Marketing Management Syllabus for B.Tech 6th sem is covered here. This gives the details about credits, number of hours and other details along with reference books for the course.
The detailed syllabus for Marketing Management B.Tech (R13) sixthsem is as follows
OBJECTIVES:
To enable students to deal with newer concepts of marketing concepts like strategic marketing segmentation, pricing, advertisement and strategic formulation. The course will enable a student to take up marketing as a professional career.
UNIT I : MARKETING PROCESS [9 hours]
Definition, Marketing process, dynamics, needs, wants and demands, marketing concepts, environment, mix, types. Philosophies, selling versus marketing, organizations, industrial versus consumer marketing, consumer goods, industrial goods, product hierarchy.
UNIT II : BUYING BEHAVIOUR AND MARKET SEGMENTATION [9 hours]
Cultural, demographic factors, motives, types, buying decisions, segmentation factors – demographic – Psycho graphic and geographic segmentation, process, patterns.
UNIT III : PRODUCT PRICING AND MARKETING RESEARCH [9 hours]
Objectives, pricing, decisions and pricing methods, pricing management. Introduction, uses, process of marketing research.
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[TOTAL: 45 PERIODS]
OUTCOMES :
The learning skills of Marketing will enhance the knowledge about Marketer‟s Practices and create insights on Advertising, Branding, Retailing and Marketing Research.
TEXT BOOKS:
- Philip Kolter & Keller, “Marketing Management”, Prentice Hall of India, 14th edition, 2012.
- Chandrasekar. K.S., “Marketing Management Text and Cases”, 1st Edition, Tata McGraw Hill – Vijaynicole, 2010.
REFERENCES:
- Ramasamy and Nama kumari, “Marketing Environment: Planning, implementation and control the Indian context”, 1990.
- Czinkota&Kotabe, “Marketing management”, Thomson learning, Indian edition 2007
- Adrain palmer, “ Introduction to marketing theory and practice”, Oxford university press IE 2004.
- Donald S. Tull and Hawkins, “Marketing Reasearch”, Prentice Hall of Inida-1997.
- Philip Kotler and Gary Armstrong “Principles of Marketing” Prentice Hall of India, 2000.
- Steven J.Skinner, “Marketing”, All India Publishers and Distributes Ltd. 1998.
- Graeme Drummond and John Ensor, “Introduction to marketing concepts”, Elsevier, Indian Reprint, 2007.
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