DEPARTMENT OF MANAGEMENT STUDIES Course Plan Academic Year Staff Name : Subject Code & Name : BA7203 Marketing

g Management Branch : M.B.A A! Section Seme"ter : ## $ota% No. of &our" : '0 $ota% No. of (eriod" : 72 Ob ec!i"e # $o guide the "tudent" in the area" of Marketing Management and to under"tand the conce(t" of Marketing Management. $is! o% Re%erence &oo's# )* + Philip Kotler and Kevin Lane, Marketing Management, PHI Learning / Pearson Education
13th Edition, 2 ! )2 + Keith "lether, Marketing Management and In#ormation $echnolog%, Prentice Hall, 1&&!' )3 + Micheal (')*inkota + Masaaki Kota,e, Marketing Management, -ikas $homson Learning, 2 '

S$(NO *. 2. 3. 0. 2. '. 7. 5. 6. *0. **. *2. *3. *0. *2. *'. *7. *5. *6. 20. 2*. 22. 23.

To)ic Name UNIT I INTRODUCTION Marketing,#ntroduction Nature and Sco(e of Marketing .bjecti/e" of Marketing Conce(t" of Marketing & Se%%ing 1" Marketing 3eature" of the Market A((roache" to the "tud4 of Marketing Marketing Management $a"k" #m(ortance of Marketing Marketing 7n/ironment Marketing 8roce"" Marketing 3unction 9%oba% Marketing 7n/ironment &o: to enter g%oba% market 8ro"(ect" and cha%%enge" of 9%oba% 7n/ironment Marketing #nformation S4"tem
UNIT II MARKETING STRATEGY

Re%(bo o's )*-)3 )*-)3 )*- )3 )*- )3 )*- )3 )*- )3 )*- )2 )*- )2 )*- )2 )*- )2 )*- )2 )*- )2 )*-)3 )*-)3 )*-)3 )*- )2 )*- )2 )*- )2 )*- )2 )*- )2 )*- )2 )*-)3 )*-)3

No( o% Cum( Periods Periods * * * * * * * * * * * * * * * * * * * * * * * * 2 3 0 2 ' 7 5 6 *0 ** *2 *3 *0 *2 *' *7 *5 *6 20 2* 22 23

Marketing Strateg4 3ormu%ation" 3ormu%ating Marketing Strateg4 Strategic 8%anning 8roce"" #m(%ementation of Strateg4 8ortfo%io Ana%4"i" )i/a%r4 Strategie" 9ro:th Strategie" Con"o%idation Strategie"

20. 22. 2'. 27. 25. 26. 30. 3*. 32. 33. 30. 32. 3'. 37. 35. 36. 00. 0*. 02. 03. 00. 02. 0'. 07. 05. 06. 20. 2*. 22. 23. 20. 22. 2'. 27. 25. 26. '0. '*.

3unctiona% Strategie" Marketing Mi; #ndu"tria% and Con"umer Marketing Marketing Ser/ice" 7""entia% 7%ement" of Marketing Mi; in Ser/ice" marketing Com(etitor Ana%4"i"
UNIT III MARKETING MIX DECISIONS

)*-)3 )*-)3 )*- )3 )*- )3 )*- )3 )*- )3 )*- )3 )*- )3 )*- )3 )*- )3 )*- )2 )*- )2 )*- )2 )*- )2 )*- )2 )*- )2 )*-)3 )*-)3 )*- )2 )*-)3 )*-)3 )*- )3 )*- )3 )*- )2 )*- )2 )*- )2 )*- )2 )*- )2 )*- )2 )*-)3 )*- )2 )*- )2 )*- )2 )*- )2 )*- )2 )*- )3 )*- )3 )*- )3

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *

20 22 2' 27 25 26 30 3* 32 33 30 32 3' 37 35 36 00 0* 02 03 00 02 0' 07 05 06 20 2* 22 23 20 22 2' 27 25 26 '0 '*

8roduct Management Need for ne: (roduct" Ste(" in the ne: (roduct de/e%o(ment 8roduct di/er"ification 8roduct <ife c4c%e 8roduct Mi; 8roduct %ine, Strategie" Branding 8ackaging and <abe%ing Marketing Segmentation Channe%" for con"umer good" &<ogi"tic" 8ricing,im(ortance- objecti/e"3actor"-Method"- =ind" & 8ricing of Ne: 8roduct Ad/erti"ing and Sa%e" (romotion 8romotion Mi; Sa%e" 8romotion
UNIT IV BUYER BEHAVIOUR .nderstanding industrial and individual ,u%er ,ehavior

Con"umer >eci"ion 8roce"" 3actor inf%uencing Con"umer Beha/iour Bu4er Beha/iour mode%" .rgani?ationa% Bu4ing Beha/iour Bu4ing Situation Com(ari"on of #ndu"tria% Con"umer and #ndi/idua% Con"umer .n%ine Marketing Cu"tomer Sati"faction,3actor" inf%uencing Cu"tomer re%ation"hi( management 8roce""- Ad/antage- $4(e" Ad/antage" of @eb Marketing Cu"tomeri?ation Stage" of )etention on the Cu"tomer <ife C4c%e
UNIT V MARKETING RESEARCH & TRENDS IN MARKETING Marketing research )ontest ,et/een marketing and Marketing (esearch 0esign and 1uilding o# Marketing In#ormation 2%stem

'2. '3. '0. '2. ''. '7. '5. '6. 70. 7*. 72. TESTS# S$(NO * 2 3

Marketing Intelligence (esearch Process $%pes o# (esearch Marketing (esearch Process 3pplication o# Marketing (esearch Product (esearch 3dvertising research, Promotion research (esearch on )onsumer 1ehaviour )ustomer driven organi*ation Ethics in Marketing and Ethical issues in Marketing (esearch 4nline marketing trend

)*- )2 )*- )2 )*- )2 )*- )2 )*- )2 )*- )2 )*-)3 )*- )3 )*- )3 )*- )3 )*- )2

* * * * * * * * * * *

'2 '3 '0 '2 '' '7 '5 '6 70 7* 72

TOPIC * & A Bnit * & A Bnit Mode% 7;am

DATE

ASSIGNMENTS# S$(NO * 2 3 TOPIC Bnit *& unit 2 Bnit 3 & unit 0 Bnit 2 DATE

$AST *OR+ING DAY#

S!a%% In C,ar-e

Direc!or.DoMS