COURSE OBJECTIVE:
The course is designed to promote understanding of concepts, philosophies, processes and techniques of managing marketing operation and to develop a feel of the market place.
UNIT-I Nature and scope of marketing; corporate orientation towards marketplace; building and delivering customer value and satisfaction; retaining customers; marketing environment; marketing research and information system.
UNIT-II Analyzing consumer markets & buyer behaviour, analyzing business markets and business buying behaviour; market segmentation, positioning and targeting; tools of product differentiation; marketing strategies in the different stage of the product life cycle.
UNIT-III New product developed process; product mix and product line decisions; branding and packaging decision, pricing strategies and programmes; managing marketing channels; wholesaling and retaining.
UNIT-IV Advertising and sales promotion; public relation; personal selling; evaluation & control of marketing effort; web marketing; green marketing; reasons for and benefits of going international; entry strategies in international marketing.
SUGGESTIONS READINGS:
1. Kotler Philip and Keller; Marketing Management, PHI, New Delhi.
2. Kotlet Philip, Kevin Keller, A. Koshy an M.Jha, Marketing Management in South Asian Perspective, Pearson Education, New Delhi.
3. Kerin, Hartley, Berkowtz and Rudelius, Marketing, TMH, New Delhi.
4. Etzel, Michael J, Marketing: Concepts and Cases, TMH, New Delhi.
Note:
1. One case study be discussed – per unit – in the class.
2. Instruction for External Examiner: The question paper will have of two sections. Section ‘A’ shall comprise 8 questions (2 questions from each unit). The students will be required to attempt four questions (one question from each unit). Section ‘B’ will contain one CASE STUDY which will be compulsory. All the five questions will carry equal marks.
The course is designed to promote understanding of concepts, philosophies, processes and techniques of managing marketing operation and to develop a feel of the market place.
UNIT-I Nature and scope of marketing; corporate orientation towards marketplace; building and delivering customer value and satisfaction; retaining customers; marketing environment; marketing research and information system.
UNIT-II Analyzing consumer markets & buyer behaviour, analyzing business markets and business buying behaviour; market segmentation, positioning and targeting; tools of product differentiation; marketing strategies in the different stage of the product life cycle.
UNIT-III New product developed process; product mix and product line decisions; branding and packaging decision, pricing strategies and programmes; managing marketing channels; wholesaling and retaining.
UNIT-IV Advertising and sales promotion; public relation; personal selling; evaluation & control of marketing effort; web marketing; green marketing; reasons for and benefits of going international; entry strategies in international marketing.
SUGGESTIONS READINGS:
1. Kotler Philip and Keller; Marketing Management, PHI, New Delhi.
2. Kotlet Philip, Kevin Keller, A. Koshy an M.Jha, Marketing Management in South Asian Perspective, Pearson Education, New Delhi.
3. Kerin, Hartley, Berkowtz and Rudelius, Marketing, TMH, New Delhi.
4. Etzel, Michael J, Marketing: Concepts and Cases, TMH, New Delhi.
Note:
1. One case study be discussed – per unit – in the class.
2. Instruction for External Examiner: The question paper will have of two sections. Section ‘A’ shall comprise 8 questions (2 questions from each unit). The students will be required to attempt four questions (one question from each unit). Section ‘B’ will contain one CASE STUDY which will be compulsory. All the five questions will carry equal marks.
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