Scope of MBA Marketing courses in India

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