Description

Marketing Management

SYBCOM Semester IV

Syllabus

Module – I : Distribution
(a) Types of middlemen
(b) Factors affecting channel decisions
(c) Functions performed by middlemen
(d) Logistics: Meaning and components
(e) E-marketing : Meaning, Merits and demerits of e-marketing
(f) Online Retailing – Successful online retailers in India and abroad

Module – II : Promotion
(a) Elements of promotion mix
(b) Objectives of promotion and marketing communication
(c) Factors affecting promotion mix decisions
(d) Steps in designing a marketing communication program
(e) Role of Social Media in marketing communication

Module – III : Understanding Buyer Behaviour
(a) Comparing consumer markets (individuals and households) with organizational buyers (Industrial/Business houses)
(b) Factors affecting consumer behaviour
(c) Steps in consumer purchase decision process (with respect to high involvement and low involvement products)
(d) Factors affecting organisational buyer behaviour
(e) Steps in organisational purchase decision process (with respect to different buying situations)

Module – IV : Marketing of Services and Rural Marketing
(a) Services: Definition and features
(b) Marketing mix for services marketing
(c) Managing service quality and productivity
(d) Rural market scenario in India
(e) Factors contributing to the growth of rural markets in India
(f) Challenges of rural marketing
(g) Strategies to cope with the challenges of rural marketing