BA923-Marketing Management |
UNIT I INTRODUCTION |
Marketing Definitions - Conceptual frame work Marketing environment : Internal and
External - Marketing interface with other functional areas Production, Finance, Human
Relations Management, Information System. Marketing in global environment Prospects and
Challenges. |
UNIT II MARKETING STRATEGY |
Marketing strategy formulations Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing Consumer Marketing Services marketing Competitor analysis - Analysis of
consumer and industrial markets Strategic Marketing Mix components. |
UNIT III MARKETING MIX DECISIONS |
Product planning and development Product life cycle New product Development and
Management Market Segmentation Targeting and Positioning Channel Management
Advertising and sales promotions Pricing Objectives, Policies and methods. |
UNIT IV BUYER BEHAVIOUR |
Understanding industrial and individual buyer behavior - Influencing factors Buyer Behaviour
Models Online buyer behaviour - Building and measuring customer satisfaction Customer
relationships management Customer acquisition, Retaining, Defection. |
UNIT V MARKETING RESEARCH & TRENDS IN MARKETING |
Marketing Information System Research Process Concepts and applications : Product
Advertising Promotion Consumer Behaviour Retail research Customer driven
organizations - Cause related marketing - Ethics in marketing Online marketing trends. |
Text Books |
1. Philip Kotler and Kevin Lane, Marketing Management, PHI Learning / Pearson
Education 13th Edition, 2008
2. Paul Baisen et al, Marketing, Oxford University Press, 2008. |
Reference Books |
1. Micheal R.Czinkota & Masaaki Kotabe, Marketing Management, Vikas Thomson
Learning, 2000.
2. Duglas,J.Darymple, Marketing Management, John Wiley & Sons, 2008.
3. NAG, Marketing successfully- A Professional Perspective, Macmillan 2008.
4. Boyd Walker, Marketing Management, McGraw Hill, 2002.
5. Dalvymple, Marketing Management, Wiley India Pvt Ltd, 2008.
6. Keith Flether, Marketing Management and Information Technology, Prentice Hall,
1998. |