2K6 IT 702: MARKETING MANAGEMENT

Module I (14 hours)
Introduction to marketing – concept of market and marketing – marketing environment – controllable factors – factors directed by top management – factors directed by marketing – uncontrollable factors – demography, economic conditions, competition, social and cultural forces, political and legal forces, and technology
Module II (14 hours)
Marketing planning – marketing planning process – Boston consultancy group model – marketing mix – marketing mix variables – market segmentation and market targeting – introduction to segmentation – targeting and product positioning
Module III (12 hours)
Marketing research – need and scope – marketing research process – research objectives, developing research plan, collecting information, analysis, and findings – consumer behaviour – factors influencing consumer behaviour – perceived risks – product life cycle – marketing strategies for different stages of product life cycle
Module IV (12 hours)
Marketing communication – marketing mix variables – steps in developing effective communication – identification of target audience – determination of communication objectives – designing the message – selecting the communication channels – promotion mix evaluation – advertising and sales promotion – factors in advertising – sales promotion tools

Text books
1. Kotler P., Marketing Management: Analysis, Planning, Implementation and Control, Prentice Hall of India Private Limited
2. Ramaswamy V.S. & Namkumari S., Marketing Management: Planning, Implementation and Control, Macmillan India Limited
 

Reference books
1. Stanton W.J., Etzel M.J. & Walker B.J., Fundamentals of Marketing, McGraw Hill International Edition
2. Majumdar R., Marketing Research, Text, Applications and Case Studies, New Age International (P) Limited Publishers
3. Robert, Marketing Research, Prentice Hall of India