Introduction – approaches to the study of marketing – marketing management -philosophies of marketing management - the marketing task – goals of marketing systems.-Gathering information and Scanning the Marketing Environment Demographic Environment – Economic Environment – Ecological Environment – Technological environment – political environment – cultural environment
Creating customer value, satisfaction, loyalty - Consumer markets and buying behavior, buying population – buying decision – buying participants – buying influences – buying process. Analyzing business markets-Developing marketing strategies and plans
Market segmentation targeting and Positioning, Marketing Mix.-Dealing with competition -Product planning and policy – new product development – product life cycle – BCG Matrix – Product branding, brand positioning, Packaging and service-Designing and managing services.
Pricing – setting of price – initiating price changes – responding to price changes – discount structure. Marketing channel and physical distribution – channel design – Channel management – channels-modification – retailing – wholesaling
Designing and managing integrated marketing communications -Introduction to advertisement, sales promotion and public relations- publicity-personal selling- direct marketing and Electronic marketing tapping into global markets
Reference Book:
1. Kotler Philip, Keller K L, Koshy, Jha “Marketing Management”, 13th Edition, Prentice Hall of India, New Delhi, 2009 2. Michael J. Etzel, Bruce J.Walker and William J.Stanton, “Marketing”, McGraw-Hill, 2008 3. V.S.Ramaswamy, S. Namakumari, “Marketing Management”, 4th Edition, Macmillan 2009
Text Book:
1. Philip Kotler and Gary Armstrong, “Principles of Marketing”,12th Edition, Prentice Hall of India, 2008 2. Gupta C B, Rajan Nair N, “Marketing Management” Sultan Chand & sons 2009