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Marketing Strategies and Practices MCOM Semester III Manan Prakashan


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Marketing Strategies and Practices MCOM Part 2 Semester III



1. Introduction to Marketing Strategies


Introduction: Marketing Strategies – Concept, Evolution, Role/ Importance, Types, Formulation of  Marketing Strategies – Steps


l Marketing Opportunities and Plan: Analysing Marketing Opportunities, Future of Marketing, Effective Marketing Plan


l New Marketing Strategies: Holistic, New Brand, Service, Green and  Guerrilla Marketing Strategies


2. Developing Marketing Strategies & Plans


l Marketing Mix : Marketing Strategy Implementation – Steps, Marketing Mix 4 P’s – Importance, Alternative Marketing Mix Prepositions – Profit, People, and Planet


l Marketing Plans : Marketing Planning – Importance, Types and Content, Strategic Business Unit – Structure, SWOT Analysis


l Defensive Marketing Strategies: Importance, Types, Offensive V/S Defensive Marketing Strategies, Position Defense Strategies


3. Market Environmental Trends & Building Customer Value


l Environmental Analysis: Analysing the Macro Environment, Theories of Marketing – PESTLE Analysis, VRIO Analysis, Porter’s Competency Model, and Customer Perceived Value (CPV)


l Customer Value: Applying Customer Value and Satisfaction, Customer Relationship Management (CRM) – Concepts and Techniques


l Customer Loyalty: Importance, Consumer Behaviour – Impact of Personal, Cultural, Social and Psychological Factors


4. Recent Trends in Marketing Strategies


l Emerging Strategies: 21st Century Marketing Strategies, Global Marketing Strategies, and Strategies for Entering  Emerging Market


l E-Marketing: Concept, Pros and Cons, Digital Marketing – Concept and Features, Experiential Marketing – Concept and Features, Hospitality Marketing Management


l Social Marketing: Social Marketing – Importance, Barriers, Trends in Marketing Practices in India and across Globe.


Additional Information


BOARD Mumbai University
ISBN-13 978-81-94785-96-5
AUTHOR Michael Vaz and Aurora vaz
PUBLISHER Manan Prakashan
ED All
SUBJECT Marketing Strategies and Practices MCOM Semester III



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