MI4603 Marketing Management – II Syllabus:
MI4603 Marketing Management – II Syllabus – Anna University PG Syllabus Regulation 2021
COURSE OBJECTIVES :
To understand the changing business environment.
To identify the indicators of management thoughts and practices.
To understand fundamental premise underlying market driven strategies.
UNIT I PRODUCT MANAGEMENT
Product- Meaning, Classification of Products, Levels of Products- Product Hierarchy- Product Development Strategies and Product Life Cycle (PLC) – Product Line Strategies – Product Mix Strategies – Packaging and Labelling – New Product Development – BRAND: Introduction to Brand and Branding – Advantages and disadvantages of branding – Brand Equity – Brand Positioning -Brand Development – Models in Branding.
UNIT II PRICING
Introduction – Factors Affecting Price Decisions – Cost Based Pricing – Value Based and Competition Based Pricing – Product Mix Pricing Strategies – Adjusting the Price of the Product – Initiating and Responding to the Price Changes – Global and International Pricing.
UNIT III DISTRIBUTION MANAGEMENT
Introduction – Need for Marketing Channels – Decisions Involved in Setting up the Channel – Channel Management Strategies – Introduction to Logistics Management – Reverse Logistics – Backward and Forward Integration – Introduction to Retailing and Wholesaling.
UNIT IV PROMOTION MANAGEMENT
Non-personal and personal communication channels: Introduction – Integrated Marketing Communications (IMC) – Communication Development Process – Budget Allocation Decisions in Marketing Communications – Introduction to Advertising, Fundamentals of Sales Promotion – Basics of Public Relations and Publicity- Personal Selling – Sales Management Basics – HR Practices inSales Management – Evaluation of Training -Personal Selling Process – Direct Marketing.
UNIT V CUSTOMER RELATIONSHIP MANAGEMENT AND OTHER CONTEMPORARY ISSUES
Introduction -Relationship Marketing Vs. Relationship Management – Definitions of Customer Relationship Management (CRM) – Forms of Relationship Management – Managing Customer Loyalty and Development – Reasons Behind Losing Customers by Organisations – Significance of Customer Relationship Management -Social Actions Affecting Buyer-Seller Relationships. CRM practices in Rural Marketing – Services Marketing – E-Marketing or Online Marketing.
TOTAL : 45 PERIODS
COURSE OUTCOMES :
Knowledge of analytical skills in solving marketing related problems.
Awareness of marketing management process.
TEXT BOOKS:
1. Marketing Management- An Indian perspective, Vijay Prakash Anand, Biztantra, Second edition, 2016.
2. Marketing Management Global Perspective, Indian Context, V.S.Ramaswamy & S.Namakumari, Macmillan Publishers India,5th edition, 2015.
REFERENCES
1. Marketing Management, S.H.H. Kazmi, 2013, Excel Books India.
2. Marketing Management- text and Cases, Dr. C.B.Gupta & Dr. N.Rajan Nair, 17th edition, 2016.
3. Marketing Management, Sherlekar S.A, Himalaya Publishing House,2016.