Definition of Marketing - Scope - Core concepts - Evolution of Marketing - Marketing Environment - Marketing interface with other functional areas - Understanding the Marketing Plan. Sustainable Marketing: Ethics and Social Responsibility in Marketing.
Buyer behavior; Customer Value, Satisfaction & Loyalty, Influencing factors on Consumer Behavior - Buying situation - Buying decision process.
Marketing Mix elements - Segmenting the market - Target Market Selection - Market Positioning
Product Management: Features - Classification - Levels - Product Mix - Product planning and development - Product Life Cycle - Factors affecting pricing decisions, Methods of Pricing. Brand Equity.
The Role of Marketing Channels: Channel Functions & Flows, Channel Levels. Channel Options: Introduction to Wholesaling, Retailing, Franchising, Direct Marketing. Communication Mix Elements: Introduction to Advertising, Sales promotion, Personal Selling, Public Relations, Direct Selling. Recent Concepts in Marketing, Global Marketing Strategies
Reference Book:
Rajan Saxena, ‘Marketing Management’, 54th Edition, Tata McGraw Hill. Arun Kumar and N.Meenakshi, ‘Marketing Management’, 3rd Edition, Vikas Publishing.
Text Book:
V.S.Ramaswamy and S Namakumari, ‘Marketing Management’, 5th Edition, McGraw Hill Education. Philip Kotler and Kevin Lane Keller, ‘Marketing Management’, Pearson Education India.
