CMG340 Principles of Marketing Management for Business Syllabus:
CMG340 Principles of Marketing Management for Business Syllabus – Anna University Regulation 2021
COURSE OBJECTIVES:
To provide basic knowledge of concepts, principles, tools and techniques of marketing for entrepreneurs
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 fundamental premise underlying market driven strategies and the basic philosophies and tools of marketing management for business owners.
UNIT I INTRODUCTION TO MARKETING MANAGEMENT
Introduction – Market and Marketing – Concepts- 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 Organisation’s Micro Environment and 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 PRODUCT AND PRICING MANAGEMENT
Product- Meaning, Classification, Levels of Products – Product Life Cycle (PLC) – Product Strategies – Product Mix – Packaging and Labelling – New Product Development – Brand and Branding – Advantages and disadvantages of branding Pricing – Factors Affecting Price Decisions – Cost Based Pricing – Value Based and Competition Based Pricing – Pricing Strategies – National and Global Pricing.
UNIT IV PROMOTION AND DISTRIBTUION MANAGEMENT
Introduction to Promotion – Marketing Channels- Integrated Marketing Communications (IMC) – Introduction to Advertising and Sales Promotion – Basics of Public Relations and Publicity – Personal Selling – Process – Direct Marketing – Segmentation, Targeting and Positioning (STP)-Logistics Management- Introduction to Retailing and Wholesaling.
UNIT V CONTEMPORARY ISSUES IN MARKETING MANAGEMENT
Introduction – Relationship Marketing Vs. Relationship Management – Customer Relationship Management (CRM) – Forms of Relationship Management – CRM practices – Managing Customer Loyalty and Development – Buyer-Seller Relationships- Buying Situations in Industrial / Business Market – Buying Roles in Industrial Marketing – Factors that Influence Business – Services Marketing – E-Marketing or Online Marketing.
TOTAL 45 : PERIODS
COURSE OUTCOMES:
After completion of this course, the students will be able to :
CO1 Have the awareness of marketing management process
CO2 Understand the marketing environment
CO3 Acquaint about product and pricing strategies
CO4 Knowledge of promotion and distribution in marketing management.
CO5 Comprehend the contemporary marketing scenairos and offer solutions to marketing issues.
REFERENCES:
1. Marketing Management, Sherlekar S.A, Himalaya Publishing House, 2016.
2. Marketing Management , Philip Kortler and Kevin Lane Keller, PHI 15th Ed, 2015.
3 Marketing Management- An Indian perspective, Vijay Prakash Anand, Biztantra, Second edition, 2016.
4. Marketing Management Global Perspective, Indian Context, V.S.Ramaswamy & S.Namakumari, Macmillan Publishers India,5th edition, 2015.
5. Marketing Management, S.H.H. Kazmi, 2013, Excel Books India.
6. Marketing Management- text and Cases, Dr. C.B.Gupta & Dr. N.Rajan Nair, 17th edition, 2016.