MM (MBA 2nd)

Unit –I

Understanding Marketing and Consumers: Definition, Importance, Scope, Various

Marketing Concepts, Marketing Mix, Marketing vs Selling, Effect Of Liberalization and

Globalization, Creating Customer Value. Analyzing Marketing Environment- Micro,

Macro Corporate Strategic Planning: defining role marketing strategies, Marketing planning

process. Marketing Information System: Concept and Components. Understanding

Consumer Behaviour, Factors Influencing Consumer Buying Behaviour, Business Buying

Process, Understanding Business Buyer Behaviour.

Unit –II

Creating and Managing Product: Market Segmentation & Targeting. Differentiation &

Positioning, Competitors Analysis. Product Decisions: Product Mix, Packaging And

Labelling Decisions, Branding & Brand Equity, Services Marketing, New Product

Development, Consumer Adoption Process, Product Life Cycle and Strategies. Pricing 

Decisions: Objectives, Factors Affecting Pricing Decisions, Pricing Methods, Price Changes,

Pricing Strategies.

Unit –III

Delivering and Promoting Product: Supply Chain Decisions: Nature, Types, Channel

Design and Channel Management Decisions, Retailing, Wholesaling, Managing Logistics

and Supply Chain. Promotion Decisions: Communication Process, Promotion Mix,

Advertising, Sales Promotion, Public Relations, Direct Selling and Online Marketing.

Personal Selling: Personal Selling Process, Managing the Sales Force, Designing Quota &

Territories, Evaluating Performance.

Unit –IV

Emerging Trends in Marketing: Green Marketing, Event Marketing, Network Marketing,

Direct Marketing, Social Marketing, Buzz Marketing/ Viral Marketing, Consumerism,

Customer Relationship Management (CRM), Customer Satisfaction, Loyalty, Retention,

Global Marketing, Rural Marketing, E-Commerce: Marketing In The Digital Age.