MARKETING MANAGEMENT

• Marketing-Concept, nature, scope and importance
• Marketing Mix -Concept, Importance and components Marketing environment- micro and macro environment and their impact on Marketing decisions.
• Market Segmentation – Concept and Importance; Basis and Factors determining the Choice of Basis.
•  Market Targeting and positioning strategies.

• Product : Concept, Definition,
• New Product Development, Product line policies and strategies,
• Product Life Cycle and Strategies.
• Branding, Packaging and other product features (only concepts).
• Price: Factors affecting price determination; Process, methods Pricing Policies and Strategies

• Physical distribution: Nature, Functions.
• Types of distribution channel; factors affecting the choice of distribution channels.
• Retailing and wholesaling; meaning, nature, significance and factors affecting the choice of physical distribution
• Promotion: Advertising, personal selling, sales-promotion, publicity and public relations.

·         Consumer Behaviour – Meaning, nature and importance, Factors influencing buyer behaviour , Buyer decision process .

·         Marketing Organistaion- Types and factors affecting the designing of a marketing organisation

·         Marketing Control - Objectives, benefits, process and techniques.

Unit V:                                                                                                 

• Issues and developments in marketing :
• Social, ethical and legal aspects of Marketing; Marketing of Services-Banking, Transport and Insurance; International Marketing; Green marketing; Cyber Marketing; Relationship Marketing and other developments in Marketing
• E‐Marketing : Meaning , Objectives, Importance and advantages ; e‐retailing practices, On‐line merchandising