Masters of Business Administration:MARKETING MANAGEMENT

Operation Research for Business Decisions
Fundamentals of Operations Management
Entrepreneurship
Fundamentals of Financial Management
Fundamentals of marketing Management
Fundamentals of Human Resource Management
Business Ethics & Indian Ethos in Management
Business Research Methods

Course Objective
The objective of this course is to provide the students exposure to modern marketing concepts, tools, and
techniques, and help them develop abilities and skills required for the performance of marketing
functions.

Course Contents
Unit-1 Marketing Concepts
Customer Value and Satisfaction, Customer Delight, Conceptualizing Tasks and Philosophies of
Marketing Management, Value Chain, Scanning the Marketing Environment, Marketing Mix Elements,
Difference between marketing and Selling, Marketing and Corporate Strategy.
Case Study: Maruti Udyog limited I & II
Unit-2 Market Segmentation, Targeting, Positioning
Market Segmentations, Levels of Market Segmentations, Patterns, Procedures, Requirement for Effective
Segmentation, Evaluating the Market Segments, Selecting the Market Segments, Tool for Competitive
Differentiation, Developing a Positioning Strategy.
Case Study: Indian Air force
Unit -3 Product Decision
Objectives, Product Classification Product-Mix, Product Life Cycle Strategies, Product Diffusion Process,
Equity, Challenges, Repositioning, Branding, Packaging, Introduction of Labeling. New Product
Development Process,
Case Study: Indian home products (P) ltd
Unit-4 Pricing Decision
Pricing, Pricing Objectives, Demand Estimating, Price Elasticity, Pricing Decision framework, Factors
Affecting Price, Pricing Methods and Strategies, Pricing Practices, Internet and Pricing, Transfer Pricing,
High Sea Pricing
Case Study: Ajanta shoes company ltd
Unit-5 Distribution Decisions
Importance and Functions of Distribution Channel, Design of Distribution Channel, Management of
Channels, Distribution Channel Members, Vertical and Horizontal Marketing Systems, Wholesaling and
Retailing, introduction to Logistics,
Case Study: Anand distributors (P) ltd
Unit-6 Promotion Decisions
Effective Communication, Integrated Marketing Communication, Tools of IMC, Marketing Communication
Process, Promotion mix, Advertising, Personal Selling, Sales Promotion and Publicity and Public
Relations, Direct Marketing,
Case Study: Promotion of fairy Queen Express
Unit-7 Marketing Strategies for Leaders, Challenges, Followers and Nichers
Expanding to Market, Defining Market Share, and Expanding Market Share. Defining the Strategic Object
and Openness. Choosing Goal Attacking Strategies. Market Follower Strategies.
Unit-8 Emerging Trends in Marketing
An Introduction to Internet Marketing, Multi Level Marketing and Introduction of CRM, Importance of CRM,
CRM Process. E-Marketing, Green Marketing, Event Marketing, Types of Events, Sponsorship, Cause
Related Marketing, Concept of Rural Marketing, Global Marketing, Marketing for Non Profit Organizations