Marketing Management

Course Name: 

Marketing Management (MBA722)






Functional Courses

Credits (L-T-P): 

(3-0-0) 3


Introduction to Marketing - Marketing Process - Marketing Environment - Marketing Research - Demand Forecasting - Competition - Marketing Strategy - Consumer Behaviour- Industrial Marketing -Customer Satisfaction - Segmentation - Targeting, Positioning Developing New Market Offerings - Product Life Cycle - Designing Global Market Offerings - Product and Branding Strategy - Designing and Managing Services - Developing Pricing Strategy - Advertising Strategy - Media Planning - Marketing Channels - Retailing - Marketing Communication –Advertising


1. Philip Kotler and Kevin Lane Kelle,r Marketing Management, Pearson, 12th Edition, 2006.
2. Philip Kotler and Gary Armstrong, Principles of Marketing, Prentice Hall, 13th Edition, 2009.
3. Philip Kotler, Kevin Lane Keller, Abraham Koshy andMithileshwarJha, Marketing Management: A South Asian Perspective, Pearson Education; 12th Edition, 2007.
4. Tapan K Panda Marketing Management: Indian Context , Excel Books, 2008


School of Management

Contact us

Dr. Rajesh Acharya H
Head, School of Management,
National Institute of Technology Karnataka
Post: Srinivasanagar, Surathkal, Mangalore - 575025
Karnataka, India.
•       Hot line: +91-824-2474000 (Extn. 4047)
                 +91-0824-2474000 (Extn. 3249)
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