MARKETING MANAGEMENT
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Objective: to
develop an understanding of the concepts, issues and strategies in marketing
and its
management.
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Unit
– I Importance and
Scope of Marketing: Concepts
of Marketing; Marketing Management Tasks; Marketing Environment; Marketing
and Customer Value -
Industrial Marketing,
Services Marketing, Global Marketing.
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Unit –II: Marketing Information System and Marketing Research; Consumer Behavior and Buying
Decision Process –
Organization Buyer Behavior
– Market Segmentation and Targeting.
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Unit
– III: Development of
Marketing Offerings Strategy –
New Product Development– Product
line and Decisions–Product-mix–Product Differentiation –
Product Life Cycle Management
- Brand Management - Packaging.
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Unit
– IV: Pricing
Strategies and Programs;
Setting the Price
– Adapting the
Price – Initiating Response to
Price Changes - Delivering Value: Designing
and Managing Value Networks – Channels of Distribution.
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Unit –
V : Communicating Value: Designing and Managing Marketing Communications –Advertising – Direct Marketing and Personal Selling – Sales Promotion – Events and Public Relations and
Public Relations : Competitive Marketing
Strategies- Emerging Trends
in Marketing: Networking Marketing-Viral Marketing-Ambush/Guerilla Marketing-GreenMarketing-Direct
Marketing etc.
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(Case Study is
compulsory in all Units)
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Suggested Books |
Kotler,Keller,Koshy
& Jha, Marketing Management, Pearson, New Delhi
William J
Stanton, Fundamentals of Marketing, McGraw-Hill, New Delhi.
Arun Kumar and
Meenakshi, Marketing Management, Vikas, New Delhi
Pride and
Ferrell, Marketing Management: Planning,Implementation & Control,
Cengage, ND
Rajan Sexena,
Marketing Management: Text cases in Indian Context.
Keith Blois -
Oxford Textbook of Marketing Oxford University Press.
Zinkota &
Kotabe : Maketing Management , Prentice Hall of India.
|
Joel R.Evans & Barry Berman : Marketing, Wiley India, New
Delhi.
Click here to get Marketing management Study material 2nd semester mba andhra unversity pdf |
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