Marketing Management
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Follow on Instagram for UpdatesMarketing Management Syllabus — Unit-wise Content
The official GTU curriculum for Marketing Management (subject code 2724604) as prescribed for M(E · Semester 2 divides the course into 10 units, covering 90 listed topics. The unit-wise breakdown below is read from the GTU syllabus document for this subject code, so you can check what the course actually covers before deciding which papers to attempt.
Download the official syllabus PDF (2724604)Unit 1 Introduction to Marketing
- Marketing defined
- Marketing Concepts
- Marketing functions
- Marketing Environment
- Marketing mix
- Strategic marketing planning – an overview
Unit 2 Market Analysis and Selection
- Marketing environment – macro and micro components and their impact on marketing decisions
- Market segmentation and positioning
- Buyer behavior
- consumer versus organizational buyers
- Consumer decision making process
Unit 3 Marketing Planning
- Planning Process
- Strategic Business Units
- Market Segmentation and Market Targeting Segmentation Procedure
- Market Targeting
- Product Positioning
Unit 4 Marketing Mix
- Marketing mix variables and their importance
- Pricing Strategies: Meaning of pricing
- Factors influencing price determination
- Demand market based pricing
- Tender pricing
- Product line pricing
- Selecting the final price
Unit 5 Product Decisions
- Concept of a product
- Classification of products
- Major product decisions
- Product line and product mix
- Packaging and labeling
- Product life cycle – strategic implications
- New product development and consumer adoption process
- Pricing Decisions: Factors affecting price determination
- Pricing policies and strategies
- Discounts and rebates
Unit 6 Distribution Channels and Physical Distribution Decisions
- functions, and types of distribution channels
- Distribution channel intermediaries
- Channel management decisions
- Retailing and wholesaling
- Promotion Decisions: Communication Process
- Promotion mix – advertising
- personal selling
- sales promotion
- publicity and public relations
- Determining advertising budget
- Copy designing and testing
- Media selection
- Advertising effectiveness
- Sales promotion – tools and techniques
Unit 7 Marketing Research
- Marketing Research Process
- Research objectives
- Research Plan development
- Collecting information
Unit 8 Product Development
- Idea generation
- Concept development and Testing
- Market Testing
- Marketing Communication: Marketing mix variables communicate
- Steps in developing effective communication
Unit 9 Advertising Management
- Factors in advertising
- Advertising Portfolio Selection
- Deciding message or copy
- Sales Promotion: Sales Promotion Tools
- Consumer promotion tools
- Business promotion tolls
Unit 10 Issues and Developments in Marketing
- ethical and legal aspects of marketing
- Marketing of services
- International marketing
- Green marketing
- Cyber marketing
- Relationship marketing and other developments of marketing
- References Books: 1
- Marketing Management - Analysis
- Implementation and Control
- Prentice- Hall of India
- New Delhi
- Marketing Management - Planning
- V.S. and Namkumari
- Macmillan India Limited
- Marketing Research - Text
- Applications and Case Studies
- New Age International (P) Limited Publishers
- Fundamentals of Marketing
- M.J. and Walker
- McGraw-Hill International Edition
- Sales Management and Sales Promotion
- M.J.First Edition
- RBSA Publishers
- Marketing Management
- Tata-McGraw Hill
- New Delhi. 7
- Basic Marketing: A managerial approach
- New York
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