PGDBA : MARKETING MANAGEMENT

The model shows the marketing process in 5 dif...Image via Wikipedia

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

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