Marketing Research and Marketing Management detailed syllabus for Computer Science & Design (CSD) for 2021 regulation curriculum has been taken from the Anna Universities official website and presented for the CSD students. For course code, course name, number of credits for a course and other scheme related information, do visit full semester subjects post given below.
For Computer Science & Design 6th Sem scheme and its subjects, do visit CSD 6th Sem 2021 regulation scheme. For Professional Elective-IV scheme and its subjects refer to CSD Professional Elective-IV syllabus scheme. The detailed syllabus of marketing research and marketing management is as follows.
Course Objectives:
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Unit I
INTRODUCTION
Defining Marketing – Core concepts in Marketing – Evolution of Marketing – Marketing Planning
Process – Scanning Business environment: Internal and External – Value chain – Core Competencies – PESTEL – SWOT Analysis – Marketing interface with other functional areas – Production, Finance, Human Relations Management, Information System – Marketing in global environment – International Marketing – Rural Marketing – Prospects and Challenges
Unit II
MARKETING STRATEGY
Marketing strategy formulations – Key Drivers of Marketing Strategies – Strategies for Industrial Marketing – Consumer Marketing – Services marketing – Competition Analysis – Analysis of consumer and industrial markets – Influence of Economic and Behavioral Factors – Strategic Marketing Mix components.
Unit III
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Unit IV
BUYER BEHAVIOUR
Understanding Industrial and Consumer Buyer Behaviour – Influencing factors – Buyer Behaviour Models – Online buyer behaviour – Building and measuring customer satisfaction – Customer relationships management – Customer acquisition, Retaining, Defection – Creating Long Term Loyalty Relationships. Do case studies on understanding consumer Decision-making Styles in India – Domestic Vs Foreign brand clothing.
Unit V
MARKETING RESEARCH & TRENDS IN MARKET
Marketing Information System – Marketing Research Process – Concepts and applications: Product – Advertising – Promotion – Consumer Behaviour – Retail research – Customer driven organizations – Cause related marketing – Ethics in marketing – Online marketing trends – social media and digital marketing. Do an analysis on Amazon in India.
Course Outcomes:
- Applied knowledge of contemporary marketing theories to the demands of business and management practice
- Enhanced knowledge of marketing strategies for consumer and industrial marketing
- Deep understanding of choice of marketing mix elements and managing integrated marketing channels
- Ability to analyze the nature of consumer buying behaviour
- Understanding of the marketing research and new trends in the arena of marketing
Text Books:
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Reference Books:
- Lamb, Hair, Sharma, Mc Daniel- Marketing – An Innovative approach to learning and teaching- A south Asian perspective, Cengage Learning, 2012.
- Paul Baines, Chris Fill, Kelly Page, Marketing, Asian edition, Oxford University Press,5 th edition, 2019.
- Ramasamy, V.S, Namakumari, S, Marketing Management: Global Perspective Indian Context, Macmillan Education, New Delhi, 6 th edition, 2018.
- A. NAG, Marketing successfully- A Professional Perspective, Macmillan 2008.
- Micheal R.Czinkota, Masaaki Kotabe, Marketing Management, Vikas Thomson Learning, 2nd edition 2006.
For detailed syllabus of all the other subjects of Computer Science & Design 6th Sem, visit CSD 6th Sem subject syllabuses for 2021 regulation.
For all Computer Science & Design results, visit Anna University CSD all semester results direct link.