Unit VII: Marketing Management

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
**Customer Value, Equity and Satisfaction
**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

Student Ratings & Reviews

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Anushka Dwivedi

4 months ago

very nice

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

**Customer Value, Equity and Satisfaction

**Attack Marketing Strategies

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

Market Targeting

Market Segmentation

**Segmentation Basis

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

**Product Mix

Product Life Cycle Theory: 1966: Raymond Vernon

Product Life Cycle

Product Life Cycle Patterns

**New Product Development

**Pricing Strategies

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

**Marketing Channels

Integrated Marketing Communication (IMC)

**Public Relations

**Advertising Types

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

Assael’s Buyer Behaviour Model : Henry Assael

Buyer-Readiness Stages: 1961: Lavidge and Steiner

–5-stage consumer buying decision process

AIDA Model : 1898: Elmo Lewis

McGuire’s Response Model: 1969: William J. McGuire

Industrial Buying Behaviour

Factors Influencing Buying Behaviour

–Tools to Understand Consumer Behaviour

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

**Introduction to Brand Management

**Branding Strategies

**Developing a branding strategy

**Brand Equity

**Aaker’s Brand Equity/Identity Model : 1991/1996 : David A. Aaker

**Branding Models based on Customer Perception or Brand Proposition

Consumer Loyalty

Brand Dynamics Pyramid

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

Marketing Logistics

Marketing Logistics (physical distribution) Decisions

**Design of a distribution logistics system

**Agile Supply Chain Design

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

Introduction to Service Marketing

**The 4 I’s of Services

**Service Differentiation

Service Quality Gaps Model: 1985: Parasuraman, Zeithaml, and Berry

**Barriers Associated with Service Quality Gaps Model

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

**Customer Relationship Management

CRM Strategy

Customer Lifetime Value

Customer Relationship Group Matrix: Philip Kotler

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

Introduction to Retail

**Types of Retail Outlets

–Strategic Decisions for Retail Firm

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

**Direct Marketing

**Direct Selling

Digital Marketing

**Contextual Digital Marketing

–Personal Selling

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

–Entry Modes

EPRG Framework of Business Orientation : 1969 : Howard V. Perlmutter

**Introduction to International Marketing

Unit VII : Evaluation Unit VII : Evaluation

Ultimate Quiz : Unit VII

Student Ratings & Reviews

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

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