To introduce students to the elements of marketing management: marketing environment analysis, customer analysis and competitor analysis, generic business strategies and strategic marketing decisions for profitable delivery of superior value to the customers.
Marketing Management : An Introduction
Conceptual framework, Nature and Scope of Marketing, Approaches to Marketing. Marketing-Mix, Developing Marketing Strategies and Plans
Digital Marketing: Concept, process, digital marketing & Traditional marketing and digital marketing strategies.
Consumer behavior
Consumer Behaviour concepts, factors influencing consumer behaviour, Buying Decision Process
Segmentation and Positioning Strategy
Levels and Bases of Market Segmentation, Selecting Market Segments and Targeting, Developing and Communicating Positioning Strategy, Marketing Strategies
Product Planning and Pricing Policies
Product Characteristics and Classifications, Concept of Product-Mix, Product-Line Decisions, Packaging and Labeling, New Product Development Process, Pricing Methods,Factors, Policies and Strategies, Product Life-Cycle
Marketing Communications and Distribution Channels
Introduction to Marketing Communications,Role of Marketing Channels, Channel-Design Decisions, Physical distribution types and functions
Marketing Research
Marketing Research Process, Importance and Application
Developing Competitive Marketing Strategy
Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Offensive and Defensive Strategies
• Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd 2010
• Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd. 2009
• Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press 2008
Links:
[1] https://managementb.iisuniv.ac.in/courses/subjects/marketing-management
[2] https://managementb.iisuniv.ac.in/academic-year/2018-2019