Marketing Management
Subject Overview
Marketing Management covers the marketing mix and environment, consumer buying behaviour, segmentation/targeting/positioning and product decisions, pricing and promotion decisions, and supply chain decisions alongside emerging trends like digital and bottom-of-pyramid marketing. A 4-credit core theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Understanding marketing and consumers
Definition, importance, scope and basic concepts of marketing, marketing mix, marketing vs selling, customer value, micro/macro marketing environment analysis, corporate strategic planning, marketing information system, consumer buying process and influencing factors
Unit 2: Segmentation and product decisions
Market segmentation and targeting, product differentiation and positioning, product mix/packaging/labelling decisions, branding and brand equity, new product development, consumer adoption process, product life cycle, services marketing and the 7Ps
Unit 3: Pricing and promotion decisions
Pricing objectives, factors, methods, price changes and strategies, personal selling process and sales force management, promotion mix — advertising, sales promotion, public relations
Unit 4: Distribution and emerging trends
Supply chain decisions, channel design and management, retailing and wholesaling, green/event/network/social/buzz marketing, CRM, global and rural marketing, e-commerce, digital marketing, bottom-of-pyramid marketing