Six Sigma

In: Business and Management

Submitted By antar
Words 96487
Pages 386
IIBM Institute of Business

Marketing Management


Credits: 4


Concepts of Marketing Management:
Definition and Concepts: Definitions of Marketing, Scope of Marketing; Core Marketing Concepts: Concept of
Demand and Supply; Transaction; Major Marketing Management Philosophy; Social Marketing
Marketing Environment - Internal & External
Marketing Environment Forces; Macro Environment; Micro and Internal Environment; Factors Influencing
Consumer Buyer Behavior; Buyer Decision Process; Inputs for Buying Decision Process; Consumer Trends;
Market Segmentation Process.
Developing Market Strategies and the Offerings Part –I
Positioning and Differentiation: Concept, Positioning according to Ries and Trout, Various Tools of
Differentiation; Product Decisions and Strategies; Product Mix; Product Life Cycle; Brand Positioning; Brand
Identity; Equity and Packaging.
Developing Market Strategies and the Offerings - Part II:
Introduction to Service Marketing; Differentiating Services; Product and Service Price; Response to Change in
Price; Pricing Strategies.
Delivering Marketing Programs – Part I
Marketing through Channel Partners; Wholesalers and Retailers: Current Trend; Channel Management.
Delivering Marketing Programs – Part II
Market Communication, Process for Effective Communication; Advertising; Different Advertising Media;
Sales Promotion; Public Relations; Direct Marketing; Personal Selling: Concepts and Process; Management of
Sales Force
Suggested Reading:
1. Marketing Management by Kotler Philip; Publisher: Prentice-Hall of India
2. Marketing Management by Ramaswamy V S and Namakumari; Publisher: S Macmillan India Ltd.
3. Marketing Management by Saxena Rajan; Publisher: Tata McGraw-Hill
4. Marketing in India Cases and Readings by Neelamegham S; Publisher: Vikas…...

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