Syllabus
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Course Code: MC 106 Course Name: Marketing Management |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Marketing: meaning, scope and importance; Evolution of marketing; Understanding marketing in new perspective. Managing the marketing mix, Marketing environment. Information system and marketing research: importance, scope and steps of marketing research process. Understanding consumer behaviour, Analysing business markets; Customer relationship management. Product: concept and classification; New product development; Product-mix and product line strategies; Product life cycle strategies; Branding, packaging, labeling and warranty. Price determination; Pricing policies and strategies. Promotion programme: advertising, sales promotion, public relations, publicity and personal selling. Distribution logistics and supply chain management; Marketing channels, Retailing, Wholeselling and physical distribution. Social, ethical and legal aspects of marketing. Marketing and information economy; Direct and online marketing. |
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