Marketing Management SYBcom Sem 3 Manan Prakashan

• Publisher : Manan Prakashan
• Author: Michael Vaz, Meeta Seta
• Edition: 2024
• Availability: In Stock
• Normally Deliver within 3-4 days

• Description :

  Marketing Management  Book is base on latest updated syllabus and paper pattern prescribed by Mumbai University for B.Com (Bachelor of commerce) 2nd Year semester 3 published by Manan Prakashan. The knowledge gained through the study of this subject will be useful to the students of all through their in Management professional lives.

  Syllabus

   Module – I : Marketing Management and Marketing Environment

  ♦ Marketing Management: Definition, need and importance of marketing management
  ♦ Functions of marketing management
  ♦ Micro and macro environment with specific reference to India
  ♦ Emerging marketing opportunities in India-Marketing to the bottom of the pyramid, growing middle class
  ♦ International marketing environment

  Module – II : Understanding Competition and Strategic Marketing
  ♦ Marketing Strategy : Definition and Features
  ♦ Steps in Strategic marketing planning process
  ♦ SWOT Analysis
  ♦ Michael Porter’s Five Forces Model
  ♦ Analysing Competition

  Module – III : Product
  ♦ Definition, Product Levels-Customer Value Hierarchy
  ♦ Product Classifications: Based on durability and tangibility, Consumer goods classification and Industrial goods classification
  ♦ Product Life Cycle: Stages and Features of each stage
  ♦ Product Positioning: Meaning and importance
  ♦ Steps in product positioning

  Module – IV : Pricing
  ♦ Meaning and objectives of pricing
  ♦ Factors affecting pricing decisions
  ♦ Methods of pricing: Mark-up pricing, Target-Return pricing, Perceived-Value pricing, Value pricing, Going-Rate pricing and Auction pricing
  ♦ Steps in Pricing