Marketing Concepts and Tasks, Defining and delivering customer value and
satisfaction - Value chain - Delivery network, Marketing environment, Adapting
marketing to new liberalised economy - Digitalisation, Customisation, Changing
marketing practices, e-business - setting up websites; Marketing Information
System, Strategic marketing planning and organization.
Buyer Behaviour, Market Segmentation and Targeting, Positioning and
differentiation strategies, Product life cycle strategies, New product development,
Product Mix and Product line decisions, Branding and Packaging, Price setting -
objectives, factors and methods, Price adapting policies, Initiating and responding
to price changes.
Marketing channel system - Functions and flows; Channel design, Channel
management - Selection, Training, Motivation and evaluation of channel members;
Channel dynamics - VMS, HMS, MMS; Market logistics decisions.
Annex.54.J - MBA - SDE Page 9 of 23
Integrated marketing communication process and Mix; Advertising, Sales
promotion and Public relation decisions. Direct marketing - Growth, Benefits and
Channels; Telemarketing; Salesforce objectives, structure, size and compensation.
Identifying and analysing competitors, Designing competitive strategies for
leaders, challengers, followers and nichers : Customer Relationship marketing -
Customer database, Data warehousing and mining. Attracting and retaining
customers, Customerism in India, Controlling of marketing efforts.
Global Target market selection, standardization Vs adoptation, Product, Pricing,
Distribution and Promotional Policy.
MBA Common Subjects