BA8206 MARKETING MANAGEMENT mba-syllabus-subject-notes-pevious-year-questions-papers-bank

BA8206 MARKETING MANAGEMENT mba-syllabus-subject-notes-pevious-year-questions-papers-bank



COURSE OBJECTIVES:
 To understand the changing business environment
 To identify the indicators of management thoughts and practices
 to understand fundamental premise underlying market driven strategies

COURSE OUTCOMES:
 knowledge of analytical skills in solving marketing related problems
 awareness of marketing management process

UNIT I INTRODUCTION 12
Marketing – Definitions - Conceptual frame work – Marketing environment : Internal and External -
Marketing interface with other functional areas – Production, Finance, Human Relations
Management, Information System. Marketing in global environment – Prospects and Challenges.

UNIT II MARKETING STRATEGY 12
Marketing strategy formulations – Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing – Consumer Marketing –– Services marketing – Competitor analysis - Analysis of
consumer and industrial markets – Strategic Marketing Mix components.

UNIT III MARKETING MIX DECISIONS 12
Product planning and development – Product life cycle – New product Development and
Management – Market Segmentation – Targeting and Positioning – Channel Management –
Advertising and sales promotions – Pricing Objectives, Policies and methods.

UNIT IV BUYER BEHAVIOUR 12
Understanding industrial and individual buyer behavior - Influencing factors – Buyer Behaviour
Models – Online buyer behaviour - Building and measuring customer satisfaction – Customer
relationships management – Customer acquisition, Retaining, Defection.

UNIT V MARKETING RESEARCH & TRENDS IN MARKETING 12
Marketing Information System – Research Process – Concepts and applications : Product –
Advertising – Promotion – Consumer Behaviour – Retail research – Customer driven
organizations - Cause related marketing - Ethics in marketing –Online marketing trends.

TEXT BOOKS
1. Philip Kortler and Kevin Lane Keller, Marketing Management, PHI 14th Edition, 2012
2. KS Chandrasekar, “Marketing management-Text and Cases”, Tata McGrawHill-Vijaynicole,
First edition,2010
3. Paul Baines, Chris Fill and Kelly Page, Marketing, Oxford University Press, 2nd Edition,2011.
4. Lamb, hair, Sharma, Mc Daniel– Marketing – An Innovative approach to learning and teaching-
A south Asian perspective, Cengage Learning –– 2012

REFERENCES
1. Micheal R.Czinkota & Masaaki Kotabe, Marketing Management, Vikas Thomson Learning,
2000.
2. Duglas,J.Darymple, Marketing Management, John Wiley & Sons, 2008.
3. NAG, Marketing successfully- A Professional Perspective, Macmillan 2008.
4. Boyd Walker, Marketing Management, McGraw Hill, 2002.
5 Paul Baines, Chriss Fill Kelly Pagb, Marketing, II edition, Asian edition.