NIT Warangal Civil Engineering Syllabus 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.
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.