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. Case Study: "The New Beetle" by Volkswagen
Buyer Behavior; Customer Value, Satisfaction & Loyalty, Influencing Factors on Consumer Behavior - Buying Situation - Buying Decision Process. Case Study: "Zara: Fast Fashion"
Marketing Mix Elements - Segmenting the Market - Target Market Selection - Market Positioning Case Study: "Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste"
Product Management: Features - Classification - Levels - Product Mix - Product Planning and Development - Product Life Cycle - Factors Affecting Pricing Decisions, Methods of Pricing. Brand Equity. Case Study: "Virgin Mobile USA: Pricing for the Very First Time"
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 Case Study: "Coca-Cola's Integrated Marketing Communications"
Reference Book:
Rajan Saxena (2018), ‘Marketing Management’, 54th Edition, Tata McGraw Hill. Arun Kumar and N.Meenakshi (2020), ‘Marketing Management’, 3rd Edition, Vikas Publishing. Dr. Amit Kumar (2019), ‘Marketing Management’, 4th edition, Sahitya Bhawan Publication Louis W Stern, Adel I El Ansary, and Anne T Coughlan. (2021), Marketing Channel, New Delhi: Prentice Hall ofIndia Naresh K Malhotra and Satyabhusan Dash (2018), Marketing Research - An Applied Orientation,New Delhi: Pearson
Text Book:
V.S.Ramaswamy and S Namakumari (2019), ‘Marketing Management’, 5th Edition, McGraw Hill Education. Philip Kotler and Kevin Lane Keller (2018), ‘Marketing Management’, Pearson Education India.
