Marketing Management – II

Program : MBA Course Code : SL MM 502 Semester : II Sessions : 22 Class of : 2010 Credit :2

Objective To familiarize students with the other elements of marketing mix. Introduce marketing tools and frameworks to address problems of Practice in marketing with emphasis on competition and strategic considerations To familiarize students on Rural markets, Global marketing and emerging trends in marketing
REFERENCE BOOKS Marketing Management Marketing Management: Analysis, Planning, Implementation and Control, 11e, (Millennium Edition) Marketing Management Planning, Implementation and Control: The Indian Context Basics of Marketing Marketing, 2e Managing and Brand Equity AUTHOR / PUBLICATION ICMR Philip Kotler -Prentice-Hall, India

V S Ramaswamy and S Namakumari -MacMilan India Limited - 1990 Etzel, M., Walker, B., Stanton, W Publisher: McGraw -Hill Warren J Keegan, Sandra E Moriarty and Thomas R Duncan Prentice-Hall David A. Aaker – The Free Press

B G R S C C Detailed Syllabus Promotion Decisions: Concept of Communication and Promotion -mix Communication Process -C R Audience - Objective S -Designing the Measures -The Promotion Budget - The Promotion-mix -Evaluating the PromotionC Advertising Decisions -Publicity and Sales Promotion -Objectives -Tools Program - Pre-testingC -Implementing Evaluating - Principles of Personnel Selling. 1 2 Pricing Decisions: Internal and External Factors Affecting Pricing Decisions -Pricing Objectives3 -Pricing Approaches - Cost-based Pricing - Buyer-based Pricing - Competition-based Pricing -4 5 New Product Pricing Strategies Product -mix Pricing Strategies -Price Adjustment Strategies -6 Price Changes. 7 Direct and Online Marketing: Growth of direct marketing -Customer database and direct ← marketing -Channels of direct marketing Online marketing -Internet and E-commerce. ← ← L

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Global Marketing IKEA’s Global Marketing Strategy • Promotion decisions

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Topic

1

Promotion Decisions (including case discu

Direct and Online M Branding Decisions

Global Marketing (in Rural marketing

Strategic Planning a

Creating Competitiv

Competitive Strategi

Responsibility and E Total

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