Management Accounting
201 - Marketing Management.
1. Marketing Concepts – Marketing Concept, Marketing Process, Marketing Mix, Customer value, Customer Satisfaction and delight, Functions of Marketing
2. Marketing Planning- Analysis of Marketing opportunity, Product Market Selection, Process of Marketing Planning and Contents of Marketing Plan
3. Sales Forecasting Concept and methods, Introduction to Marketing Research-Process- Scope, Obstacles in acceptance.
4. Consumer Behaviour- Factors influencing consumer behaviour- Consumer decision making process- Industrial Buyer behaviour Vs. Domestic Buyer behaviour.
5. Dealing with competition- Identification and Analysis of Competitors.
6. Market segmentation- Bases for market segmentation of consumer goods, industrial goods and services- Market Targeting and positioning strategies.
7. Market Evaluation and Controls- Process, types of control techniques- Marketing Audit- Marketing Ethics, internet Marketing, e commerce.
Books Recommended
1. Marketing Management- Philip Kotler, Pearson Education 2. Marketing Management- Philip Kotler and Kevin Lane Keller, Pearson Education 3. Fundamentals of Marketing-Stanton. 4. Marketing Management – Rajan Saxena, Tata McGraw Hill 5. Marketing Management- S. Ramaswamy and S. Namakumari, McMillan India 6. Marketing Management- Arun Kumar and N Meenaxi, Vikas Publishing 7. Marketing Concepts and Cases Michael J. Etzel, Bruce J. Walker, William J. Stanton, Ajay Pandit. 8. Principles of Marketing - Philip Kotler and Gary Armstrong, Pearson 9. Marketing Models- Lilien & Kotler & Moorthy, Prentice Hall 10. Marketing Management, B.V.Sangvikar, S.V.Kadavekar, Ravindra Deshmukh, C.M.Joshi,Biyani, Diamond 11. Marketing Management – TK Panda, Excel Books 12. Case Studies in Marketing – Indian context- R. Srinivas. 13. Case study solutions- H. Kaushal 14. Marketing Management
1. Marketing Concepts – Marketing Concept, Marketing Process, Marketing Mix, Customer value, Customer Satisfaction and delight, Functions of Marketing
2. Marketing Planning- Analysis of Marketing opportunity, Product Market Selection, Process of Marketing Planning and Contents of Marketing Plan
3. Sales Forecasting Concept and methods, Introduction to Marketing Research-Process- Scope, Obstacles in acceptance.
4. Consumer Behaviour- Factors influencing consumer behaviour- Consumer decision making process- Industrial Buyer behaviour Vs. Domestic Buyer behaviour.
5. Dealing with competition- Identification and Analysis of Competitors.
6. Market segmentation- Bases for market segmentation of consumer goods, industrial goods and services- Market Targeting and positioning strategies.
7. Market Evaluation and Controls- Process, types of control techniques- Marketing Audit- Marketing Ethics, internet Marketing, e commerce.
Books Recommended
1. Marketing Management- Philip Kotler, Pearson Education 2. Marketing Management- Philip Kotler and Kevin Lane Keller, Pearson Education 3. Fundamentals of Marketing-Stanton. 4. Marketing Management – Rajan Saxena, Tata McGraw Hill 5. Marketing Management- S. Ramaswamy and S. Namakumari, McMillan India 6. Marketing Management- Arun Kumar and N Meenaxi, Vikas Publishing 7. Marketing Concepts and Cases Michael J. Etzel, Bruce J. Walker, William J. Stanton, Ajay Pandit. 8. Principles of Marketing - Philip Kotler and Gary Armstrong, Pearson 9. Marketing Models- Lilien & Kotler & Moorthy, Prentice Hall 10. Marketing Management, B.V.Sangvikar, S.V.Kadavekar, Ravindra Deshmukh, C.M.Joshi,Biyani, Diamond 11. Marketing Management – TK Panda, Excel Books 12. Case Studies in Marketing – Indian context- R. Srinivas. 13. Case study solutions- H. Kaushal 14. Marketing Management