Marketing Management

This course is primarily designed to provide students with some preliminary insights of marketing management that will be applied in consumer and business/industrial markets. It demonstrates the role of marketing in various industries; to explore the relationship of marketing with other management areas; and to show how effective marketing builds on a complete understanding of marketing techniques. It deals with the basic concepts of marketing: marketing management; the role and importance of marketing department in an organization. The main focus will be on marketing conceptual framework, the marketing environment, types of markets, product decision, product development, branding and packaging, pricing decisions, factors influencing' pricing, pricing techniques, distribution decision: channel and physical distribution decision, promotion decision: types of promotional messages and media. It also introduces international marketing concepts to students of management. It is relevant in this competitive and turbulent economic conditions. Digital marketing is currently indispensable for any marketer. Managers are dependent upon marketing information for appropriate decision making.