2/7/2017 MBASyllabusMarketingManagementSubject|SikkimManipalUniversityDistanceEducation

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CourseCode:MB0046 Course Title: Marketing Management (4 Credits)

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COURSE CONTENTS

Unit 1 Introduction to Marketing Management: Introduction, Market and Marketing, the Exchange Process, Core Concepts of
Marketing, Functions of Marketing, Importance of Marketing, Marketing Orientations

Unit 2 The marketing process: Introduction, Marketing Mix-The Traditional 4Ps, The Modern Components of the Mix- The
Additional 3Ps, Developing an Effective Marketing Mix, Marketing Planning, Marketing Implementation and Control,

Unit 3 Marketing Environment: Introduction, Environmental Scanning, Analysing the Organizations Micro Environment, Companys
Macro Environment, Differences between Micro and Macro Environment, Techniques of Environment Scanning,

Unit 4 Understanding the Marketing-Information Systems (MIS): Introduction, Characteristics of MIS, Benefits, Types,
Components, Marketing Research

Unit 5 consumer buying behavior: Introduction, Characteristics, Types of Buying Decision Behaviour: Henry Assael Model,
Consumer Buying Decision Process, Buyer Decision Process for New Products, Buying Motives, Buyer Behaviour Models

Unit 6 Business Buyer Behaviour: Introduction, Characteristics of Business Markets, Differences between Consumer and Business
Buyer Behaviour, Buying Situations in Industrial/Business Market, Buying Roles in Industrial Marketing, Factors that Influence
Business Buyers, Steps in Business Buying Process

Unit 7 Segmentation, Targeting and Positioning: Introduction, Concept of Market Segmentation, Benefits of Market Segmentation,
Requisites of Effective Market Segmentation, The Process of Market Segmentation, Bases for Segmenting Consumer Markets,
Targeting (T), Market Positioning (P)

Unit 8 Product Management: Decisions, Development and Lifecycle Strategies: Introduction, Levels of Products, Classification of
Products, Product Hierarchy, Product Line Strategies, Product Mix Strategies, Packaging and Labelling, New Product
Development, Product Life Cycle (PLC)

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Unit 9 Product Management-Brand and Branding Strategy: Introduction, Brand and Branding, Advantages and disadvantages of
branding, Brand Equity, Brand Positioning, Brand Name Selection, Brand Sponsorship, Brand Development

Pricing: Introduction, Factors Affecting Price Decisions, Cost Based Pricing, Value Based and Competition Based Pricing,
Unit 10 Product Mix Pricing Strategies, Adjusting the Price of the Product, Initiating and Responding to the Price Changes,

Unit 11 Distribution Management: Introduction, Need for Marketing Channels, Decisions Involved in Setting up the Channel, Channel
Management Strategies, Introduction to Logistics Management, Introduction to Retailing, Wholesaling

Unit 12 Promotion Management-Managing Non-Personal Communication Channels: Introduction, Integrated Marketing

Communications (IMC), Communication Development Process, Budget Allocation Decisions in Marketing Communications,
Introduction to Advertising, Fundamentals of Sales Promotion, Basics of Public Relations and Publicity

Unit 13 Personal Communication Channels: Introduction, Personal Selling, Sales Management Basics, HR Practices in Sales
Management, Evaluation of Training, Personal Selling Process, Direct Marketing

Unit 14 Customer Relationship Management and Other Contemporary Issues: Introduction, Relationship Marketing Vs.
Relationship Management, Definitions of Customer Relationship Management (CRM), Forms of Relationship Management,
Managing Customer Loyalty and Development, Reasons Behind Losing Customers by Organisations, Significance of Customer
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Unit 15 International Marketing Management: Introduction, Nature of International Marketing, International Marketing Concept,
International Market Entry Strategies, Approaches to International Marketing, International Product Policy, International Pricing

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