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Objectives

The purpose of this course is to develop and understanding of the underlying concepts, strategies and issues involved in the marketing of products and services.

Course Contents

• Introduction to Marketing: Meaning, Elements of marketing, Company orientations towards the marketplace, Demand management

• The Marketing environment, Concept of Marketing information system and Marketing research

• Understanding consumer behaviour and Industrial buyers

• Market segmentation, Targeting and positioning

• Product decisions -product mix, product life cycle, new product development

• Pricing methods and strategies

• Promotion decisions – promotion mix – advertising, sales promotion, publicity and personal selling

• Channel management -selection, co-operation and conflict management

• Marketing control and audit

• Rural marketing in India – origin & present scenario

• Service Marketing – meaning, characteristics, marketing mix

Suggested Readings

• Kotler, Philip. Marketing Management: Analysis, Planning, Implementation and Control.

• Ramaswamy, V S and Namakumari, S. Marketing Management: Planning, Control. New Delhi, Mac Mill 1990

• Stanton, William, J. Fundamentals of Marketing

• Saxena Rajan, Marketing Management

• Gandhi J.C., Marketing Management

• Pride, William and Ferrel, Marketing Management