31
37
M.Com.
PART -I
BUSINESS MANAGEMENT
GROUP - PAPER -II
MARKETING STRATEGIES AND
PLANS
(Revised Syllabus w.e.f Academic Year 2014-15)
, © UNIVERSITY OF MUMBAI
Dr. Sanjay Deshmukh
Vice Chancellor,
University of Mumbai
Dr. Dhaneswar Harichandan
Professor -Cum- Director IDOL,
Universityof Mumbai
Course and Programme : Ms. Madhura Kulkarni
Co-ordinator Asst. Prof. - Cum Asst. Director,
University of Mumbai IDOL
Course Writer : Dr. Sandeep Poddar
S. P. D. T. College of Arts, Commerce & Science,
J. B. Nagar, Andheri (E), Mumbai
: Prof. Sayali Yadav
G.N. Khalasa College of Arts, Commerce and
Science, Matunga, Mumbai
: Prof. Sushmita Mukarji
Alkesh Dinesh Mody Institute of Management
Studies, University of Mumbai
Editor : Dr. Paras Jain
M. D. College,
Parel, Mumbai
November, 2014 M. Com. Part - I, Business Management Group - Paper - II,
Marketing Strategies and Plans
Published by : Professor cum Director
Institute of Distance and Open Learning ,
University of Mumbai,
Vidyanagari, Mumbai - 400 098.
DTP Printed by :
, CONTENTS
Unit No. Title Page No.
1. Introduction to Strtegic Marketing 1
2. Marketing Plan 14
3. Marketing Environment Analysis and Mis 25
4. Industry Attractveness and Marketing Research 40
5. Connecting with Customers 54
6. Customer Satisfaction 67
7. Dealing with Competition 81
8. Brands and Branding 97
9. Product Strategies and Consumer Adoption Process 112
10. New Product Development 122
11. Pricing 134
12. Marketing Intermediaries 147
13. Integrated Market Communications 160
14. Marketing Communication and Promotion Tools 180
15. Recent Trends In Marketing - Part 1 199
16. Recent Trends In Marketing - Part 2
, I
SYLLABUS
M.COM PART I
BUSINESS MANAGEMENT GROUP - PAPER II
MARKETING STRATEGIES AND PLANS
(w.e.f ACADEMIC YEAR 2014 – 15 in IDOL)
SECTION I
Learning Outcomes:
1) Understand the meaning and importance of strategic marketing
and planning.
2) Appreciate the need for understanding the marketing
environment and analyze how the environmental factors impact
the marketing practices and performance of organizations.
3) Understanding the need and importance of creating value for
customers.
4) Gain insights into the impact of competition, how companies
deal with competition and brand related concepts.
MODULE I
Understanding Strategic Marketing and Planning
a. Marketing Strategy - Definition, significance and conditions for
the success of Marketing Strategy.
b. Three strategy levels (Corporate / business / functional level
strategies).
c. Steps in developing marketing strategies and plans.
d. Contents of a marketing plan.
MODULE II
Marketing Environment Analysis
a. Understanding Marketing Environment, macro trend analysis
(demographic, socio-cultural, technological, regulatory and
natural environment) and internal micro analysis.
b. Assessing industry attractiveness with Porter’s five forces
model.
c. Components of modern MIS.
d. Marketing research-meaning and process.
37
M.Com.
PART -I
BUSINESS MANAGEMENT
GROUP - PAPER -II
MARKETING STRATEGIES AND
PLANS
(Revised Syllabus w.e.f Academic Year 2014-15)
, © UNIVERSITY OF MUMBAI
Dr. Sanjay Deshmukh
Vice Chancellor,
University of Mumbai
Dr. Dhaneswar Harichandan
Professor -Cum- Director IDOL,
Universityof Mumbai
Course and Programme : Ms. Madhura Kulkarni
Co-ordinator Asst. Prof. - Cum Asst. Director,
University of Mumbai IDOL
Course Writer : Dr. Sandeep Poddar
S. P. D. T. College of Arts, Commerce & Science,
J. B. Nagar, Andheri (E), Mumbai
: Prof. Sayali Yadav
G.N. Khalasa College of Arts, Commerce and
Science, Matunga, Mumbai
: Prof. Sushmita Mukarji
Alkesh Dinesh Mody Institute of Management
Studies, University of Mumbai
Editor : Dr. Paras Jain
M. D. College,
Parel, Mumbai
November, 2014 M. Com. Part - I, Business Management Group - Paper - II,
Marketing Strategies and Plans
Published by : Professor cum Director
Institute of Distance and Open Learning ,
University of Mumbai,
Vidyanagari, Mumbai - 400 098.
DTP Printed by :
, CONTENTS
Unit No. Title Page No.
1. Introduction to Strtegic Marketing 1
2. Marketing Plan 14
3. Marketing Environment Analysis and Mis 25
4. Industry Attractveness and Marketing Research 40
5. Connecting with Customers 54
6. Customer Satisfaction 67
7. Dealing with Competition 81
8. Brands and Branding 97
9. Product Strategies and Consumer Adoption Process 112
10. New Product Development 122
11. Pricing 134
12. Marketing Intermediaries 147
13. Integrated Market Communications 160
14. Marketing Communication and Promotion Tools 180
15. Recent Trends In Marketing - Part 1 199
16. Recent Trends In Marketing - Part 2
, I
SYLLABUS
M.COM PART I
BUSINESS MANAGEMENT GROUP - PAPER II
MARKETING STRATEGIES AND PLANS
(w.e.f ACADEMIC YEAR 2014 – 15 in IDOL)
SECTION I
Learning Outcomes:
1) Understand the meaning and importance of strategic marketing
and planning.
2) Appreciate the need for understanding the marketing
environment and analyze how the environmental factors impact
the marketing practices and performance of organizations.
3) Understanding the need and importance of creating value for
customers.
4) Gain insights into the impact of competition, how companies
deal with competition and brand related concepts.
MODULE I
Understanding Strategic Marketing and Planning
a. Marketing Strategy - Definition, significance and conditions for
the success of Marketing Strategy.
b. Three strategy levels (Corporate / business / functional level
strategies).
c. Steps in developing marketing strategies and plans.
d. Contents of a marketing plan.
MODULE II
Marketing Environment Analysis
a. Understanding Marketing Environment, macro trend analysis
(demographic, socio-cultural, technological, regulatory and
natural environment) and internal micro analysis.
b. Assessing industry attractiveness with Porter’s five forces
model.
c. Components of modern MIS.
d. Marketing research-meaning and process.
