BA9223 MARKETING MANAGEMENT SYLLABUS | ANNA UNIVERSITY MBA 2nd SEM SYLLABUS REGULATION 2009 2011 2012-2013 BELOW IS THE ANNA UNIVERSITY SECOND SEMESTER MBA MASTER OF BUSINESS ADMINISTRATION 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), 2009 REGULATION OF ANNA UNIVERSITY CHENNAI AND STUDENTS ADMITTED IN ANNA UNIVERSITY CHENNAI DURING 2009
BA9223 MARKETING MANAGEMENT LT P C
4 0 0 4
UNIT I INTRODUCTION 12
Marketing – Definitions - Conceptual frame work – Marketing environment : Internal and
External - Marketing interface with other functional areas – Production, Finance, Human
Relations Management, Information System. Marketing in global environment – Prospects and
Challenges.
5
UNIT II MARKETING STRATEGY 12
Marketing strategy formulations – Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing – Consumer Marketing –– Services marketing – Competitor analysis - Analysis of
consumer and industrial markets – Strategic Marketing Mix components.
UNIT III MARKETING MIX DECISIONS 12
Product planning and development – Product life cycle – New product Development and
Management – Market Segmentation – Targeting and Positioning – Channel Management –
Advertising and sales promotions – Pricing Objectives, Policies and methods.
UNIT IV BUYER BEHAVIOUR 12
Understanding industrial and individual buyer behavior - Influencing factors – Buyer Behaviour
Models – Online buyer behaviour - Building and measuring customer satisfaction – Customer
relationships management – Customer acquisition, Retaining, Defection.
UNIT V MARKETING RESEARCH & TRENDS IN MARKETING 12
Marketing Information System – Research Process – Concepts and applications : Product –
Advertising – Promotion – Consumer Behaviour – Retail research – Customer driven
organizations - Cause related marketing - Ethics in marketing –Online marketing trends.
TOTAL:60 PERIODS
TEXT BOOKS
1. Philip Kotler and Kevin Lane, Marketing Management, PHI Learning / Pearson
Education 13th Edition, 2008
2. Paul Baisen et al, Marketing, Oxford University Press, 2008.
REFERENCES
1. Micheal R.Czinkota & Masaaki Kotabe, Marketing Management, Vikas Thomson
Learning, 2000.
2. Duglas,J.Darymple, Marketing Management, John Wiley & Sons, 2008.
3. NAG, Marketing successfully- A Professional Perspective, Macmillan 2008.
4. Boyd Walker, Marketing Management, McGraw Hill, 2002.
5. Dalvymple, Marketing Management, Wiley India Pvt Ltd, 2008.
6. Keith Flether, Marketing Management and Information Technology, Prentice Hall,
1998.
BA9223 MARKETING MANAGEMENT LT P C
4 0 0 4
UNIT I INTRODUCTION 12
Marketing – Definitions - Conceptual frame work – Marketing environment : Internal and
External - Marketing interface with other functional areas – Production, Finance, Human
Relations Management, Information System. Marketing in global environment – Prospects and
Challenges.
5
UNIT II MARKETING STRATEGY 12
Marketing strategy formulations – Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing – Consumer Marketing –– Services marketing – Competitor analysis - Analysis of
consumer and industrial markets – Strategic Marketing Mix components.
UNIT III MARKETING MIX DECISIONS 12
Product planning and development – Product life cycle – New product Development and
Management – Market Segmentation – Targeting and Positioning – Channel Management –
Advertising and sales promotions – Pricing Objectives, Policies and methods.
UNIT IV BUYER BEHAVIOUR 12
Understanding industrial and individual buyer behavior - Influencing factors – Buyer Behaviour
Models – Online buyer behaviour - Building and measuring customer satisfaction – Customer
relationships management – Customer acquisition, Retaining, Defection.
UNIT V MARKETING RESEARCH & TRENDS IN MARKETING 12
Marketing Information System – Research Process – Concepts and applications : Product –
Advertising – Promotion – Consumer Behaviour – Retail research – Customer driven
organizations - Cause related marketing - Ethics in marketing –Online marketing trends.
TOTAL:60 PERIODS
TEXT BOOKS
1. Philip Kotler and Kevin Lane, Marketing Management, PHI Learning / Pearson
Education 13th Edition, 2008
2. Paul Baisen et al, Marketing, Oxford University Press, 2008.
REFERENCES
1. Micheal R.Czinkota & Masaaki Kotabe, Marketing Management, Vikas Thomson
Learning, 2000.
2. Duglas,J.Darymple, Marketing Management, John Wiley & Sons, 2008.
3. NAG, Marketing successfully- A Professional Perspective, Macmillan 2008.
4. Boyd Walker, Marketing Management, McGraw Hill, 2002.
5. Dalvymple, Marketing Management, Wiley India Pvt Ltd, 2008.
6. Keith Flether, Marketing Management and Information Technology, Prentice Hall,
1998.
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