Topic
1
Foundations of Marketing: Marketing Concepts, Tasks & Philosophies; Different Orientation to Market; Segmentation, Targeting & Positioning; Marketing Mix
2
Understanding Marketing Environment: Gathering Information & Scanning Marketing Environment; Overview of Market Information System; Market Research Process; Consumer Buying Behavior
3
Product Decision: Product Mix & Its Components, Product Depth; Length and Breadth; Product Differentiation, Managing Brands and Brand Equity, Packaging and Labeling Decisions, New Product Development Process; Product life cycle
4
Pricing Decisions: Pricing Mix and Its Components; Factors influencing Pricing; Pricing Procedure; Pricing Methods; Pricing Policy & Strategies
5
Promotion Decisions: Promotion Mix and Its Components; Factor affecting Promotion Mix; Managing Mass Communications; Managing Personal Communications; Managing Integrated Marketing Communications
6
Distribution Decisions: Place Mix and Its Components; Patterns of channels and types of intermediaries; channel-design decisions, Channel-management decisions, Channel Conflict, Types and Functions of Wholesalers and Retailers; Managing Retailing, Wholesaling & Logistics
7
Analyzing Markets: Consumer Market; Business Market; International Market; Rural Market; Marketing of Non-Profit-Organizations; Marketing of Services
Textbook:
1. Marketing Management, Arun Kumar & N. Meenakshi
Additional Readings:
1. Philip Kotler, Kevin Keller, Abraham Koshey and Mithileshwar Jha. Marketing Management: South Asian Perspective 12th Edition. Pearson Education New Delhi.
2. Ramaswamy, V.S. and Namakumari, S. Marketing Management: Planning, Control. New Delhi, MacMillian 2002
3. Enis, B M. Marketing Classics: A Selection of Influential Articles. New York, McGraw Hill, 1991.
4. William D. Perreault, Jr. & E. Jerome McCarthy, Basic Marketing: A Global Managerial Approach, Tata Mc Graw-Hill, 15th edition, New Delhi.