Marketing Management
Course Name:
Marketing Management (SM405M)
Programme:
B.Tech Minor in Management
Semester:
Seventh
Category:
Program Core (Pc)
Credits (L-T-P):
(3-0-0) 3
Content:
Introduction to Marketing - Marketing Process - Marketing Environment - Marketing Research – DemandForecasting - Competition - Marketing Strategy - Consumer Behaviour- Industrial Marketing -Customer Satisfaction- Segmentation - Targeting, Positioning Developing New Market Offerings - Product Life Cycle - Designing GlobalMarket Offerings - Product and Branding Strategy - Designing and Managing Services - Developing Pricing Strategy- Advertising Strategy - Media Planning - Marketing Channels - Retailing - Marketing Communication –Advertising.
References:
1. Philip Kotler and Kevin Lane Keller Marketing Management, Pearson, 12th Edition, 2006.
2. Philip Kotler and Gary Armstrong, Principles of Marketing, Prentice Hall, 13th Edition, 2009.
3. Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha , Marketing Management: A South Asian Perspective, Pearson Education; 12th Edition, 2007.
4. Tapan K Panda Marketing Management: Indian Context , Excel Books, 2008
Department:
Humanities, Social Sciences and Management
