Marketing Management- JNTU Kakinada First Year MBA Syllabus 2009 |
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. Role and functions of marketing department. |
UNIT-II |
Market Research: Concepts in Demand, Market research – Forecasting and Measurement – Market data analysis. |
UNIT – III |
Functions of Marketing: Market Segmentation and Targeting – Positing functional strategies – Identification of Market segments - marketing strategies. |
UNIT – IV |
Product Management: Product Life Cycle, Product mix and line – Branding and classification. New Product Development - Market Testing, Commercialization. |
UNIT – V |
Pricing Strategy: Objectives, Methods and processes of pricing, Factors influencing the pricing. Adopting price, initiating the price cuts, imitating price increases, Responding to Competitor’s price changes. |
UNIT – VI |
Distribution Management and Sales Promotion: Sales Techniques for Consumer/Industrial clientele-Channel Function and Flows, Channel Levels, Channel Management Decisions - The growth and trends in Wholesaling - Sales force Management – Promotional mix – communication strategies. |
UNIT – VII |
Retail Management: Nature and Significance - concepts – types – retail store management and merchandising – challenges and strategies. |
UNIT – VIII |
Case Study: Compulsory. Relevant cases have to be discussed in each unit. |
REFERENCES |
1. Phillip Kotler: “Marketing Management”, 11/e, Pearson Publishers, New Delhi, 2003
2. Boone and Kurtz: “Principles of Marketing “, Cengage Learning, New Delhi.
3. Rajan Saxena: “Marketing Management, 2/e, Tata McGraw Hill, New Delhi, 2008.
4. Tapan K Panda: “Marketing Management Text and Cases”, Excel Books, New Delhi.
5. VS Ramaswamy, S.Namakumari:, “Marketing Management”, 3/e, Macmillan, New Delhi, 2003
6. Karunakaran: “Marketing Management”, Himalaya Publishing House, Mumbai.
7. M.Govindarajan: “Marketing Management, Concepts, Cases, Challenges and Trends”, PHI Private Limited, New Delhi, 2007.
8. T.N.Chhabra, SK.Grover: “Marketing Management”, Dhanpat Rai and Co., New Delhi,2009.
9. paul Baines, Chris Fill, Kelly Page: “Marketing”, Oxford University Press, New Delhi, 2009.
10. Arun Kumar, Meenakshi N: “Marketing Management”, Vikas Publishing House Private Ltd., 2008.
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