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Introduction:
Nature and Scope of Marketing Management.
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Core concepts of marketing management and corporate
orientations towards the market place.
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The Marketing Environment:
Macro environment forces and factors in the micro environment.
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Market Segmentation - Targeting and Positioning.
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Consumer Markets
and Consumer buying behavior, Factors affecting consumer buying and consumer buying decision process.
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Product Management:
Product Mix, Product line decisions, Branding decision, Packaging and
labelling decision.
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Product life cycle,
New Product planning.
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Pricing objectives and price determination, Basic methods of setting price.
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Channel Management:
Channel selection, Cooperation, Channel Conflict, Vertical marketing, Implementation and Systems.
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Promotion Decision:
Meaning and Role of the elements of promotion mix.
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Contemporary Issues
in Marketing: Consumerism, Green Marketing.
