M.Com.(ENTREPRENEURSHIP) - University of Madras

EDP 605 MARKETING ( Credits –4)
OBJECTIVE
1. Know the overview about marketing and its relevance in today’s world
2. Understand the strategies involved in marketing mix decisions viz product, price,
promotion and place
Unit – I
Evolution of marketing – The core concepts of marketing – Features – Importance of
modern marketing – Function of marketing – Marketing environment – Consumer behavior –
Market segmentation - Marketing strategy.
Unit – II
Product decision – Product mix decision - Product positioning – Product strategies –
Branding and Packaging – Product life cycle – New product planning and Development.
Unit –III
Pricing decision – Pricing objectives, Policies, and Strategies – New product pricing –
Pricing strategies for stages in life cycle of product.
Unit – IV
Channel decision – Role of distribution channels – Channel functions - Channel
management decision – Factors governing choice of channel – Selection of channel for new
products.
Unit – V
Promotional decision – The promotion mix – Advertising, Sales promotion,
Personnel selling – Direct marketing – On line marketing –Ethical issues in marketing.
References:
1. Philip Kotler, ‘Marketing Management’, Pearson education inc ,2003
2. Stantan, ‘Fundamentals of Marketing’ , Tata Mc Graw hill, Latest Edition.
3. Walker, ‘Marketing Strategy : Planning and Implementation’, Tata Mc Graw Hill.
4. Micheal R. Czinkota & Masaki kotabe, ‘Marketing Mnagement’,Vikas publishing Pvt.
Ltd.
5. V.S.Ramaswamy & S.Namakumari, ‘Marketing Management’,Mac Millan 2004.
6. Nikilesh,Rakesh,Labdhi & Abhinandan, ‘Marketing Management – Cases & Concepts’,
Mac Millan-2004.
7. R.L.Vershney & S.L. Gupta, ‘Maqrketing Management- an Indian Perspective’, Sultan
chand & sons 2000.
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