IM60031: Marketing Management

IM60031
Course name	Marketing Management
Offered by	Industrial & Systems Engineering
Credits	3
L-T-P	3-0-0
Previous Year Grade Distribution
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Semester	Spring

Syllabus

Syllabus mentioned in ERP

Overview of marketing: Importance and scope of marketing, Marketing management and planning, and environments of marketing strategy. Markets and segmentation, Consumer buying behaviour, and Organizational buying behaviour. Research for marketing decisions: Problem formulation, Obtaining and organizing data, Analyzing associative data, and Selected activities in marketing research. Product and pricing strategies: product and service concepts, Product development strategy, and pricing concepts and practices. Placement and promotion strategy: Marketing channels, Distributing goods. Advertising, sales promotion and publicity, and Personal selling and sales management. Industrial marketing: Managing industrial sales, Industrial marketing communication, and Industrial distribution strategy and control. Books •Marketing Management, Phillip Kotler, Prentice Hall India