UNIT-I INTRODUCTION 9 Definition of Marketing - Scope - Core concepts – Evolution of Marketing – Marketing Environment – Marketing interface with other functional areas – Ethics and Social Responsibility in Marketing.
UNIT-II CONSUMER BEHAVIOR 9 Buyer behavior; Customer Value, Satisfaction & Loyalty, Influencing factors on Consumer Behavior – Buying situation – Buying decision process.
UNIT-III STP AND MARKETING MIX 9 Marketing Mix – Segmentation – Targeting – Positioning.
UNIT-IV PRODUCT MANAGEMENT & PRICING 9 Product Management: Features – Classification – Levels - Product Mix - Product planning and development - Product Life Cycle - Factors affecting pricing decisions, Methods of Pricing. Brand Equity.
UNIT-V MARKETING CHANNELS & COMMUNICATION MIX 9 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.
Reference Book:
REFERENCES 1. MichealR.Czinkota& Masaaki Kotabe, ‘Marketing Management’, Vikas Thomson Learning, 2000. (Units - I,II,III,IV&V) 2. RajanSaxena, ‘Marketing Management’, 54th Edition, Tata McGraw Hill, 2015. (Unit I,II,III,IV&V) 3. Tapan K. Panda, ‘Marketing Management’: Text and Cases Indian Context, Excel Books. 2009 (Unit I,II,III,IV&V) 4. Sherlekar S.A, ‘Marketing Management – Concepts and Cases’, 14th Edition, Himalaya Publications House, 2017. (Unit I,II,III,IV&V) 5. Arun Kumar and N.Meenakshi, ‘Marketing Management’, 3rd Edition, Vikas Publishing, 2016.
Text Book:
1. V.S.Ramaswamy and S Namakumari, ‘Marketing Management’, 5th Edition, McGraw Hill Education, 2013. (UnitI,II,III,IV&V) 2. Philip Kotler and Kevin Lane Keller, ‘Marketing Management’, Pearson Education India, 2016. (Unit I,II,III,IV&V).
