This document outlines the objectives and topics covered in the MBN511 Marketing - I course. The course will introduce fundamental marketing concepts in the modern context, including defining marketing, the marketing mix, consumer and business buyer behavior, market segmentation, competition analysis, product lifecycles, branding, and differentiation strategies. Reference books for the course are listed.
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This document outlines the objectives and topics covered in the MBN511 Marketing - I course. The course will introduce fundamental marketing concepts in the modern context, including defining marketing, the marketing mix, consumer and business buyer behavior, market segmentation, competition analysis, product lifecycles, branding, and differentiation strategies. Reference books for the course are listed.
This document outlines the objectives and topics covered in the MBN511 Marketing - I course. The course will introduce fundamental marketing concepts in the modern context, including defining marketing, the marketing mix, consumer and business buyer behavior, market segmentation, competition analysis, product lifecycles, branding, and differentiation strategies. Reference books for the course are listed.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOC, PDF, TXT or read online from Scribd
This document outlines the objectives and topics covered in the MBN511 Marketing - I course. The course will introduce fundamental marketing concepts in the modern context, including defining marketing, the marketing mix, consumer and business buyer behavior, market segmentation, competition analysis, product lifecycles, branding, and differentiation strategies. Reference books for the course are listed.
Copyright:
Attribution Non-Commercial (BY-NC)
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Download as DOC, PDF, TXT or read online from Scribd
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MBN511 MARKETING – I L T P C
2 2 0 2
OBJECTIVES To understand fundamental concepts of Marketing in Modern Marketing Practices.
Defining Marketing in 21st Century – Importance – Scope – Changing Scenario of
Business & Marketing – Fundamental Marketing Concepts – States of Demand – Paradigm Shifts in Marketing – Components of Marketing Mix – Forecasting – Case Study-Factors Influencing Consumer Behaviour – Fir Stage Buying Decision Process – Post Purchase Behaviour – Business Market Vs Consumer Market – Stages in Industrial Buying Process – Case Study-Levels of Market Segmentation – Segmenting Consumer Markets – Bases for Segmenting Business Markets – Market Targeting – Case Study- Analyzing Competitors – Competitive Forces – Identifying and Competitive Strategies for Market Leader – Market Challenger – Marketing Follower – Market Richer Strategies – Product Lifecycle Marketing Strategies – Case Study-Role & Scope of Brands – Brand Equity – Devising a Branding Strategy – Brand Positioning – Developing & Communicating a Positioning Strategy – Writing a Positioning Statement – Differentiation Strategies – Case Study.
Reference Books:
1. Philip Kotler, Kevin Lane, Abraham Koshy-Marketing Management – A South
Asian Perspective-Pearson/Prentice Hall India Ltd 2. Rajan Saxena – Marketing Management-Tata McGraw Hill 3. Ramaswamy & Nmakumary-Marketing Management-Global Perspective-Indian Context-Mac Millon India Ltd
