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DBA 7202  Marketing management

UNIT I  INTRODUCTION  -  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  -  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   - 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  -  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     
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.