Marketing Management MDU 2nd Sem 2025-26 Notes

Unit 1 [Book]
Introduction, Nature, Scope and Importance of Marketing	VIEW
Evolution of Marketing	VIEW
Core Introduction:
Selling Concept	VIEW
Marketing Concept	VIEW
Company orientation:
Production Concept	VIEW
Product Concept	VIEW
Selling Concept	VIEW
Marketing Concept	VIEW
Holistic Marketing Concept	VIEW
Marketing Environment: Demographic, Economic, Political, Legal, Socio-cultural, Technological environment (Indian Context)	VIEW
Market Analysis	VIEW
Competition Analysis	VIEW
Creating and Delivering Customer Value	VIEW
Types of Marketing (B2C, B2B, C2C, C2B)	VIEW

Unit 2 [Book]
Targeting	VIEW
Positioning	VIEW
Segmentation Concept, Levels of Market Segmentation, Basis for Segmenting Consumer Markets	VIEW
Consumer Behavior	VIEW
The Rise of Consumer Democracy	VIEW
Stimulus Response Model of Consumer Behavior	VIEW
Buyer’s Cultural, Social, Personal and Psychological Characteristics	VIEW
Factors affecting Consumer Behavior	VIEW
Consumer Buying Decision Process	VIEW
Business Customer’s Buying Decision Process	VIEW
Traditional vs. Experiential Marketing’s View of Customer	VIEW

Unit 3 [Book]
Product Decisions, Product Classification	VIEW
Concept of Product Life Cycle (PLC), PLC Marketing Strategies	VIEW
Product Line Decision	VIEW
Product Mix Decision	VIEW
Branding Decisions	VIEW
Packaging	VIEW
Labelling	VIEW
Brand Portfolio approach	VIEW
Boston Consulting Group (BCG) Matrix	VIEW
Brand Management	VIEW
Brand Innovation	VIEW
New Product Development	VIEW
Pricing Decisions: Determinants of Price, Pricing Methods (Non-Mathematical Treatment)	VIEW
Adapting Price	VIEW
Promotion Decisions	VIEW
Factors determining Promotion mix	VIEW
Promotional Tools	VIEW
Fundamentals of advertisement	VIEW
Sales Promotion	VIEW
Public Relations	VIEW
Publicity	VIEW
Personal Selling	VIEW
Marketing Channel Decision, Channel Functions	VIEW
Marketing Channel Levels	VIEW
Types of intermediaries	VIEW
Wholesalers	VIEW
Retailers	VIEW
Introduction to Retail Management	VIEW

Unit 4 [Book]
Marketing of Services: Unique Characteristics of Services,	VIEW
Marketing Strategies For Service Firms – 7ps	VIEW
Contemporary issues in Marketing	VIEW
E-commerce	VIEW
Digital Marketing	VIEW
Ethics in Marketing	VIEW
Social Responsibility in Marketing	VIEW
Integrated Marketing	VIEW
Online Payments	VIEW
Rural Marketing	VIEW
Social Marketing	VIEW
Green Marketing	VIEW