AMITY UNIVERSITY UTTAR PRADESH

GAUTAM BUDHA NAGAR

MBA 3 Yrs. / MBA EFT (Distance Learning)
Curriculum & Scheme of Examination
Course: Marketing Management
Objective:
The objective of this course is to introduce the basic concepts of marketing and to develop a feel of the
marketplace.
Detailed Course Contents:

Introduction to basics of Marketing , Marketing Management and Selling function.

Evolution of Marketing, Marketing Concepts Product Concept, Production Concept Selling Concept,
Marketing Concept and Societal concept..

Understanding the Critical role of marketing in organisation and society

Marketing research & Consumer Behaviour, the stages of buying process, the buying decision making
process and post purchase behaviour.

Market measurement and sales forecasting

Market Planning

Segmentation, meaning, Need for segmentation Bases of segmentation

Product : Meaning, Types, features of product and services. Product Line, Product mix, Product policy,
Product Life cycle.

Product Management: Branding, Packaging and trade mark decision,

Pricing: Method of pricing, New product pricing strategies, adopting prices according to market
requirements and responding to various market price changes

Promotion : Meaning, Types of Promotion, Advertising, Publicity and Personal Selling. Media decisions,
Advertising Management, Sales Promotions, Role of Public relations and Publicity, Direct Marketing, and
Personal selling, role of internet marketing, emerging communication trends

Distribution : Meaning, Channels of Distribution, Roles played by intermediaries, Factors to be

considered while selecting intermediares.

Total Quality Management

Text & References:

Text
Marketing Management

Ramaswamy, VS & Nam

Student Study Material (SSM)

Marketing Management

Vivek Singh

References:
Text book: Principles of marketing by Philip Kotler PHI publications 11 th edition