MARKETING MANAGEMENT SYLLABUS

The objective of this subject is to help students gain understanding of concept of modern marketing and its decisions.   

MODULES AND TOPICS :

 

1. MARKETING CONCEPTS :

• Definition , Role , Importance of marketing .

• Features and Functions of Marketing .

• Customer Value , Satisfaction and Customer Delight .

• Concepts / Philosophies of Marketing .

• Value Chain and its Implications .

2. MARKET SEGMENTATION , TARGETING AND POSITIONING  (STP)  :

• Market Segmentation --Levels ,  Procedure , Requirement for effective segmentation, Evaluating and selecting the market segments . 

•  Targeting and Positioning .

   

3. PRODUCT DECISION :

• Definition of product , Objectives , Product classification .

   

SUGGESTED READINGS- BOOKS 

1. Marketing Management By Philip Kotler -This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.)

2. Marketing Management by K. K. Karunakaran- This book salient Features Covers all the relevant topics and the full syllabi of most Indian universities. Written in simple, lucid style, with full emphasis on the concepts of the subject. Topics are logically sequenced in tune with the syllabus contents of the MBA courses. Preview cases and examples provide the latest picture of the Indian market.

3. Marketing Management by R.S.N Pillai

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 Philip Kotler              K. K. Karunakaran       R.S.N. Pillai