Marketing Management (MM) Revised Syllabus MBA Pune University – New Pattern 2008. This is an external subject for 100 Marks and the part of second Semester of MBA in Pune University affiliated colleges.
Subject Code: 201
Click on the Active links given below to open Notes of particular topic.
1. PRODUCT:
Product – Meaning, Goods & Services, Product Mix, Levels of Product, Product Life Cycle – Managing the product in Product Life Cycle. (8)
2. NEW PRODUCT DEVELOPMENT-
Types of new products – Test Marketing a new product – Portfolio analysis, Branding – Definition, Purpose and Significance, Branding decisions – Packaging & Labeling – Purpose, Types and new trends in packaging. (10)
3. PRICE:
Meaning, Importance, Pricing objectives, Factors influencing pricing decision – Approaches to pricing – Price & Non-price competition, Setting the price and managing the price changes. (8)
4. PLACE:
Introduction, Importance of Distribution Channels, Functions of distribution channels – Introduction to the various channels of distribution – Designing marketing channels – Introduction to Wholesaling, Retailing, Franchising, Direct Marketing, Impact of technology & Internet on distribution. (8)
5. PROMOTION:
Concept and role in marketing, Promotional Mix – Advertising, Sales Promotion, Personal Selling, Public Relations. Impact of technology & Internet on Promotion (8)
6. Extended P’s of Marketing –
People, Process & Physical Evidence (8)
7. Case Studies
Caselets Discussions (10)
Books Recommended:-
Marketing Management – Philip Kotler, 12th ed.
Principles of Marketing – Philip Kotler
Fundamentals of Marketing – Stanton
Marketing Management – V.S.Ramaswamy and S. Namakumari
Principles of Marketing 12th Edition – Philip Kotler and Gary Armstrong
Marketing Models – Lilien & Kotler & Moorthy
Case Studies in Marketing – Indian context – R.Srinivas
Case study solutions – H.Kaushal
Marketing Management – Dr. Rajan Saxena
Marketing – Gandhi
