Introduction to Marketing Management

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INTRODUCTION:

INTRODUCTION MARKETING MANAGEMENT

MODULE - I:

MODULE - I INTRODUCTION TO MARKETING MANAGEMENT Nature & Importance of Marketing Evolution of Marketing Concept Marketing Environment Domestic & International Marketing

MODULE - II:

MODULE - II CONSUMER BEHAVIOUR Buying roles & behaviour Models of buying decisions Factors influencing buying behaviour Buying process Changing pattern of CB

MODULE - III:

MODULE - III MARKET SEGMENTATION, TARGETING & POSITIONING Levels & patterns of Segmentation Market Targeting Market Positioning Marketing research – Scope & Types

MODULE - IV:

MODULE - IV PRODUCT & PRICING DECISIONS Concept of Product, Product Line & Product Mix New Product Development Packaging & Branding Pricing – Factors & Strategies PLC – Stages & Strategies

MODULE - IV:

MODULE - IV Contd… Promotion & Distribution – Promotion Mix, Advsmt Budget, Media Planning Sales Promotion – Obj., Tools & Techniques Distribution Channels – Physical Distribution & Channels of Distribution Wholesaling & Retailing

MODULE - V:

MODULE - V MARKETING ORGANIZATION & CONTROL SYSTEMS Organizing Marketing Department Marketing Control Techniques

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