To introduce researchers to the elements of marketing analysis: marketing environment analysis, customer analysis.
To familiarize researchers to the generic business strategies and strategic marketing decisions for profitable delivery of superior value to the customers.
To impart knowledge of merchandising in the apparel industry.
12.00
Unit I:
Marketing Management: An Introduction
Meaning and Definition, Selling vs. Marketing, Nature and Scope of Marketing.
Consumer Behavior Influences and Buying Decision Process.
12.00
Unit II:
Marketing Segmentation, Targeting and Positioning Strategy
Marketing Research Process, Importance and Application.
Levels and Bases of Market Segmentation, Selecting Market Segments and Targeting.
Developing and Communicating Positioning Strategy
12.00
Unit III:
Product Planning, Branding and Pricing Strategies
Product Life-Cycle Marketing Strategies, Product Characteristics and Classifications.
Concept of Product-Mix, Product-Line Decisions
Branding, Brand Management, Brand Equity, Packaging and Labelling.
New Product Development Process.
12.00
Unit IV:
Managing Integrated Marketing Communications and Distribution Channels
Introduction to Integrated Marketing Communications, Advertising, Sales-Promotion, Public Relations and Personal Selling.
Role of Marketing Channels, Channel-Design Decisions, Channel- Management Decisions, Channel Integration and Systems, Channel Conflict and Co-operation
12.00
Unit V:
Developing Competitive Marketing Strategy and Managing the Marketing Effort
Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers.
Marketing Organization, Control of Marketing Operations, Objectives, Benefits and Techniques.
Customer Relationship Management
Essential Readings:
Kotler P., Keller K., Koshy A. , Jha M.(2007) Marketing Management A South Asian Perspective;Pearson Education (Singapore) Pvt. Ltd. 2007.
Saxena R., (2008) Marketing Management, Fourth Edition, Tata McGraw Hill.
References:
Govindarajan M. (2007) Marketing Management: Concepts, Cases, Challenges and Trend. PHI Learning Private Ltd.
Mullins J., Orville C. Walker(2013) Marketing Management-A Strategic Decision-Making Approach, Tata McGraw Hill, New York.
Bose C., (2010) Modern Marketing: Principles and Practice, PHI Learning Private Ltd.
Quinn M. and Byron L.,(1999) Superior Customer Service: The Prompt approach to Success,PHI Learning Pvt. Ltd.UK.
K. Panda,(2005) Marketing Strategies for emerging markets, Excel Books.
