Marketing Course Outline – BS Economics – 2nd Semester

6. MARKETING RETAILING, WHOLESALING AND MARKET LOGISTICS, AND
MARKETING PLAN
Managing Retailing. Wholesaling and Market Logistics; Their Types and respective Uses:
Managing the Total Marketing Effort
Socially Responsible Marketing Communications, Marketing Plan Development, and Analysis

7. MARKETING CHANNELS, SUPPLY CHAIN MANAGEMENT, ADVERTISING AND
PUBLIC RELATIONS
Supply Chain: Nature, Need and Use
Marketing Channels: Nature, Need, Types and Use/importance
Advertising: Objectives, Budgets and Strategy
Public Relations: Role and Impact, and Major Tools

8. PERSONAL SELLING, DIRECT MARKETING, ONLINE MARKETING / E-MARKETING
AND SERVICES MARKETING
Personal Selling: Nature, Use/Role and Process Sales Force
Maragement; Sales Promotion
Direct Marketing: Nature, Use/Role, Growth, Benefits, and various Forms of Direct Marketing
E-Marketing: Nature, Use/Role, Growth, Benefits, and various Forms of E-Marketing
Services Marketing: Nature and Scope of Services Marketing including Financial Services and their Marketing

9. CRAFTING STRATEGIES TO ATTAIN COMPETITIVE EDGE Competitor
Analysis: Identification, Assessment and Selection,
Competitive Strategies: Approaches, Forms, Positioning, Leadership and Challenges

10. GLOBAL MARKET PLACE, MARKETING ETHICS AND SOCIAL RESPONSIBILITY
Global Marketing: Considerations, Forms/Approaches, and Global Marketing Mix
Marketing Ethics and Social Responsibility:Meanings and Need Rational Ethics, Social Criticism, Citizenship in Marketing

Recommended Books:

1. Kotler, Philip. Marketing Management*, Latest Edition, Prentice Hail
2. Stanton, Etznt, Walker. Marketing, Latest Edition, McGraw-Hill.
3, Marketing by Evens and Berman
4. Knshnamacharyulu, Ramakrishan. Rural Marketing Text and Cases, Pearson Education
5. Harvard Business Review w.r.t. Marketing Periodic for Latest Research and Development