MG2021 MARKETING MANAGEMENT Syllabus

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(COMMON TO MECHANICAL, PRODUCTION AND MECHATRONICS)

OBJECTIVE

 To understand the various processes involved in Marketing and its Philosophy.

 To learn the Psychology of consumers.

 To formulate strategies for advertising, pricing and selling

UNIT I MARKETING PROCESS 9

Definition, Marketing process, dynamics, needs, wants and demands, marketing

concepts, environment, mix, types. Philosophies, selling versus marketing,

organizations, industrial versus consumer marketing, consumer goods, industrial goods,

product hierarchy

UNIT II BUYING BEHAVIOUR AND MARKET SEGMENTATION 9

Cultural, demographic factors, motives, types, buying decisions, segmentation factors -

demographic -Psycho graphic and geographic segmentation, process, patterns.

UNIT III PRODUCT PRICING AND MARKETING RESEARCH 9

Objectives, pricing, decisions and pricing methods, pricing management. Introduction,

uses, process of marketing research.

UNIT IV MARKETING PLANNING AND STRATEGY FORMULATION 9

Components of marketing plan-strategy formulations and the marketing process,

implementations, portfolio analysis, BCG, GEC grids.

UNIT V ADVERTISING, SALES PROMOTION AND DISTRIBUTION 9

Characteristics, impact, goals, types, and sales promotions- point of purchase- unique

selling proposition. Characteristics, wholesaling, retailing, channel design, logistics, and

modern trends in retailing.

TOTAL: 45 PERIODS

TEXT BOOKS:

1. Govindarajan. M, “Marketing management – concepts, cases, challenges and

trends”, Prentice hall of India, second edition 2007.

2. Philip Kolter,Koshy Jha “Marketing Management”, Pearson Education ,Indian

adapted edition.2007

REFERENCES:

1. Ramasamy and Nama kumari, “Marketing Environment: Planning, implementation

and control the Indian context”, 1990.

2. Czinkota&Kotabe, “Marketing management”, Thomson learning, Indian edition

2007

3. Adrain palmer, “ Introduction to marketing theory and practice”, Oxford university

press IE 2004.

4. Donald S. Tull and Hawkins, “Marketing Reasearch”, Prentice Hall of Inida-1997.

5. Philip Kotler and Gary Armstrong “Principles of Marketing” Prentice Hall of India,

2000.

6. Steven J.Skinner, “Marketing”, All India Publishers and Distributes Ltd. 1998.

7. Graeme Drummond and John Ensor, Introduction to marketing concepts, Elsevier,

Indian Reprint, 2007