201: Marketing Management

MBA 1 C Prof. S. K. Sharma

Total Syllabus
1. PRODUCT 2. NEW PRODUCT DEVELOPMENT 3. PRICE. 4. PLACE 5. PROMOTION 6. Extended Ps of Marketing 7. Caselets Discussions

UNIT 1 & 2: PRODUCT - Syllabus

1.PRODUCT: Meaning, Goods & Services, Product Mix, Levels of Product, Product Life Cycle Managing the product in Product Life Cycle.
2. NEW PRODUCT DEVELOPMENT (NPD) Types of new products Test Marketing a new product Portfolio analysis, Branding - Definition, Purpose and Significance, Branding decisions Packaging & Labeling Purpose, Types and new trends in packaging

Reference Books
Chapter 8 & 9, Principles of Marketing, 14/e, Kotler & Armstrong (EBOOK provided) Chapter 12 & 13, Marketing Management, 14/e, Kotler & Kellar ((EBOOK provided) Also Read Chpater 9, 10 & 11 in Marketing Management, 14/e, Kotler & Kellar (EBOOK provided)