Semester-4
Marketing Management
1] Conceptual Foundation :
Basic concepts - market - marketing - marketing management - philosophy of marketing organization.
2] Buyer Behaviour :
Consumer market and industrial market-consumer behaviour. Factors influencing behaviour-buying behaviour. Process - characteristics of industrial market - major influencing factors on industrial buying behaviour. Types of buying decision and how to make buying decisions.
3] Target Marketing :
Market segmentation on different basis and target marketing strategies.
4] Marketing Mix :
a] Product Decisions : Concept of product - product mix - developing a new product - stages including marketing product - life cycle.
b] Pricing Decisions : Objectives - orientation and strategies.
c] Distribution Decisions : Importance - types of channels of distribution - factors affecting choice of channels of distribution.
d] Promotional Decisions : Sales promotion concept and tools
i] Advertising : Objectives determining advertising budget - (excluding quantitative models) media and media selection. advertising decisions: mission - message - money - media and measurement. The concept of publicity.
ii] Personal Selling : Sales presentation - determining sales target.
5] MARKETING RESEARCH :
Definition - nature and scope - research and procedure.
6] CONSUMERISM :
Concept - causes - consumer movement in India.
Note:- At least one case each in i] Planning, ii] Product, iii] Pricing, iv] Distribution, v] Advertising and vi] Marketing Research.