Coming soon
MARKETING MANAGEMENT
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CO 59: Analyze fundamental marketing concepts, approaches, scope of market |
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and consumer behavior. |
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CO 60: Analyze market segmentation, |
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target marketing, and market |
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positioning |
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CO 61: Analyze how different situations |
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in the competitive environment will |
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affect choices in marketing. |
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CO 62: Analyze the roles of advertising, |
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sales promotion, public relations, |
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personal selling, and direct marketing in |
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the promotion mix |
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CO 63: Examine the role and importance |
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of digital marketing in today’s rapidly |
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changing business environment. |
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CO 64: Develop competitive marketing strategy |
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, Buying Decision Process and factors influencing consumer behaviour
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.
Essential Readings:
• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Fourteenth Edition), A South Asian Perspective; Pearson ,2013.
• Ahuja Vandana, Digital Marketing, Oxford Higher Education
• Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.
• Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd. 2009
E Resources:
• Consumer Behavior: Global Edition, Pearson Education (Thinktank), ProQuest Ebook Central, IISuniversity2020
Journals:
• Consumer Behaviour
• Journal of Marketing
• Marketing Management
• Marketing Research
