MARKETING MANAGEMENT

Semester: I
Sub Code: MSM T 105
Credits: 4
Hours/Wk: 4
Total Hrs: 60
Exam Marks: 50
IA Marks: 50
Exam Duration: 3 Hrs

Objective:
The objective of the course is to unable the students to appreciate the various issues and activities involved in marketing of products services, ideas and institutions through the effective management of all the functions of marketing.

Course content:

Unit 1:
Core concepts of marketing, marketing management philosophies, marketing management at different stages of economic development, relevance of marketing in developing economy.

Unit 2:
The marketing environment, marketing information system, consumer markets and buyer behavior, industrial markets and buyer behavior.

Unit 3:
Strategic marketing planning, elements of marketing mix. Market segmentation, alternative market targeting strategies.

Unit 4:
Product concepts, product positioning

Unit 5:
Branding and packaging decision, product life cycle, new product development.

Unit 6:
Commercial communication advertising sales promotion, personal selling and publicity.

Unit 7:
Physical distribution, meaning and utility of channels of distribution, types and functions of channel members, direct marketing ,the distribution environment in 21st century.

Unit 8:
Pricing; Objectives and methods, factors influencing pricing, marketing Audit, New Terms and concepts in Marketing. Action problems and case analysis is assigned to the students wherever suitable.

Unit 9:
Rural Marketing and Rural Markets, Developing marketing strategies to the requirements of rural markets

Suggested Readings
1. Gandhi J. C., Marketing, Tata Mc Graw hill.
2. Philip Kotler, Marketing Management, Prentice Hall.
3. Kotler, Jha & Koshy, Marketing Management – A South Asian Perspective, Pearson, 2007.
4. Rajen Saxena, Marketing Management, 3rd Edition, TMH
5. Ramaswamy and Namakumari, Marketing Management, McMillan
6. Awadesh Kumar Singh & Satyaprakash Pandey, Rural Marketing, New Age International Publishers, 2005