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MARKETING MANAGEMENT: NATURE AND SCOPE (2 HRS) • Nature and scope of marketing; orientations to marketplace ( production, product, selling, marketing, and social marketing) • Customer orientation for marketing; customer acquisition, satisfaction, retention and development; relationship vs. transactional marketing 2. BUILDING THE FOUNDATIONS (4 HRS) • Marketing environment in India • Buying behaviour: factors influencing buying behaviour; stages in buying • Marketing research • Selection of the market: Segmentation and targeting 3. MARKETING STRATEGIES (8 HRS) • Product strategy: product portfolio; new product development; management of PLC; branding; packaging • Pricing : setting up price; initiating and responding to price change • Promotion: Positioning; integrated marketing communication • Placement; Marketing channels; logistics arrangements; retailing 4. MANAGING MARKETING PROGRAMS (4 HRS) (Only basic idea) • Morph marketing • Viral marketing / buzz marketing • Social / cause related marketing • Green marketing • Interactive marketing • Digital marketing • Ambush and guerilla marketing 5. FOCUSSED MARKETING PROGRAMS (6 HRS) (Only introductory exposure) • Competitive marketing strategies • Political marketing • Marketing of movies • Marketing to bottom of pyramid • Durables marketing • B2B marketing
discuss cases from Brand Equity and elaborate marketing success stories from India and abroad to make the classes more engaging and exc .Note for Faculty Members: The faculty member should encourage the students to additionally read 4Ps B& M.