NIT Warangal Civil Engineering Syllabus Marketing Management

  

 

 

 

NIT Warangal Civil Engineering Syllabus     MARKETING MANAGEMENT 

 

 

 

 

 MARKETING MANAGEMENT 
Nature and Scope of Marketing; Major Market oriented strategic planning. Corporate Mission and Vision.
Concepts of strategic business units. BCG matrix and GE model; SWOT Analysis. Analyzing needs and
trends in Macro environment. Marketing Information systems. Consumer Behavior and STP concept. New
Product development process, product Life cycle, product & Branding Strategy, products mix & line decisions
Brand decisions – Building brand.Pricing – Strategies and programmes, Marketing Channels – Distribution
channels, Channel Design and Management decisions. Retailing Wholesaling and Logistics, Electronic
Channels. Marketing promotion.
Reading:
1. Philip Kottler, Marketing Management, PHI, 2011.
2. William Stanton and Etzel, Marketing Management, TMH, 2010.
3. Ramaswami and Namakumari, Marketing Management, McMillan Publication, 2010.

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