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MARKETING MANAGEMENT FOR MANAGEMENT 



Objective: to develop an understanding of the concepts, issues and strategies in marketing
and its management.
Unit – I Importance and Scope of Marketing: Concepts of Marketing; Marketing
Management Tasks; Marketing Environment; Marketing and Customer Value - Industrial
Marketing, Services Marketing, Global Marketing.
Unit –II: Marketing Information System and Marketing Research; Consumer Behaviour and
Buying Decision Process – Organization Buyer Behaviour – Market Segmentation and
Targeting.
Unit – III: Development of Marketing Offerings Strategy – New Product Development–
Product line and Decisions–Product-mix–Product Differentiation – Product Life Cycle
Management - Brand Management - Packaging.
Unit – IV: Pricing Strategies and Programs; Setting the Price – Adapting the Price –
Initiating Response to Price Changes - Delivering Value: Designing and Managing Value
Networks – Channels of Distribution.
Unit – V : Communicating Value: Designing and Managing Marketing Communications –
Advertising – Direct Marketing and Personal Selling – Sales Promotion – Events and Public
Relations and Public Relations : Competitive Marketing Strategies- Emerging Trends in
Marketing: Networking Marketing-Viral Marketing-Ambush/Guerilla Marketing-Green
Marketing-Direct Marketing etc.