Syllabus of National Institute of Technology - Tiruchirappalli (NIT-T) MBA - MB702 Marketing Management-I

Core concepts of marketing -Need, Want & Demand, Product, value and satisfaction, Marketing & Markets. Production concept, Product concept, Selling concept, Marketing concept etc.
Macro and Micro factors in the marketing environment, Macro features like demography, economic features, socio technological environments etc. Micro features like supplier's competitors etc.

A model for consumer buying Behaviour, factors influencing consumer behavior, buying decision process- Buying roles & stages in buying.

Demand Estimation: flow to measure market demand - Estimating market size, share, potential, Estimating current and future demands.
Segmentation: Approach. Patterns and Segmentation procedures, basis for segmenting consumer market - Targeting - positioning.

New product Development - Idea generation, Idea screening concept development and using, Product development. market testing etc.
Marketing strategies in the various stages of the PLC (Product Life Cycle) Strategies to be followed in the introduction, growth, maturity and decline stages.

Market Planning Process - stages. - The nature and contents of marketing plan (introductory aspects).
Marketing Strategies: for leaders, for followers, for niche marketers, for challengers, for global markets.

Books :

1. Kotler Philip, 'Marketing Management', 11th Ed., Pearson Education (Singapore) Pvt. Ltd., New Delhi, 2003.

2. S. Jeyachandran, 'Marketing Management', 1st ed., Excel Publication, New Delhi, 2004.