MARKETING MANAGEMENT & CONSUMER BEHAVIOUR

UNIT I (8 Sessions) Definition, Nature, Scope & Functions of Marketing Management; Relationship of Marketing Management with other areas of disciplines. Various types of Marketing. Marketing vs selling concept. Different approaches to Marketing Industrial Market & Consumer Market. Market Segmentation, Targeting and Positioning. UNIT II (7 Sessions) Marketing Mix: Meaning & Importance of Marketing Mix, 10 ps of Marketing Mix, New Product Development: Meaning, importance & process; Types of new product. Product Life Cycle: Meaning, Significance & Strategies. Packaging: Meaning, types & new trends in packaging. New emerging trends in modern marketing: Green Marketing, Online Marketing, Social Media Marketing, Rural Marketing. Designing Global Market Offerings. UNIT III (7 Sessions) Consumer Behaviour: Meaning & Need of Study of Consumer Behaviour. Consumer Decision Making Process. Different Models of Consumer Behaviour & their applicability-Economic modelPsychoanalytical model Sociological model- Howard Seth model-Nicosia model-Engel Blackwell model, UNIT IV (8 Sessions) Determinants of Consumer Behaviour- Internal Determinants: Consumer Perception, Consumer Motivation: theories & applications, Personality & Self-concept Learning, and Consumer Attitude Formation & Change. External Determinants: Lifestyles, Reference group, Culture & Sub-culture, Family, Social-Class and Values & Beliefs.

Suggested Readings:
Marketing Management - Philip Kotler Principles of Marketing 9th Edition - Philip Kotler and Gary Armstrong Schiffman, L G and Kanuk, L L Consumer Behaviour New Delhi, Prentice Hall of India, 1994 Consumer Behaviour Leon Schiffman, Leslie Lazar Kanuk Pearson / PHI, Conceptual Issues In Consumer Behaviour Indian Context S Ramesh Kumar Case Studies in Marketing Indian context - R.Srinivas