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Scope of MBA Marketing courses in India

MBA Streams
Marketing Management
Operations Management
Financial Management
Human Resource Management
International Business Management
Entrepreneurship Management

Scope of MBA Marketing

MBA Marketing teaches art of selling products or services. A Marketing person has to analyse and assess feasibility of products according to market demand, Design strategies to market new products and set marketing goals.

Marketing Professional other core areas are Branding, Planning and adoption of promotional campaigns, Client research etc. Marketing person, with innovative strategies, bring new ideas and concepts which help organizations to prosper.

Importance of MBA Marketing

MBA Marketing Students are taught innovative marketing techniques. The MBA Marketing covers every aspect of marketing management - sales, branding, finance, advertisement, people management etc.

MBA Marketing course helps to inculcate good reasoning skill and problem solving skill in the individual through which they are able to sell and market products in difficult market conditions. MBA in Marketing provides lot of job satisfaction and good earnings.

MBA marketing professionals are always in great demand in all industrial sectors because of increase in competition in marketing products and services.

Course Contents for MBA Marketing

  • Basics: Marketing, Market, Marketing Management, Tasks, Philosophies, Marketing Mix, Marketing Program and Marketing Strategy, Marketing Environment - Company's Micro and Macro Environment - Interface other functional areas.
  • Market Segmentation: Levels and Bases for Segmentation, Segmenting Consumer Markets, Business Markets, International Markets, Market Targeting - Evaluating Market Segments, Selecting Market Segments - Product Positioning, Positioning Strategies, Demand Measurement and Sales Forecasting Methods, Estimating Current and Future Demand.
  • Marketing Programme: Decisions Involved in Product, Branding, Packaging, Product Line and Product Mix Decisions, New Product Development, Product Life Cycle. Pricing Products, Strategies, Distribution - Channels, Channel Management Decisions, Promotion Mix - Advertising, Sales Promotion, Public Relations, Personal Selling.
  • Consumer Markets: Model of Consumer Behavior, Seven Os Structure, Factors Affecting Consumer Behavior, Stages in the Adoption Process, Industrial Markets - Characteristics, Industrial Buyer Behavior, Services Markets-Characteristics, and Strategies.
  • Marketing Organisation and Control: Types of Marketing Organisation Structures and Factors affecting Marketing Organisation Annual Plan Control, Efficiency Control, Profitability Control and Strategic Control, Marketing Audit, Online Marketing.
  • Marketing Research: Marketing information system - Marketing decision support system, Marketing research process, Decision Making Tools, Non-Parametric Statistics in Research (McNemar, Sign Test -One and Two samples, Run test, Wilcoxon Matched pairs test, Mann-Whitney, Kolmogorov - Simronov, Kruskal -Wallis tests. Markov Analysis, Multi-Variate analysis, Factor analysis- Objectives, Concept, Factor analysis Model, statistics associated with Factor analysis, Conducting factor analysis and determination of factors, applications. Discriminant (linear two group) analysis.
  • Product Management - Product Decisions, Product Market Evolution, Product Modification and New Product Introduction, Market Segmentation, Product Development and Testing : Product Launching ,Test marketing, Marketing Mix allocations. Planning annual Strategy/budget. Organization for product Management.
  • Marketing Communication Process: A Model of communication effects. Promotion Mix, Integrated Marketing Communication (IMC)Strategy. Promotion and IMC planning and Strategy. The International market environment for Promotion & IMC.
  • Advertising: Message and Media Strategies: Advertising objectives. Creative strategy: The creative idea, creative execution Tactics. Creative execution: Attention and structure of Advertisements. Media strategy and Implementation.
  • Personal Selling & Sales Management: Personnel Selling Process and approaches, Sales management- Objectives, Policies & Strategy, Sales Management process, Recruiting, Selecting, Training, Motivating, Compensating, Evaluating and Supervising & Controlling Sales force. Sales Budgets, Quotas and Sales Territories.
  • Customer Relations Management : Meaning, definition, Practice, Technology . Customer Life Cycle, CRM Process, Negotiating with Key Customers- Call Centres, Customer Interaction, Negotiation as a Process, Tools of Negotiation, Negotiation Audit, Application Providers and CRM.
  • Foundations of Customer Centric Business: Internal process and Customers, External Process and Customers, Key Customers, prioritizing Key Customers, Customer Strategy grid. Partner Relationship Management ( PRM), The Technology in PRM.
  • Models of Consumer Behaviour : Modeling Behavior Traditional Models, Contemporary Models. Generic Model of Consumer Behavior, Nicosia Model. Howard Sheth Model, Engel, Blackwell and Miniard Model.
  • Services and Retail Marketing - Service: Concepts, Scope of Services. Goods-Services continuum. 4Is of Services Goods and Services Categorization. Industrial Services. Segmentation target Marketing and positioning . Customer expectations and perceptions of services.
  • Service marketing Mix: Product, Pricing ,Place , Promotion, People, Physical evidence and process. Service Quality- Dimensions of quality. Understanding Quality Management. Measuring service Quality. Introduction to Retailing : Types, Franchising in retail, Technology in retail, Factors affecting retail, Retailing process. Retailing in India and emerging trends and Policy imparatives.
  • Merchandise management: Sources of merchandise, Logistic Management, Category Management, Store Layout, Design and Visual Merchandising, Retailing Strategy and Customer Service.

Books for MBA Marketing

  • Kotler Philip, Keller, Koshy and Jha , 2006, Marketing Management , 12th Edition, Pearson Education / Prentice Hall of India.
  • Lamb, Hair and Mc Daniel, 2005, Marketing, 8th Edition, Thomson Learning.
  • Rajan Saxena, 2006, Marketing management, TMH.
  • Burns and Bust 2006, "Marketing Research", 2nd Edition, Pearson.
  • Green E. Paul, Tull S.Donald & Albaum, 2006, Gerald: Research for Marketing Decisions-PHI, 6th Edition, PHI.
  • Keith Blois, 2005, Marketing, Oxford University Press.
  • Crawlford and Benedetto: 1982, New Product Management, Irwin-McGraw Hill.
  • Wind Yoram: 1982, Product Policy, Addison and Wesley.
  • Donald Lehman: 1997, Product Management, McGraw Hill
  • Ramaswamy V.S. Namakumari S, 2006, Marketing Management - The Indian Context, Macmillan India Ltd.
  • Perreault, 2005, Basic Marketing, TMH.
  • Subhas C Jain, 2005, Marketing Planning & Strategy, South Western.
  • Etjel, Walker & Stanton, 2005, Marketing, TMH.
  • David Jobber & John Fahey, 2006, Foundations of Marketing, TMH.
  • Semenik, 2006, "Promotion and IMC", Thomson.
  • Belch, 2005, Advertising and Promotion, TMH.
  • Clow, 2007, "Integrated Advertising, Promotion and Marketing", 3rd Edition, Thomson.
  • David Gilbert, 2003, Retail Marketing Management, 2nd edition, Pearson Education.
  • Zeithaml Valorie A. and Bitner Mary , 2000, Services Marketing TMH.

Jobs for MBA Marketing

There are an enormous amount of career opportunities and options for MBA Marketing Professionals. The most common are -

  • Marketing Manager
  • Brand Manager
  • Market Research Analyst
  • Product Manager
  • Strategic Market Planner
  • Sales Manager
  • Advertising Manager
  • PR (public relations) Director
  • Marketing Communications Manager





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