Marketing Management SYBCOM Semester IV (Business Management) Manan Prakashan

Business Management
Marketing Management SYBCOM Manan Prakashan
Semester IV

Content:
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 behavior
(c) Steps in the consumer purchase decision process (with respect to high-involvement and low-involvement products)
(d) Factors affecting organizational buyer behavior
(e) Steps in organizational 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