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6/07/2012

Marketing Management

Marketing Management
The purpose of MBA Marketing Management Subject is to develop an understanding of the underlying concepts, strategies and issues involved in the marketing of products and services.

Marketing Management contains five modules namely Marketing Concepts and Challenges; Marketing Planning and Control; Marketing Mix, Understanding Customer and Marketing Information System; and Marketing Strategies.
It explores the following topics in detail; Social Marketing, Marketing Mix, Customer Value, Competitor Analysis, Consumer Behaviour, Demand Forecasting, Market Segmentation, Targeting and Positioning.

Module I Marketing Concepts & Challenges:
This module covers Nature and scope of Marketing Management, Marketing process, Marketing environment, Marketing Organisations, Marketing Challenges, Marketing in 21st Century(Concepts of Green Marketing, Social Marketing), Marketing Mix.

Module II Marketing Planning & Control:
This module will deal with the Marketing Planning and Marketing Competitiveness, Customer Value, Marketing Planning Process, Identifying and analysing the competitors, Defining the competitive strategy and Marketing Control- Control process.

Module III Marketing Mix, 4P's of Marketing:
This module will explore and discuss topics about Product Development; Product Life Cycle, Product Mix Decisions, Branding, Packaging and Labelling. It will also covers the right pricing, managing price changes, Process of Advertising, Sales Promotions, Personal Selling , and Value Analysis.

Module IV:  Understanding Customer and Marketing Information System:
This module covers Types of Consumers, Factors influencing consumer behaviour, Consumer Decision making Process, MIS-subsystems, Conducting Marketing Research and Demand forecasting.

Module V Marketing Strategy:
This module deals with Market Segmentation, Targeting and Positioning, Brand Equity and Crafting Brand Positioning. Case studies on relevant topics

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