MI4304 Marketing Management – I Syllabus:

MI4304 Marketing Management – I Syllabus – Anna University PG Syllabus Regulation 2021

COURSE OBJECTIVES:

 The objective of this course is to provide basic knowledge of concepts, principles, tools and techniques of marketing.
 To provide an exposure to the students pertaining to the nature and Scope of marketing, which they are expected to possess when they enter the industry as practitioners.
 To give them an understanding of the basic philosophies and tools of marketing management.

UNIT – I INTRODUCTION TO MARKETING MANAGEMENT:

Introduction – Market and Marketing – the Exchange Process- Core Concepts of Marketing – Functions of Marketing – Importance of Marketing – Marketing Orientations -Marketing Mix-The Traditional 4Ps – The Modern Components of the Mix – The Additional 3Ps – Developing an Effective Marketing Mix.

UNIT – II MARKETING ENVIRONMENT:

Introduction – Environmental Scanning – Analysing the Organization’s Micro Environment – Company’s Macro Environment, Differences between Micro and Macro Environment – Techniques of Environment Scanning – Marketing organization – Marketing Research and the Marketing Information System, Types and Components.

UNIT – III CONSUMER AND BUSINESS BUYER BEHAVIOUR:

Introduction – Characteristics – Types of Buying Decision Behaviour – Consumer Buying Decision Process – – Buying Motives – Buyer Behaviour Models – Characteristics of Business Markets – Differences between Consumer and Business Buyer Behaviour – Buying Situations in Industrial/Business Market – Buying Roles in Industrial Marketing – Factors that Influence Business Buyers – Steps in Business Buying Process

UNIT – IV SEGMENTATION, TARGETING AND POSITIONING:

Introduction – Concept of Market Segmentation – Benefits of Market Segmentation – Requisites of Effective Market Segmentation – The Process of Market Segmentation – Bases for Segmenting Consumer Markets – Targeting (T) – Market Positioning (P)

UNIT – V INTERNATIONAL MARKETING MANAGEMENT:

Introduction – Nature of International Marketing – International Marketing Concept – International Market Entry Strategies – Approaches to International Marketing – International Product Policy

TOTAL: 45 PERIODS

COURSE OUTCOMES:

• Knowledge of basic understanding in solving marketing related problems.
• Awareness of marketing management process, and the marketing mix elements.

TEXT BOOKS:

1. Marketing Management, Sherlekar S.A, Himalaya Publishing House,2016.
2. Marketing Management , Philip Kortler and Kevin Lane Keller, PHI 15th Edition, 2015

REFERENCES:

1. Marketing Management Global Perspective, Indian Context, V.S.Ramaswamy &
S.Namakumari, Macmillan Publishers India, 5th edition, 2015
2. Marketing Management, S.H.H. Kazmi, 2013, Excel Books India.
3. Marketing Management- text and Cases, Dr. C.B.Gupta & Dr. N.Rajan Nair, 17th edition, 2016.