B.B.M Mangalore University-MARKETING MANAGEMENT

BM-204:MARKETING MANAGEMENT
OBJECTIVE:
The objective of this paper is to acquaint students to the concepts of marketing and its applications.
UNIT I
Marketing
Importance. Nature and Scope of Marketing; Importance of Marketing: Marketing Concepts-Traditional. Modern. Evolution: Selling Vs Marketing: Functions of Marketing
12 hrs.
UNIT II
Marketing Mix
PRODUCT: Meaning. Definitions. Concepts. Types (Consumers and Industrial goods) Product Planning and Development; Product Life Cycle. Elements of Product Mix (Branding. Packaging. Labelling, After Sales Service)
PRICE: Meaning, Definitions. Importance of Price. Factors affecting price of a product/service. Methods. 12 hrs.
UNIT III
MARKETING MIX (CONTINUED)
DISTRIBUTION CHANNELS AND PHYSICAL DISTRIBUTION:
Meaning. Definitions. Types. Factors affecting choice of a distribution channel. Marketing Intermediaries. Physical Distribution of goods-Types of Distribution Functions. Components of Physical Distribution. Importance of Physical Distribution Management
PROMOTION: Meaning. Promotion Mix: Advertising: Meaning. Characteristics; Personal Selling: Meaning. functions of salesman; Sales Promotion: Meaning. Tools: Public Relations. 12 hrs.
UNIT IV
RURAL MARKETING
Definition of Rural area. Importance. Nature and Scope: Rural Consumer: Characteristics. Attitudes and Behavior'. Buying Patterns and Influences. Segmenting Rural Markets.
12 hrs.
UNIT V
SERVICES MARKETING
Nature and Types of Services; Difference between services and goods marketing: Service market segmental ion; Targeting and Positioning. Marketing of Financial. Hospitality and Educational Services. 12 hrs.
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Total 60 hrs.
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BOOKS FOR REFERENCE & STUDY
1. K.D. Basava - Marketing Management
2. Rajagopal - Management Rural Business
3. Gopalaswamy - Rural Marketing
4. Philip Kotler - Marketing Management
5. S.A. Sherlekar - Marketing Management
6. Stanton W.J. Etzel Michael J. & Walker Bruce J - Fundamentals of Marketing
7. Namkumari and Ramaswami - Marketing Management
8. Christopher H Lovelock - Service Marketing
9. Shankar Ravi - Service Marketing (The Indian Experience)
10. Sontoki - Marketing Management
11. Rajan Nair - Marketing