Marketing Management (MBA)

Marketing concepts, segmentation, targeting, positioning and the product, price, place and promotion mix.

6 MonthsDuration 5Chapters26Topics

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Syllabus · पाठ्यक्रम

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01Unit 1: Introduction to Marketing 5 topics

Core concepts: needs, wants, demand, value, exchange
Marketing philosophies: production, product, selling, marketing, societal, holistic
Marketing environment: micro and macro
Marketing mix: 4Ps and 7Ps
Marketing information system and research (introduction)

02Unit 2: Consumer Behaviour and STP 6 topics

Consumer buying decision process
Factors influencing buying behaviour
Types of buying behaviour
Market segmentation bases
Targeting strategies
Positioning and differentiation

03Unit 3: Product and Pricing Decisions 5 topics

Product levels and classification
Product life cycle and strategies
New product development
Branding, packaging and labelling
Pricing objectives, methods and strategies

04Unit 4: Distribution and Promotion 5 topics

Marketing channels and intermediaries
Channel design and management
Logistics and supply chain basics
Integrated marketing communication
Advertising, sales promotion, public relations and personal selling

05Unit 5: Contemporary Issues in Marketing 5 topics

Digital and social media marketing
Services marketing
Rural marketing in India
Green and ethical marketing
Customer relationship management

About

You will be able to

Explain core marketing concepts, marketing philosophies and the marketing environment
Analyse consumer buying behaviour and apply segmentation, targeting and positioning
Take product, branding and pricing decisions across the product life cycle
Design distribution channels and an integrated marketing communication mix
Discuss digital, services, rural and green marketing and CRM

Who it is for

MBA students of Semester 1 (AKTU, Lucknow) in Marketing, Finance and Human Resource specialisations
MBA / PGDM students of other universities with a similar paper in their syllabus

What you need

Graduation in any discipline (as required for MBA admission)

Questions

Which syllabus does the Marketing Management course follow?

The AKTU (Dr. A.P.J. Abdul Kalam Technical University) MBA syllabus for Marketing Management, unit by unit. The centre follows the student's own university syllabus where it differs.

Will previous year university questions be covered?

Yes, each unit ends with practice on the type of short and long questions asked in AKTU end-semester exams, plus MCQ tests.

Are Indian examples used?

Yes, concepts are explained with Indian brands and markets, including rural and digital examples.