MARKETING MANAGEMENT

Marketing is no longer a company department charged with a limited number of tasks- it is a company wide undertaking. It drives the company’s vision, mission and strategic planning. Marketing succeeds only when all departments work together to achieve goals. The student will be able to understand these concepts.

Section-A

Understanding Marketing Management-Importance and scope. Marketing strategies and plans- marketing and customer value. Marketing insights-information and scanning the environment, analyzing the macro environment. Rural Marketing: The profile of rural market of India. The main problem area in rural marketing, channel Management in rural markets, marketing communication in Rural Markets, Market Segmentation in rural market. Consumer Behavior and market segmentation- Targeting and positioning as per the changing pattern of Indian consumers-levels of market segmentation, segmenting consumer markets, market targeting. Product Life Cycle Strategy, New Product Development Strategy. Management of Marketing Efforts: building brands-dealing with competition, competitive brand strategy. Product Policy and Pricing decision, Channels of distribution .

Managing the Marketing programme-advertisement, sales promotion, direct marketing and personal selling, interactive marketing (E-Marketing) Marketing Research and Information System.