Masters of Business Administration:Basics of Marketing

Bharathiar University
In Coimbatore

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Important information

  • Master
  • Coimbatore
Description

Goals: To make the non management students understand the basic marketing theory and. concepts and the importance of marketing functions in a business enterprise. Objectives: To provide insights into the concepts, functions, principles and techniques of marketing. management. To enable the students to know about important topics like buyer behaviour,. segmentation, marketing mix and strategy.

Important information
Venues

Where and when

Starts Location
On request
Coimbatore
Bharathiar University, Coimbatore, 641046., Tamil Nadu, India
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Course programme

Goals:
To make the non management students understand the basic marketing theory and
concepts and the importance of marketing functions in a business enterprise.
Objectives:
To provide insights into the concepts, functions, principles and techniques of marketing
management.
To enable the students to know about important topics like buyer behaviour,
segmentation, marketing mix and strategy.
Contents:
Unit I
Marketing Philosophies - Importance of marketing - Functions of Marketing
management - Integrated Marketing - Customer centred organization - Marketing
Planning - Marketing Information System and Marketing Research.
Unit II
Marketing Environment - Consumer Behavior - Market Segmentation - Targeting and
Positioning - Demand measurement - Effective Marketing mix.
Unit III
Product Management - New product development - Product mix - Product life cycle -
Product line decisions - Branding and packaging - Pricing management objectives -
methods and policies.
Unit IV
Distribution Management - Functions of channel intermediaries. Types of channels -
selection - training - motivation and evaluation of channel members and market
logistics.
Unit V
Integrated marketing communication process and tools - Advertising - Sales Promotion
- Public Relations and Direct marketing decision - Controlling of marketing efforts.

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