Post Graduate Diploma in Marketing Management

To enable the students to understand the market and marketing concepts, functions
and systems by emphasizing on strategies and global market.
Goals:
To enable the students to learn the basic functions, principles and concepts of
marketing for effective managerial function.
Objectives:
On successful completion of the course the students should have:
Understand the marketing concepts and tasks in the global economy.
To learn the buyer behaviour and factors influencing the buyer behaviour.
To understand the marketing communication process and mix along with the marketing
channels.
Unit I
Marketing Concepts and Tasks, Defining and delivering customer value and satisfaction
- Value chain - Delivery network, Marketing environment, Adapting marketing to new
liberalised economy - Digitalisation, Customisation, Changing marketing practices,
e-business - setting up websites; Marketing Information System, Strategic marketing
planning and organization.
Unit II
Buyer Behaviour, Market Segmentation and Targeting, Positioning and differentiation
strategies, Product life cycle strategies, New product development, Product Mix and
Product line decisions, Branding and Packaging, Price setting - objectives, factors and
methods, Price adapting policies, Initiating and responding to price changes.
Unit III
Marketing channel system - Functions and flows; Channel design, Channel
management - Selection, Training, Motivation and evaluation of channel members;
Channel dynamics - VMS, HMS, MMS; Market logistics decisions.
Unit IV
Integrated marketing communication process and Mix; Advertising, Sales promotion
and Public relation decisions. Direct marketing - Growth, Benefits and Channels;
Telemarketing; Salesforce objectives, structure, size and compensation.
Unit V
Identifying and analysing competitors, Designing competitive strategies for leaders,
challengers, followers and nichers : Customer Relationship marketing - Customer
database, Data warehousing and mining. Attracting and retaining customers,
Customerism in India, Controlling of marketing efforts.
Global Target market selection, standardization Vs adoptation, Product, Pricing,
Distribution and Promotional Policy.