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It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Admissions

It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Placements

Excellent education not only imparts knowledge, but also paves the way for a promising and successful career. The Placement Cell at The IIS University has numerous success stories to narrate in this regard...

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Life@IIS Univ

Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with vibrant events and memorable occasions to cherish for a lifetime.

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Academics

Taking the age-old tradition of enlightenment through education forward, The IIS University - in its continuous pursuit of excellence - firmly believes that an institution’s academic profile determines its worth and value. Therefore, on offer are a wide variety of both conventional and contemporary programmes of study.

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Research

To stimulate curiosity and cater to the global needs of a dynamic education, The IIS University - since inception - has been promoting and encouraging research-based experiential learning among all its students.

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About Us

The IIS University, with its perfect amalgamation of innovation, inspiration and synergy, aims to be a model institution for students across disciplines and programmes.

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IIS Univ
  • Admissions

    It is a University which is committed to excellence and overall development of the student...

  • Placements

    Excellent education not only imparts knowledge, but also paves the way for...

  • Life@IIS Univ

    Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with...

  • Academics

    Taking the age-old tradition of enlightenment through education forward,...

  • Research

    To stimulate curiosity and cater to the global needs of a dynamic education,...

  • About Us

    The IIS University, with its perfect amalgamation of innovation, inspiration...

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India

Phone:- +91-141-2400160-61, 2397906-07,

Fax: 2395494,2781158, Toll Free No.: 1800 180 7750

Marketing Management | Tourism and Aviation

Marketing Management

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Paper Code: 
MTM 222
Credits: 
4
Contact Hours: 
4.00
Objective: 

To introduce students to the elements of marketing management: marketing environment analysis, customer analysis and competitor analysis,  generic business strategies and strategic marketing decisions for profitable delivery of superior value to the customers.

12.00
Unit I: 
Unit I

Marketing Management : An Introduction

Conceptual framework, Selling vs. Marketing, Nature and Scope of Marketing, Approaches to Marketing. Core Marketing Concepts, Marketing-Mix, Developing Marketing Strategies and Plans

12.00
Unit II: 
Unit II

Consumer behavior

Consumer Behaviour concepts, factors influencing consumer behaviour, Buying Decision Process

Segmentation and Positioning Strategy

Levels and Bases of Market Segmentation, Selecting Market Segments and Targeting, Developing and Communicating  Positioning Strategy, Marketing Strategies

12.00
Unit III: 
Unit III

Product Planning and Pricing Policies Product Characteristics and Classifications, Concept of Product-Mix, Product-Line Decisions, Packaging and Labeling, New Product Development Process, Pricing Methods,Factors, Policies and Strategies, Product Life-Cycle

12.00
Unit IV: 
Unit IV

Marketing Communications and Distribution Channels

Introduction to Marketing Communications,Role of Marketing Channels, Channel-Design Decisions, Physical distribution types and functions

12.00
Unit V: 
Unit V

Marketing Research Marketing Research Process, Importance and Application Developing Competitive Marketing Strategy Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Offensive and Defensive Strategies

Essential Readings: 
  • Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Fourteenth Edition), A South Asian Perspective; Pearson ,2013.
  •  Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.

 

References: 
  • Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd 2010
  • Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd. 2009
  • Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press 2008

 

Academic Year: 
2018-2019
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