Coming soon
Marketing Management
To introduce students to the elements of marketing management: marketing environment analysis, customer analysis and competitor analysis, generic business strategies and strategic marketing decisions for profitable delivery of superior value to the customers
Marketing Management : An Introduction
Conceptual framework, Nature and Scope of Marketing, Approaches to Marketing. Marketing-Mix, Developing Marketing Strategies and Plans
Consumer behavior
Consumer Behaviour concepts, factors influencing consumer behaviour, Buying Decision Process
Segmentation and Positioning Strategy
Levels and Basis of Market Segmentation, Selecting Market Segments and Targeting, Developing and Communicating Positioning Strategy, Marketing Strategies
Developing Competitive Marketing Strategy
Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Offensive and Defensive Strategies
Product Planning and Pricing Policies
Product Characteristics and Classifications, Concept of Product-Mix, Product-Line Decisions, Packaging and Labeling, New Product Development Process, Pricing Methods,Factors, Policies and Strategies, Product Life-Cycle.
Marketing Communications and Distribution Channels
Introduction to Marketing Communications, Role of Marketing Channels, Channel-Design Decisions, Physical distribution types and functions
Sustainable Marketing Concepts: Green Marketing, Social Marketing
Digital Marketing: Concept, process, digital marketing & Traditional marketing and digital marketing strategies, Social Media Marketing.
*Case studies related to entire topics are to be taught.
*Case studies related to entire topics are to be taught.
Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd. 2007.
• Ahuja Vandana, Digital Marketing, Oxford Higher Education
• Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.
Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd 2010
• Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd. 2009
• Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press 2008
