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Syllabus || SNS Courseware
Subject Details
Dept     : MBA
Sem      : 1
Regul    : R2023
Faculty : Shamini.S.D
phone  : NIL
E-mail  : shamini.sd.mba@snsct.org
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Syllabus

UNIT
1
INTRODUCTION

Definition of Marketing - Scope - Core concepts - Evolution of Marketing - Marketing Environment - Marketing interface with other functional areas - Understanding the Marketing Plan. Sustainable Marketing: Ethics and Social Responsibility in Marketing.

UNIT
2
CONSUMER BEHAVIOR

Buyer behavior; Customer Value, Satisfaction & Loyalty, Influencing factors on Consumer Behavior - Buying situation - Buying decision process.

UNIT
3
CREATING CUSTOMER VALUE

Marketing Mix elements - Segmenting the market - Target Market Selection - Market Positioning

UNIT
4
PRODUCT MANAGEMENT & PRICING

Product Management: Features - Classification - Levels - Product Mix - Product planning and development - Product Life Cycle - Factors affecting pricing decisions, Methods of Pricing. Brand Equity.

UNIT
5
BUSINESS MARKETING

The Role of Marketing Channels: Channel Functions & Flows, Channel Levels. Channel Options: Introduction to Wholesaling, Retailing, Franchising, Direct Marketing. Communication Mix Elements: Introduction to Advertising, Sales promotion, Personal Selling, Public Relations, Direct Selling. Recent Concepts in Marketing, Global Marketing Strategies

Reference Book:

Rajan Saxena, ‘Marketing Management’, 54th Edition, Tata McGraw Hill. Arun Kumar and N.Meenakshi, ‘Marketing Management’, 3rd Edition, Vikas Publishing.

Text Book:

V.S.Ramaswamy and S Namakumari, ‘Marketing Management’, 5th Edition, McGraw Hill Education. Philip Kotler and Kevin Lane Keller, ‘Marketing Management’, Pearson Education India 15th edition, 2017.