Narmada College of Management, Bharuch, Gujarat, INDIA

CP 201 - At MBA Full Time Semester - II

CP 201- At MBA Evening Semester - II

Marketing Management

Objectives:

To given students a basic understanding of the character and scope of Marketing and help them to develop skills in the analysis and resolution of management problems.

Course Contents:

Conceptualising Marketing Management; The concept of marketing ; The marketing system; Analysing marketing opportunities; Marketing Environment; Consumer Markets & Buying behaviour; Organizational Buying behaviour and markets; Researching & Selecting Marketing Opportunities; Marketing Information Systems & Marketing Research; Market Measurement & Forecasting; Market Segmentation; Targeting & Positioning; Developing Marketing Strategies; The Marketing Planning Process; New Product Development; Marketing Strategies in different stages of product life cycle; Marketing strategies for market leaders, challengers, followers, nichers; Marketing strategies for global marketplace;

Corporate strategic Planning, Business Strategic Planning, Marketing Plan Planning Marketing Policies; Product, brand, packaging and service decisions; pricing decisions; Distribution decisions, Communication & Promotion mix decisions selling decisions; Implementing & Controlling The Marketing Effort; Marketing Organization & Implementation, Marketing Control; Rural Marketing; Online Marketing (E-commerce Commerce); Relationship Marketing; Supply Chain Management.

Suggested Readings :

Philip Kotler : Marketing Management - Analysis, Planning, Implementation & Control Prentice Hall.
William Stanton : Fundamentals of Marketing McGraw-Hill.
E.Jerome MC Carth - Basic Marketing , An Managerial Approach : Richard D. Irwin Inc. Ontario.
Eugene W. Kelley - Marketing Management : Richard D. Irwin Inc. Homewood.
William Kazer - Perspective and Viewpoints : Illinois.
Edward W. ; Cundiff Richard; R.Still Norman; A.P.Govoni - Fundamentals of Marketing : Printice Hall Inc., N. Jersey.