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AG ECON 631 MARKETING MANAGEMENT                                                                           (3L+1P) III

Objective
  This course aims to show how the principles of marketing management can be applied to improve the efficiency and effectiveness of food and agricultural commodities marketing.

UNIT I
  The core concepts of markets, marketing and marketing management. Process of marketing management. Marketing mix. Strategic marketing management; Analysing marketing opportunities
    - Consumer behaviour and purchase process; Marketing information system. Marketing research. Researching and selecting target markets: Measuring and forecasting market demand; identifying market segments and selecting target markets.

UNIT II
  Product management: Concept of a product; managing product lines and brands ; differentiating and positioning the market offer; product life cycle; new product development. Designing product related competitive marketing strategies – branding, labeling, packaging decisions.

UNIT III
  Pricing strategies, decisions and programmes. Pricing methods.

UNIT IV
  Product distribution: Channel management and strategies; Managing wholesale, retail, and logistics.

UNIT V
  Product promotion. Promotion methods and promotion mix – advertising, sales promotion, personal selling, publicity. Management of promotion mix. Customer relationship management.

UNITVI
  Organizing for marketing. Evaluating and controlling market performance: Annual plan control. Profitability control. Efficiency control.

UNIT VII
  Issues in global marketing

Practicals
  Practicals will be based on real world situations and case studies and will involve a critical analysis of the marketing actions and strategies of companies.

Suggested Readings