PTMG9073

MARKETING MANAGEMENT L T 3 0 P 0 C 3

AIM: This will enable a student to take up marketing as a professional career. OBJECTIVE: 1. To study marketing management deals with newer concepts of marketing concepts. 2. To develop marketing concepts, segmentation, pricing, advertisement and strategic formulation. UNIT I CONCEPTS IN MARKETING 9 Definition, Marketing Process, Dynamics, Needs, Wants and Demands, Marketing Concepts, Environment, Marketing Mix, Selling vs Marketing, Consumer Goods, Industrial Goods, Product UNIT II BUYING BEHAVIOUR AND MARKET SEGMENTATION 9 Cultural, Demographic factors, Motives, Buying Decisions, Segmentation factors, Demographic, Psycho graphic and Geographic Segmentation UNIT III PRODUCT PRICING AND MARKETING RESEARCH 9 Product planning and Development, Product life cycle, Pricing objectives, Methods, Marketing research process and Introduction. UNIT IV MARKETING PLANNING AND STRATEGY FORMULATION 9 Components of a Marketing Plan, Strategy Formulation and the Marketing Process, Implementation, Portfolio Analysis, BCG, GEC Grids. UNIT V ADVERTISING, SALES PROMOTION & DISTRIBUTION 9 Characteristics, Impact, Goals, Types, Sales Promotion Point of purchase, Unique Selling Propositions, Characteristics, Wholesaling, Retailing, Channel Design, Logistics, Modern Trends in Retailing, Web based marketing Total : 45 TEXT BOOKS: 1. Govindarajan. M, Marketing management concepts, cases, challenges and trends, Prentice hall of India, second edition 2007. 2. Philip Kolter & Keller, Marketing Management, Prentice Hall of India, XII edition, 2006. REFERENCES: 1. Donald S. Tull and Hawkins, Marketing Reasearch, Prentice Hall of Inida-1997. 2. Philip Kotler and Gary Armstrong Principles of Marketing Prentice Hall of India, XII Edn, 2000. 3. Ramasamy and Nama kumari, Marketing Environment: Planning, implementation and control the Indian context, 1990. 4. Czinkota&Kotabe, Marketing management, Thomson learning, Indian edition 2007 5. Adrain palmer, Introduction to marketing theory and practice, Oxford university press IE 2004. 6. Steven J.Skinner, Marketing, All India Publishers and Distributes Ltd. 1998. 77