to study this subject
Present to the students an insight into the basic concepts of marketing, Impart an grasp on the
crucial topics like market segmentation, buyer behaviour, elements of marketing and marketing
strategy and to develop in them application skills towards managerial decision-making based on
theoretical knowledge.
MODULE 1: AN INTRODUCTION TO MARKETING AND ITS BASIC CONCEPTS
Meaning and Scope of Marketing, Fundamental Marketing Concepts, Company orientations
towards the Marketplace, Marketing and customer value, Strategic Planning, Marketing
plan, Marketing in the Indian Economy, implications
MODULE 2: MARKETING TRENDS
Scanning the environment, marketing intelligence and information system, Market research
system, demand measurement and forecasting, data warehousing, data mining, changing
consumption pattern of global consumer and Indian consumer.
MODULE 3: CUSTOMER CONCERNS
Building and maximizing customer value, satisfaction and loyalty, constructing a customer
database, analyzing consumer markets and key psychological processes, the Buyer
decision process and theories of consumer decision-making, measuring customer
satisfaction, customer relationship management customer profitability, customer equity,
customer life time value, value chain
MODULE 4: STP AND THE MARKETING MIX
Identifying Market Segments and Targets, Brand Positioning, Creating brand equity and
Brand Strategy, Product and product mix decisions, management of product lines; Product
Life-Cycle marketing strategies, Pricing strategies and programs, Managing Marketing
channels, Competitors, Marketing Communication, advertising and sales promotion, Events
and Public Relations.
MODULE 5: NEW TRENDS
Direct Marketing, Online marketing Challenges, Network marketing, Implications of Global
marketing, (country-of origin effects, marketing Organization), Corporate social responsibility
in Marketing, Environmental concerns, internal marketing, outsourcing, benchmarking,
supplier partnering, merging, flattening, focusing, accelerating, empowering & customer
engagement
MODULE 6: RURAL MARKETING
Rural market environment, Problems of Rural Marketing, Scope, Rural Marketing Strategies,
e-choupals.
BOOKS RECOMMENDED
1. Kotler & Koshy, Marketing Management – A South Asian Perspective, Pearson, 2007.
2. Rajen Saxena, Marketing Management, 3rd Edition, TMH
3. S Jayendran, Marketing Management, EB
4. Adrian Palmer, Introduction to Marketing, Oxford
5. Joel R Evan and Barry Bervan, Marketing, Biztantra
6. Czinkota and Kotabe, Marketing Management, Thomson
7. Ramaswamy and Namakumari, Marketing Management, McMillan
8. S.A. Sherlekar, Marketing Management, HPH
crucial topics like market segmentation, buyer behaviour, elements of marketing and marketing
strategy and to develop in them application skills towards managerial decision-making based on
theoretical knowledge.
MODULE 1: AN INTRODUCTION TO MARKETING AND ITS BASIC CONCEPTS
Meaning and Scope of Marketing, Fundamental Marketing Concepts, Company orientations
towards the Marketplace, Marketing and customer value, Strategic Planning, Marketing
plan, Marketing in the Indian Economy, implications
MODULE 2: MARKETING TRENDS
Scanning the environment, marketing intelligence and information system, Market research
system, demand measurement and forecasting, data warehousing, data mining, changing
consumption pattern of global consumer and Indian consumer.
MODULE 3: CUSTOMER CONCERNS
Building and maximizing customer value, satisfaction and loyalty, constructing a customer
database, analyzing consumer markets and key psychological processes, the Buyer
decision process and theories of consumer decision-making, measuring customer
satisfaction, customer relationship management customer profitability, customer equity,
customer life time value, value chain
MODULE 4: STP AND THE MARKETING MIX
Identifying Market Segments and Targets, Brand Positioning, Creating brand equity and
Brand Strategy, Product and product mix decisions, management of product lines; Product
Life-Cycle marketing strategies, Pricing strategies and programs, Managing Marketing
channels, Competitors, Marketing Communication, advertising and sales promotion, Events
and Public Relations.
MODULE 5: NEW TRENDS
Direct Marketing, Online marketing Challenges, Network marketing, Implications of Global
marketing, (country-of origin effects, marketing Organization), Corporate social responsibility
in Marketing, Environmental concerns, internal marketing, outsourcing, benchmarking,
supplier partnering, merging, flattening, focusing, accelerating, empowering & customer
engagement
MODULE 6: RURAL MARKETING
Rural market environment, Problems of Rural Marketing, Scope, Rural Marketing Strategies,
e-choupals.
BOOKS RECOMMENDED
1. Kotler & Koshy, Marketing Management – A South Asian Perspective, Pearson, 2007.
2. Rajen Saxena, Marketing Management, 3rd Edition, TMH
3. S Jayendran, Marketing Management, EB
4. Adrian Palmer, Introduction to Marketing, Oxford
5. Joel R Evan and Barry Bervan, Marketing, Biztantra
6. Czinkota and Kotabe, Marketing Management, Thomson
7. Ramaswamy and Namakumari, Marketing Management, McMillan
8. S.A. Sherlekar, Marketing Management, HPH
Official Notes
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