SRI POTTI SRIRAMULU NELLORE DISTRICT, ANDHRAPRADESH
MASTER OF BUSINESS ADMINISTRATION (MBA)
201-MARKETING MANAGEMENT
UNIT-I
Concepts of marketing – Meaning and significance – Indian marketing environment – segmentation – targeting and positioning – marketing mix – significance of customer – buyer’s behaviour – marketing research and information system
UNIT-II
A) Product strategy: Product concept – product mix – product line – product classification – product life cycle and marketing strategies – new product development process – packaging and labeling – branding – brand equity – trademark – significance of marketing of services
B) Pricing strategy: objectives of pricing – factors influencing the price – methods of pricing – product line pricing – initiating and responding to price changes – price discriminations – price regulations
UNIT-III
A) Distribution strategy: types of channels of distribution – advantages and disadvantages – members in the channel distribution – wholesaler and retailer – functions of channel members – direct marketing
B) Promotional strategy: importance and functions of promotion – promotion mix – setting advertising objectives – advertising copy – media decisions – advertising budgets – measuring advertising effectiveness – overall view of sales forces management decisions – sales promotion – objectives and methods – publicity – public relations – event management
UNIT-IV
E Marketing – concept – objectives – models and limitations – marketing planning – objectives of marketing logistics – marketing control – annual plan control – profitability control – strategic control – efficiency control – marketing audit.
References:
1. Philip kotler, Kevin lane keller, Abraham koshy & Mithileswar Jha “Marketing Management – A South Asian Perspective” Pearson Education, New Delhi
2. William D.Perreault, Jr.E.Jerome McCarthy, “Basic Marketing – A Global Management Approach” Tata Mc Graw Hills, New Delhi
3. John A.Quelch & V.Kasturi Rangan, ”Marketing Management – Taxt and cases” Tata Mc Graw Hills, New Delhi
4. P.K.Agarwal, “Marketing Management – An Indian Perspective” Pragati Prakasham, Meerut
5. S.S.Sherlekar, “Marketing Management”, Himalaya Publishing House, Mumbai.