Marketing Management
So as to be able to provide an adequate overview of the field of Marketing from a managerial standpoint, the fundamental concepts will be systematically presented and related to their applications. Examples, cases and caselets will be used to highlight the most relevant issues.
The primary mode of teaching will be lecture sessions interspersed with case discussions & real life examples & applications. However, a healthy discussion-cum-dialogue is not only welcome - it is highly recommended. With this in mind, students are encouraged to actively participate in constructive class discussions.
So as to be able to provide an adequate overview of the field of Marketing from a managerial standpoint, the fundamental concepts will be systematically presented and related to their applications. Examples, cases and caselets will be used to highlight the most relevant issues.
The primary mode of teaching will be lecture sessions interspersed with case discussions & real life examples & applications. However, a healthy discussion-cum-dialogue is not only welcome - it is highly recommended. With this in mind, students are encouraged to actively participate in constructive class discussions.
- Topics Covered
- Introduction
The Scope of Marketing
Fundamental Marketing Concepts - Company Orientations Towards the Marketplace
Analyzing the Macroenvironment - Conducting Marketing Research
- Strategic Planning
- Consumer Behavior & Buying Decision Process
- Market Segmentation, Targeting & Positioning
- Product Classifications
- New-Product Development & PLC Strategies
- Developing Pricing Strategies & Programs
- Managing Marketing Channels
Retailing - Integrated Marketing Communications
Advertising & Sales Promotion