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Pondicherry University MBA 1st year Syllabus MARKETING MANAGEMENT
Posted Date: 21 Jul 2008 Resource Type: News/Announcements Category: Education
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Posted By: bharath sudar Member Level: Platinum
Rating:  Points: 2
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COURSE CODE: 36,37,38 & 39 PAPER CODE:H2020
PAPER-VII
MARKETING MANAGEMENT
UNIT-I
Introduction to Marketing and Marketing Management, Marketing Concepts - Strategic, Management and Marketing Process - Marketing environment. - Consumer Markets and buying behaviour - Market segmentation and targeting and positioning marketing mix.
UNIT-II
Product decisions - concept of a product - Product mix decisions - Brand decision - New product development strategies - Product life cycle strategies
UNIT-III
Price Decisions - Pricing objectives - Pricing polices and constraints - Different pricing method product line pricing and new product pricing.
UNIT-IV
Channel decision - Nature of Marketing channels - Types of Channel flows - Channel functions - Channel co-operation, conflict and competition - Direct Marketing ¬Telemarketing - Internet shopping.
UNIT - V
Promotion Decision - Promotion mix - Advertising Decision, advertising objective ¬advertising campaign - advertisement effectiveness sales promotion & publicity - Sales force decision.
REFERENCES
1. Philip Kotler:MARKETING MANAGEMENT- ANALYSIS PLANNING AND CONTROL" Prentice Hall of India, New Delhi
2. Cundiff, Still & Govoni: FUNDAMENTALS OF MODERN MARKETING, Prentice Hall of India, New Delhi
3. Ramaswamy. V S & Namakumari. S: MARKETING MANAGEMENT-Planning Implementation and Control, Macmillan Business Books, 2002.
4. Michael J. Etzel, MARKETING, Tata McGraw-Hili
5. William O.Bearden, MARKETING Principles and Perspectives, International Edition
6. Jobber, PRINCIPLES AND PRACTICE OF MARKETING, McGraw-Hili
For more details, visit http://www.pondiuni.org/DDE/mbasyllabus.html
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