Marketing Management
Subject Overview
Marketing Management covers the marketing mix and marketing environment analysis, consumer behaviour and segmentation, product/pricing/place/promotion decisions, and emerging trends such as green marketing, CRM, global marketing and e-commerce. 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 the environment
Definition, importance, scope and basic concepts of marketing, marketing mix, marketing vs selling, customer value, analyzing the micro and macro marketing environment, corporate strategic planning and marketing planning process, marketing information system
Unit 2: Consumer behaviour and product decisions
Consumer buying process and influencing factors, market segmentation and targeting, product differentiation and positioning, competitor analysis, product mix/packaging/labelling/branding decisions, brand equity, new product development, consumer adoption process, product life cycle, services marketing and the 7Ps
Unit 3: Pricing and distribution decisions
Pricing objectives, factors affecting pricing, pricing methods and strategies, price changes, supply chain decisions, channel design and management, retailing and wholesaling, promotion mix (advertising, sales promotion, public relations, online marketing), personal selling process and sales force management
Unit 4: Emerging trends in marketing
Green marketing, event marketing, network marketing, social marketing, buzz/viral marketing, customer relationship management (CRM), global marketing, rural marketing, e-commerce and marketing in the digital age