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Unit VII: Marketing Management

Categories: Management
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About Course

Unit VII: Marketing Management

Note: This module is currently a Work in Progress.

Topics Covered:

  1. Marketing: Concept, Orientation, Trends, and Tasks, Customer Value and Satisfaction
  2. Market Segmentation, Positioning, and Targeting
  3. Product and Pricing Decision: Product Mix, Product Life Cycle, New Product Development, Pricing – Types, and Strategies
  4. Place and Promotion Decision: Marketing Channels and Value Networks, VMS, IMC, Advertising, and Sales Promotion
  5. Consumer and Industrial Buying Behaviour: Theories and Models of Consumer Behaviour
  6. Brand Management: Role of Brands, Brand Equity, Equity Models, Developing a Branding Strategy, Brand Name Decisions, Brand Extensions and Loyalty
  7. Logistics and Supply Chain Management: Drivers, Value Creation, Supply Chain Design, Designing and Managing Sales Force, Personal Selling
  8. Service Marketing: Managing Service Quality and Brands, Marketing Strategies of Service Firms
  9. Customer Relationship Marketing: Relationship Building, Strategies, Values, and Process
  10. Retail Marketing: Recent Trends in India, Types of Retail Outlets
  11. Emerging Trends in Marketing: Concept of e-Marketing, Direct Marketing, Digital Marketing, and Green Marketing
  12. International Marketing: Entry Mode Decisions, Planning Marketing Mix for International Markets.
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Course Content

Marketing
Marketing: Concept, Orientation, Trends, and Tasks, Customer Value and Satisfaction

  • –Case Study: Marketing
  • **Introduction to Marketing
  • **Core Marketing Management Philosophies
  • **Marketing Myopia
  • Marketing Process
  • **Marketing Mix: 4Ps of Marketing
  • 4A’s framework of Marketing
  • **Customer Value, Equity and Satisfaction
  • Steps in Global Marketing Process
  • Competitive Market Structure Theory | 1967 | Philip Kotler
  • **Attack Marketing Strategies

Market Segmentation, Positioning, and Targeting
Market Segmentation, Positioning, and Targeting

Product and Pricing Decision
Product and Pricing Decision: Product Mix, Product Life Cycle, New Product Development, Pricing – Types, and Strategies

Place and Promotion Decision
Place and Promotion Decision: Marketing Channels and Value Networks, VMS, IMC, Advertising, and Sales Promotion.

Consumer and Industrial Buying Behaviour
Consumer and Industrial Buying Behaviour: Theories and Models of Consumer Behaviour

Brand Management
Brand Management: Role of Brands, Brand Equity, Equity Models, Developing a Branding Strategy, Brand Name Decisions, Brand Extensions and Loyalty

Logistics and Supply Chain Management
Logistics and Supply Chain Management: Drivers, Value Creation, Supply Chain Design, Designing and Managing Sales Force, Personal Selling

Service Marketing
Service Marketing: Managing Service Quality and Brands, Marketing Strategies of Service Firms

Customer Relationship Marketing
Customer Relationship Marketing: Relationship Building, Strategies, Values, and Process

Retail Marketing
Retail Marketing: Recent Trends in India, Types of Retail Outlets

Emerging Trends in Marketing
Emerging Trends in Marketing: Concept of e-Marketing, Direct Marketing, Digital Marketing, and Green Marketing

International Marketing
International Marketing: Entry Mode Decisions, Planning Marketing Mix for International Markets.

Unit VII : Evaluation
Unit VII : Evaluation

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Anushka Dwivedi
12 months ago
very nice