Marketing Management detailed Syllabus for MBA (Marketing), R19 regulation has been taken from the JNTUH official website and presented for the students affiliated to JNTUH course structure. For Course Code, Subject Names, Theory Lectures, Tutorial, Practical/Drawing, Credits, and other information do visit full semester subjects post given below. The Syllabus PDF files can also be downloaded from the universities official website.
For all other MBA (Marketing) 2nd Sem Syllabus for R19 Regulation JNTUH, do visit MBA (Marketing) 2nd Sem Syllabus for R19 Regulation JNTUH Subjects. The detailed Syllabus for marketing management is as follows.
Course Objectives:
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Learning Outcome:
Students will be able to understand
- concepts of marketing management
- to analyze markets and design customer driven strategies
- to communicate the decisions towards business development with superior customer value.
Unit I
Introduction to Marketing: Importance and scope of Marketing, Core Marketing Concepts, Market Place, Marketing in practice, Marketing Environment, Marketing Strategies and Plans, The New Marketing Realities. Market Research – Marketing Research process, Marketing Information systems. Marketing Research and Ethics, International Marketing Research.
Unit II
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Unit III
Designing a Customer Driven Strategy: Market segmentation – Segmentation Targeting Positioning Process – segmentation of consumer market, business market, requirement for effective segmentation, market targeting – evaluating market segmentation, selecting target market segmentation, positioning – Positioning and repositioning positioning maps, product positioning strategies.
Unit IV
Distribution Decisions, Promotion and Communication Strategies: Marketing Channels, Channel intermediates and functions, channel structure, channel for consumer products, business and industrial products, alternative channel, channel strategy decisions. The promotional mix, advertising, public relations, sales promotion, personal selling, Direct and online Marketing. Marketing communication – communication process, communication promotion mix, factors affecting the promotion mix.
Unit V
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Suggested Readings:
- Philip Kotler, Gray Armstrong, Prafulla Agnihotri, Principles of Marketing, 17e, Pearson Education, 2018.
- Lamb, Hair, Sharma, Mc Daniel, Principles of Marketing, A South Asian Perspective Cengage Learning, 2016.
- Paul Baines, Chris Fill, Kelly Page, Piyush Sinha, Marketing, Asian Edition, Oxford University Press, 2015.
- Arun Kumar and N. Meenakshi, Marketing Management, Vikas, 2012
- Rajan Saxena, Marketing Management, 3e, Tata Mc Graw Hill, 2012.
- Kenneth E Clow, Donald Baack, Cases in Marketing Management, Sage South Asia edition, 2012.
For detail Syllabus of all other subjects of MBA Marketing, R19 scheme do visit Marketing 2nd Sem Syllabus for R19 scheme.
For all the MBA results, visit JNTUH MBA all semester results direct links.