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Marketing Management
The Course aims at equipping the students with the knowledge of the marketing aspect of business and helps one learn the marketing mix concepts.
Introduction: Nature, scope and importance of marketing, Approaches to marketing, Selling Vs marketing concept, Core Concepts of Marketing, Marketing Process.
Marketing Of Services: Introduction to service marketing, Meaning, nature, classification of services, Service mix, Challenges of marketing, Relationship Marketing.
Managing the product: Product concept, levels of products, product mix, product line decisions, Individual Product decisions, Product Life Cycle.
Pricing: Objectives of pricing, methods of pricing, Factors influencing pricing.
Promotion Tools - Advertising-meaning, objectives, advertising decisions, Personal Selling-objectives, functions and principles; process
Promotion Tools-II: Public Relations-Importance and methods, Direct Marketing concept, Sales Promotion- Purpose, Consumer and Dealer promotion methods.
Distribution: Types of channels, channel functions, objectives. Functional areas of physical distribution.
1. Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education (Singapore) Pte. Ltd., Delhi, 12th ed.
2. Varshney, R. L. and Gupta, S. L., Marketing Management: Text and Cases-An Indian Perspective, Sultan Chand & Sons, New Delhi, 2005, 3rd ed.
3. Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning Implementation and Control, Delhi: Macmillan India Ltd., 3rd ed.
1. Saxena. Rajan, Marketing Management, Tata McGraw-Hill Publishing Co. Ltd., New delhi , 3rd Ed.
2. Sherlekar, S., Marketing Management, Himalaya Publishing House, Mumbai, 2006, 13th Ed.
3. Gandhi, J. C., Marketing Management –An Introduction, Tata Mc-Graw Hill Publishing Co. Ltd., New Delhi, 1995.
4. Stanton, William, J., Fundamentals of Marketing, New York, McGraw Hill, 1994
5. Kotler, Philip and Armstrong, Principles of Marketing, Prentice Hall of India, New Delhi, 1997.
