Masters of Business Administration:Basics of Marketing

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.