JNTU Anantapur First Year MBA Syllabus 2009 |
Marketing Management |
UNIT – I : |
Introduction to Marketing : Needs, Wants, Demands, Products, Exchange, Transactions, Market, Marketing, Production Concept, Product Concept, Sales Concept, Marketing Concept, Societal Marketing Concept, Indian Marketing Environment. |
UNIT – II : |
Market Segmentation and Targeting : Identification of Market Segments – Consumer and Institutional/corporate Clientele – Segmenting Consumer Marketing, Segmentation Basis, Selecting Target Markets, Segmentation and Targeting as a basis for Strategy Formulation. Developing and Communicating a Positioning Strategy. |
UNIT – III : |
Product Management : Product Life Cycle, PLC as a tool for Marketing Strategy, Constituents of a Product, Core Product, Augmented Product, Differentiated Products, Potential Product, Product Line, Product Mix, Product-line decisions, Brand decisions, |
UNIT – IV : |
New Product : Classification of new products, New product development, Idea Generation, Idea screening, concept testing, business analysis, market testing, commercialization.
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UNIT – V : |
Pricing Strategy : Objectives of pricing, methods of pricing, selecting the final price, adopting price, initiating the price cuts, imitating price increases, responding to Competitor's price changes. |
UNIT – VI : |
Sales and Distribution Management : Advertising and Sales promotion – Channel function and flows, channel levels, channel management decisions, types of retailers, trends in retailing, the growth and trends in wholesaling. Sales force and sales agency – Advantages and disadvantages. |
UNIT – VII: |
Marketing Communication : Communicating Value – Role of Marketing Communication – Developing Effective Communication – Marketing Communication Mix – Managing the Integrated Marketing Communications process – Managing Mass Communication.
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UNIT – VIII : |
Direct Marketing : Word of mouth - Public relations and Direct Marketing. Sales force Objectives, Sales force structure and size, Sales force Compensation. Socially Responsible Marketing – Internal Marketing - Rural Marketing. |
REFERENCES |
- Marketing Management, Phillip Kotler, 11/e, Pearson, 2007
- Marketing Management, Rajan Saxena, TMH, 2008.
- Marketing – The Core, Kerin, Hartley and Rudelius, McGraw Hill, Irwin, 2007.
- Case Studies in Marketing, The Indian Context, Srinivasan,PHI, 2009
- Marketing, Lamb, Hair and McDaniel, 7/e, Thomson Publishers, 2006.
- Marketing Management, V.S. Ramaswamy and S. Namakumari, 3/e McMillan, 2003.
- Marketing – concepts and Cases, Etzel, Walker, Stanton, Pandit, TMH, 2008
- Introduction to Marketing theory and practice, Adrian Palmer , Oxford University Press 2007
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