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MBA 204 Marketing Management

Objectives: The course aims at making students understand concepts, philosophies, processes and techniques of managing the marketing operations of a firm in turbulent

business environment. This course will provide better understanding of the complexities

associated with marketing functions, strategies and provides students with the opportunity to apply the key concepts to practical business situations.

Unit –I

Understanding Marketing and Consumers: Definition, Importance, Scope, Various

Marketing Concepts, Marketing Mix, Marketing vs Selling, Effect Of Liberalization and

Globalization, Creating Customer Value. Analyzing Marketing Environment- Micro,

Macro Corporate Strategic Planning: defining role marketing strategies, Marketing planning process. Marketing Information System: Concept and Components. Understanding Consumer Behaviour, Factors Influencing Consumer Buying Behaviour, Business Buying Process, Understanding Business Buyer Behaviour.

Unit –II

Creating and Managing Product: Market Segmentation & Targeting. Differentiation &

Positioning, Competitors Analysis. Product Decisions: Product Mix, Packaging And

Labelling Decisions, Branding & Brand Equity, Services Marketing, New Product Development, Consumer Adoption Process, Product Life Cycle and Strategies. Pricing

Decisions: Objectives, Factors Affecting Pricing Decisions, Pricing Methods, Price Changes, Pricing Strategies.

Unit –III

Delivering and Promoting Product: Supply Chain Decisions: Nature, Types, Channel

Design and Channel Management Decisions, Retailing, Wholesaling, Managing Logistics

and Supply Chain. Promotion Decisions: Communication Process, Promotion Mix, Advertising, Sales Promotion, Public Relations, Direct Selling and Online Marketing. Personal Selling:   Personal Selling Process, Managing the Sales Force, Designing Quota & Territories, Evaluating Performance.

Unit –IV

Emerging Trends in Marketing: Green Marketing, Event Marketing, Network Marketing,

Direct Marketing, Social Marketing, Buzz Marketing/ Viral Marketing, Consumerism,

Customer Relationship Management (CRM), Customer Satisfaction, Loyalty, Retention,

Global Marketing, Rural Marketing, E-Commerce: Marketing In The Digital Age.