Objectives : To Provide the students with an overview of theory of marketing organization and the conceptual framework of marketing in an organization and to develop skills in the decision making, operation and implementation in marketing function.

ORGANIZATION AND MARKETING MANAGEMENT

UNIT - I : Business Industry trade and commerce – Types of business
units – their organization and management objectives of business – social responsibility of business and management – business environment – components – importance.

UNIT – II : Management – Definition – Meaning – Importance – Elements,
Process – functions and principles of management.

Planning and Decision Making .
Basic concepts and principles of planning and decision making – elements – techniques, processes and limitations, policy making – Strategic planning, operational planning.

UNIT –III : Organization and Staffing

Basic concepts and prionciples of organizing and staffing – Design of organization – Types of organizational structures – Authority (Meaning and Features) – Spamn of central – Need and limitations of delegation, decentralization , line and staff.

Staffing – Meaning nature, functions and process of personalmanagement.

UNIT IV : Directing control and coordination

Basic Concepts – Communication, Motivation, Leadership organizational behaviour, control and coordination
Coordination – Meaning – Need – Principles – Techniques control process – Meaning – Steps – requirement of a good control system.

UNIT –V : Marketing Management

Marketing – Concepts – functions – Social responsibility – public relation

Marketing Environment – Micro Environment – Suppliers – Intermediaries – Customers – Competitors, public – Macro Environment (with special reference to India) Demographic – Economic – Natural – Technological – Political – Cultural – Social.

UNIT –VI : Selecting Targeting Marketing

Market Segmentation : Concepts- types – patterns – basis of segmentation – effective segmentation – market positioning strategies – types, choosing and implementing – marketing targeting strategies; differentiated, undifferentiated and concentrated marketing.

UNIT-VII : Product concept and Strategy

Definition – Levels – Classification of Products – Product mix strategy – Product line decision – Individual product decisions – New product development – product life cycle.

UNIT-VIII: Price and Pricing Strategies

Concept – Meaning, Importance and factors – New Product price policy – pricing policies.

UNIT-IX : Placing Products and Promotion

Definition – Marketing system – Classification of intermediaries – uses of middlemen – functions and flow of marketing channel – types of channel flow – channel levels – alternative channels of distribution – selection of distribution channel – channel behaviour channel design decisions – channel conflict decisions – channel management decision.
Promoting Products(overview)
Advertising – Sales Promotion – Publicity – Personal Selling.

UNIT – X : Marketing In Non – Business Organization

Nature – Scope – Non Business attitudes towards marketing – Role of marketing in service sector – Organization marketing –place marketing – persons marketing – idea marketing – techniques and process of marketing for non business organizations.

Suggested Readings:

1. Y.K. Bushan : Business Organization and Management
2. S.C. Chaterjee : Modern Business
3. M.C. Shukla : Business Organization and Management
4. P.N.Reddy and S.S. Gulshan : Principles of Business Organization and
Management .
5. Mc Gregor Douglas: Human Side of the Enterprises
6. Gathorne V. Butler : Organization and Management Theory and
Practice
7. Massie L. Joseph : Essentials of Management.
8. Gupta N.S : Organization Theory and Behaviour.
9. Philip Kotler : Marketing Management
10. Charles Futsell Stanton : Fundamentals of Marketing
11. Philip Kotler &
Gary Armstrong: Fundamentals of Marketing