Definition of Marketing - Scope - Core concepts – Evolution of Marketing – Marketing Environment – Marketing interface with other functional areas – Ethics and Social Responsibility in Marketing
Buyer behavior; Customer Value, Satisfaction & Loyalty, Influencing factors on Consumer Behavior – Buying situation – Buying decision process.
Marketing Mix – Segmentation – Targeting – Positioning.
Product Management: Features – Classification – Levels - Product Mix - Product planning and development - Product Life Cycle - Factors affecting pricing decisions, Methods of Pricing. Brand Equity
The Role of Marketing Channels: Channel Functions & Flows, Channel Levels. Channel Options: Introduction to Wholesaling, Retailing, Franchising, Direct Marketing. Communication Mix Elements: Introduction to Advertising, Sales promotion, Personal Selling, Public Relations, Direct Selling
Reference Book:
1. Paul Baines, Chris Fill, Kelly Page, Marketing, Asian edition, Oxford University Press,5 th edition, 2019. 2. Rajan Saxena, ‘Marketing Management’, 6 th Edition, Tata McGraw Hill, 2019. (Unit I, II, III, IV & V) 3. Tapan K. Panda, ‘Marketing Management’: Text and Cases Indian Context, Excel Books. 3 rd Editions 2022 (Unit I, II, III, IV & V) 4. Sherlekar S.A, ‘Marketing Management – Concepts and Cases’, 16th Edition, Himalaya Publications House, 2020. (Unit I, II, III, IV & V) 5. Arun Kumar and N.Meenakshi, ‘Marketing Management’,5th Edition, Vikas Publishing, 2019.
Text Book:
1. V.S.Ramaswamy and S Namakumari, ‘Marketing Management’, 3rd Edition, McGraw Hill Education, 2019. (Unit I, II, III, IV &V) 2. Philip Kotler and Kevin Lane Keller, ‘Marketing Management’, Pearson Education India, 2019. (Unit I, II, III, IV &V).
