MG6072 Marketing Management - Syllabus-Semester VI-Elective-MECH-BE-Anna University

NotesKhan MG6072 Marketing Management - Syllabus-Semester VI-Elective-MECH-BE-Anna University MECH SEM VI Syllabus, MECH SYLLABUS

 

 

 

OBJECTIVES:

 

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• To enable students to deal with newer concepts of marketing concepts like strategic marketing segmentation, pricing, advertisement and strategic formulation. The course will enable a student to take up marketing as a professional career.

 

UNIT I             MARKETING PROCESS                                                                                                9

Definition, Marketing process, dynamics, needs, wants and demands, marketing concepts, environment, mix, types. Philosophies, selling versus marketing, organizations, industrial versus consumer marketing, consumer goods, industrial goods, product hierarchy.

 

UNIT II             BUYING BEHAVIOUR AND MARKET SEGMENTATION                                            9

Cultural, demographic factors, motives, types, buying decisions, segmentation factors - demographic - Psycho graphic and geographic segmentation, process, patterns.

 

UNIT III          PRODUCT PRICING AND MARKETING RESEARCH                                                  9

Objectives, pricing, decisions and pricing methods, pricing management. Introduction, uses, process of marketing research.

 

UNIT IV           MARKETING PLANNING AND STRATEGY FORMULATION                                     9

Components of marketing plan-strategy formulations and the marketing process, implementations, portfolio analysis, BCG, GEC grids.

 

UNIT V            ADVERTISING, SALES PROMOTION AND DISTRIBUTION                                      9

Characteristics, impact, goals, types, and sales promotions  - point of purchase - unique selling proposition. Characteristics, wholesaling, retailing, channel design, logistics, and modern trends in retailing, Modern Trends, e-Marketing.

 

 

OUTCOMES :

 

TOTAL: 45 PERIODS

 

• The learning skills of Marketing will enhance the knowledge about Marketer’s Practices and create insights on Advertising, Branding, Retailing and Marketing Research.

 

TEXT BOOKS:

1. Philip Kolter & Keller,  “Marketing Management”, Prentice Hall of India, 14th edition, 2012.
2. Chandrasekar. K.S., “Marketing Management Text and Cases”, 1st Edition, Tata McGraw Hill – Vijaynicole, 2010.

 

REFERENCES:

1. Ramasamy and Nama kumari, “Marketing Environment: Planning, implementation and control the Indian context”, 1990.
2. Czinkota&Kotabe, “Marketing management”, Thomson learning, Indian edition 2007
3. Adrain palmer, “ Introduction to marketing theory and practice”, Oxford university press IE

2004.

4. Donald S. Tull and Hawkins, “Marketing Reasearch”, Prentice Hall of Inida-1997.
5. Philip Kotler and Gary Armstrong “Principles of Marketing” Prentice Hall of India, 2000.
6. Steven J.Skinner, “Marketing”, All India Publishers and Distributes Ltd. 1998.
7. Graeme Drummond and John Ensor, "Introduction to marketing concepts", Elsevier, Indian

Reprint, 2007.