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MM-V10A
(PGCBM 2010-11A : Term-III)
Marketing Management
(Faculty: Prof. Subhasis Ray)
COURSE OUTLINE
In a flat world where markets are in recession, marketing assumes great significance, both for the leaders and the followers. In this basic course for marketing, the participants will be exposed to the principles and some fundamental concepts of marketing. They will be able to appreciate the challenges that managers face in creating and retaining market share as well as the strategic role that marketing plays in the modern organization. Executives from a non-marketing background can expect understanding of how marketing today s is no longer a ‘sales
department’
, but a crucial element for the organization’s survival.
Course Contents
:
Session 1: Introduction to marketing and its evolution
Session 2: Analyzing competition
Session 3: Segmentation, Targeting and Positioning
Session 4: Market Research and sales forecasting
Session 5: Customer Satisfaction and Consumer Behavior
Session 6: Product and Brand management
Session 7: Marketing channels
Session 8 : Understanding pricing
Session 9: Integrated marketing communication
Session 10: Services Marketing
Session 11: Business-to-Business Marketing
Session 12: Direct and online marketing
Session13: Marketing & society
Evaluation1 Quiz 1: 50, End term: 50
Text; Marketing management- Kotler, Keller, Koshy and Jha
Created By:
Bijoy Kar
on
08/10/2011
at
02:41 PM
Category
:
PGCBM
Doctype
:
Document
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