AN3001 MARKETING MANAGEMENT SYLLABUS | ANNA UNIVERSITY BE MECHANICAL AND AUTOMATION ENGINEERING 6TH SEMESTER SYLLABUS REGULATION 2008 2011 2012-2013 BELOW IS THE ANNA UNIVERSITY SIXTH SEMESTER B.E MECHANICAL AND AUTOMATION ENGINEERING DEPARTMENT SYLLABUS, TEXTBOOKS, REFERENCE BOOKS,EXAM PORTIONS,QUESTION BANK,PREVIOUS YEAR QUESTION PAPERS,MODEL QUESTION PAPERS, CLASS NOTES, IMPORTANT 2 MARKS, 8 MARKS, 16 MARKS TOPICS. IT IS APPLICABLE FOR ALL STUDENTS ADMITTED IN THE YEAR 2011 2012-2013 (ANNA UNIVERSITY CHENNAI,TRICHY,MADURAI, TIRUNELVELI,COIMBATORE), 2008 REGULATION OF ANNA UNIVERSITY CHENNAI AND STUDENTS ADMITTED IN ANNA UNIVERSITY CHENNAI DURING 2009
AN3001 MARKETING MANAGEMENT L T P C
3 0 0 3
(Common to Mechanical, Production and Mechatronics)
OBJECTIVE
To understand the various processes involved in Marketing and its Philosophy.
To learn the Psychology of consumers.
To formulate strategies for advertising, pricing and selling
UNIT I MARKETING PROCESS 9
Definition, Marketing process, dynamics, needs, wants and demands, marketing concepts,
environment, mix, types. Philosophies, selling versus marketing, organizations, industrial versus
consumer marketing, consumer goods, industrial goods, product hierarchy
UNIT II BUYING BEHAVIOUR AND MARKET SEGMENTATION 9
Cultural, demographic factors, motives, types, buying decisions, segmentation factors -
demographic -Psycho graphic and geographic segmentation, process, patterns.
63
UNIT III PRODUCT PRICING AND MARKETING RESEARCH 9
Objectives, pricing, decisions and pricing methods, pricing management. Introduction, uses, process
of marketing research.
UNIT IV MARKETING PLANNING AND STRATEGY FORMULATION 9
Components of marketing plan-strategy formulations and the marketing process, implementations,
portfolio analysis, BCG, GEC grids.
UNIT V ADVERTISING, SALES PROMOTION AND DISTRIBUTION 9
Characteristics, impact, goals, types, and sales promotions- point of purchase- unique selling
proposition. Characteristics, wholesaling, retailing, channel design, logistics, and modern trends in
retailing.
TOTAL : 45 PERIODS
TEXT BOOKS:
1. Ramasamy and Nama kumari, “Marketing Environment: Planning, implementation and control
the Indian context”, 1990.
2. Govindarajan. M, “Industrial marketing management”, Vikas Publishing Pvt. Ltd, 2003.
REFERENCES:
1. Philip Kolter, “Marketing Management”, Pearson Education 2001.
2. Green Paul.E.and Donald Tull, “Research for marketing decisions”, Prentice Hall of India. 1975.
3. Donald S. Tull and Hawkins, “Marketing Reasearch”, Prentice Hall of Inida-1997.
4. Philip Kotler and Gary Armstrong “Principles of Marketing” Prentice Hall of India, 2000.
5. Steven J.Skinner, “Marketing”, All India Publishers and Distributes Ltd. 1998.
AN3001 MARKETING MANAGEMENT L T P C
3 0 0 3
(Common to Mechanical, Production and Mechatronics)
OBJECTIVE
To understand the various processes involved in Marketing and its Philosophy.
To learn the Psychology of consumers.
To formulate strategies for advertising, pricing and selling
UNIT I MARKETING PROCESS 9
Definition, Marketing process, dynamics, needs, wants and demands, marketing concepts,
environment, mix, types. Philosophies, selling versus marketing, organizations, industrial versus
consumer marketing, consumer goods, industrial goods, product hierarchy
UNIT II BUYING BEHAVIOUR AND MARKET SEGMENTATION 9
Cultural, demographic factors, motives, types, buying decisions, segmentation factors -
demographic -Psycho graphic and geographic segmentation, process, patterns.
63
UNIT III PRODUCT PRICING AND MARKETING RESEARCH 9
Objectives, pricing, decisions and pricing methods, pricing management. Introduction, uses, process
of marketing research.
UNIT IV MARKETING PLANNING AND STRATEGY FORMULATION 9
Components of marketing plan-strategy formulations and the marketing process, implementations,
portfolio analysis, BCG, GEC grids.
UNIT V ADVERTISING, SALES PROMOTION AND DISTRIBUTION 9
Characteristics, impact, goals, types, and sales promotions- point of purchase- unique selling
proposition. Characteristics, wholesaling, retailing, channel design, logistics, and modern trends in
retailing.
TOTAL : 45 PERIODS
TEXT BOOKS:
1. Ramasamy and Nama kumari, “Marketing Environment: Planning, implementation and control
the Indian context”, 1990.
2. Govindarajan. M, “Industrial marketing management”, Vikas Publishing Pvt. Ltd, 2003.
REFERENCES:
1. Philip Kolter, “Marketing Management”, Pearson Education 2001.
2. Green Paul.E.and Donald Tull, “Research for marketing decisions”, Prentice Hall of India. 1975.
3. Donald S. Tull and Hawkins, “Marketing Reasearch”, Prentice Hall of Inida-1997.
4. Philip Kotler and Gary Armstrong “Principles of Marketing” Prentice Hall of India, 2000.
5. Steven J.Skinner, “Marketing”, All India Publishers and Distributes Ltd. 1998.
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