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MBA 1C06: Marketing Management

Unit I: Marketing Basics Marketing and its core concepts; marketing management and its tasks; different philosophies of marketing management; marketing micro environment; marketing macro environment.

Unit II: Major Marketing Concepts and Consumer Behaviour Concepts and components of marketing mix; target marketing; market segmentation and positioning; market targeting; consumer buying behaviour; consumer buying decision process.

Unit III: Managing Products Basic concepts of a product; product mix and product line decisions; branding decisions; new product development process; innovation diffusion process.

Unit IV: PLC and Pricing Product life cycle strategies; meaning and significance of price; factors influencing pricing; general pricing approaches; pricing practices and strategies.

Unit V: Distribution and Communication Marketing channels and its functions; designing marketing channel; concepts and elements of promotion mix; basics of international marketing; basics of marketing information system.

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