Market.Mgt.Docx

MSL 116 – MARKETING MANAGEMENT 1. Introduction to Marketing Management: Marketing philosophies – Importance of marketing, Functions and Scope of marketing management - Evolution of marketing ideas - Core concept of marketing management – Marketing Mix - Delivering Customer value and satisfaction. (10 hours) 2. Marketing Planning: Strategic planning and process – Marketing Information System and Marketing Research- Marketing Environment.(8 hours) 3. Product management: Product mix and product line decisions, Branding and Packaging, Price Setting: Objectives, factors and methods, Price adapting policies, Initiating and responding to price changes.(8 hours) 4. Channel Management: Marketing channel system- Functions and flows, Channel design, Channel management, Selection, Training, Motivation and Evaluation of channel members. Channel dynamics- VMS, HMS, MMS- Market logistic decisions.(8 hours) 5. Marketing Communication: Integrated marketing communication process and mix- Advertising – Sales Promotion and Public relation. Direct marketing – Growth, Benefits and Channels; Telemarketing. Sales Management: Sales force objectives, structure, size, and compensation.(8 hours) 6. Consumer behaviour and Competitive Strategies: Buyer behaviour, Market segmentation and targeting, Positioning and differentiation strategies, Product life cycle strategies, New product planning & process. Competitive Strategies: Identifying and analyzing competitors, Designing competitive strategies for leaders, challengers, followers, and nichers. Issues in Consumer Marketing: Consumer Protection, Green Marketing . (12 hours) 7. Business Marketing: The Business Market versus the Consumer Market – Buying Situations - Participants in the Business Buying Process – Stages in the Buying Process. (6 hours) Text Book: a) Marketing Management – Philip Kotler and Kevin Lane Keller
Reference Books: b) Fundamentals Of