BA7203 MARKETING MANAGEMENT Syllabus | Anna University Regulation 2013 MBA Second Semester Syllabus

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Anna University Syllabus - Anna University MBA Syllabus

BA7203 MARKETING MANAGEMENT Syllabus | Anna University Regulation 2013 MBA Second Semester Syllabus. Below is the Anna University 2013 Regulation Syllabus for 2nd Semester for MBA Master of Bussiness Administration, 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 Academic year 2013-2014 onwards for all its Affiliated institutions in Tamil Nadu.

BA7203 MARKETING MANAGEMENT LT P C
4 0 0 4
COURSE OBJECTIVE:
To understand the changing business environment
To identify the indicators of management thoughts and practices
to understand fundamental premise underlying market driven strategies
COURSE OUT COME:
 knowledge of analytical skills in solving marketing related problems
 awareness of marketing management process
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.
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.
18
TOTAL: 60 PERIODS
TEXT BOOKS
1. Philip Kortler and Kevin Lane Keller, Marketing Management, PHI 14th Edition, 2012
2. KS Chandrasekar, “Marketing management-Text and Cases”, Tata McGrawHill-Vijaynicole,
First edition,2010
3. Paul Baines, Chris Fill and Kelly Page, Marketing, Oxford University Press, 2nd Edition,2011.
4. Lamb, hair, Sharma, Mc Daniel– Marketing – An Innovative approach to learning and teaching-
A south Asian perspective, Cengage Learning –– 2012
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 Paul Baines, Chriss Fill Kelly Pagb, Marketing, II edition, Asian edition.