Coming soon
Marketing Management
• To introduce students to the various marketing mix strategies.
• To familiarize students with the concept of customer equity, managing marketing effort, and assessment of marketing performance.
• To enable students to combine their earlier knowledge in the strategic areas of marketing with that in the tactical marketing strategies to improve their problem solving and decision-making abilities in the real life business situations.
Marketing Mix Strategy, Product Characteristics and Classifications, Product Levels, Product and Brand Relationships, Concept of Product-Mix, Product-Line Decisions, Branding and Brand Management, Packaging and Labelling, New Product Development Process, New-product Options, Challenges in New-Product Development, Organizational Arrangements, Managing the development Process.
Factors Affecting Pricing Decision, Pricing Methods, Policies and Strategies, Initiating and Responding to Price Changes.
Designing and Managing Integrated Marketing Communications, Advertising, Sales-Promotion, Personal Selling, Social Media Marketing and Digital Marketing.
Role of Marketing Channels, Channel-Design Decisions, Channel-Management Decisions, Channel Integration and Systems, Channel Conflict and Co-operation, Managing Wholesaling and Retailing, e-commerce marketing practices, m-commerce Marketing Practices.
Trends in Marketing Practices, Organizing the marketing Department, Socially Responsible Marketing, Cause Related Marketing, Marketing Organisation, Control of Marketing Operations, Objectives, Benefits and Techniques, Customer Relationship Management, Attracting and Retaining Customers, Building Customer Value, Satisfaction, and Loyalty.
* A minimum of one case study will be discussed per unit of the syllabi.
Text Books
• Philip Kotler, Kevin Lane Keller: Marketing Management (Fiftenth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd. 2016.
• Rajan Saxena, Marketing Management, Fifth Edition, Tata McGraw Hill, 2015.
Suggested Readings:
• Dr.G.BHUVANESHWARI Dr .S. RAMACHANDRAN, Marketing Management, AIRWALK PUBLICATIONS; First Edition edition (2018).
• V S Ramaswamy: Marketing Management: A Strategic Decision Making Approach, McGraw Hill Education; 5 edition, 2017.
• Michael J Etzel, Bruce J Walker, William J Stanton, Ajay Pandit, Marketing, 14e, McGraw Hill Education, 14 edition 2017
• David A. Aaker & Damien McLoughlin; Strategic Market Management (5th Edition); John Wiley & Sons (Asia) Pte. Ltd. 2014.
• Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd 2010
• Bose B.S., Marketing Management, Himalaya Publishing House Pvt. Ltd., 2014.
• Nick Ellis, James Fitchett, Matthew Higgins: Marketing a critical Textbook, sage South Asia, 2012.
• Paul Baines, Chris Fill, Kelly Page Marketing, Oxford university Press 2011
• Dawn Lacobucci and Avinash Kapoor, Marketing Management, Cengage Learning Pvt. Ltd. 2011
