Marketing Strategies and Practices MCOM Semester III Manan Prakashan

Marketing Strategies and Practices MCOM Part 2 Semester III

Content:

 

1. Introduction to Marketing Strategies

 

l 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
PAGES	232
SUBJECT	Marketing Strategies and Practices MCOM Semester III
LANGUAGE	English