Marketing is one of the most dynamic and vibrant functions of management. Companies depend on marketing to help them make a mark in the increasingly competitive world of business. Customer-focused and market-oriented organizations are becoming the norm in the corporate sphere. In fact, eminent management thinker Peter Drucker observed very perceptively that marketing and innovation are the only two genuine functions of business. An effective marketing strategy is the key to a company’s long term success. Given the pervasiveness of marketing, many managers believe that marketing is the core of business. A specialization in marketing offers several rewarding career opportunities.

The PG Diploma Program in Marketing Management is designed to equip students/executives with the knowledge and skills needed for a successful career in the exciting fields of sales and marketing.

Program Structure

The program covers the more important topics related to Marketing Management. The broad areas in which the body of knowledge is developed and the students will be examined are divided into two groups. The structure of the program is given below:

Group/Part

Subjects

Group A

Part I

Introduction to Management & Managerial Effectiveness

Part II

Marketing Management

Group B

Part III

International Marketing & Services Marketing

Part IV

Sales & Distribution Management & Industrial Marketing

Outline Curriculum

Group A

Part-I: Introduction to Management & Managerial Effectiveness

  • Management: An Overview

  • Evolution of Management Thought

  • Social and Ethical Responsibilities of Management

  • Planning, Time Management & Objectives

  • Managerial Decision-making

  • Organizing, Organization Design & Organizational Culture

  • Line and Staff Authority and Decentralization

  • Human Resource Management and Staffing

  • Performance Appraisal and Career Strategy

  • Organizational Change and Organization Development

  • Managing the Human Factor and Creativity in Management

  • Employee Motivation and Emotional Intelligence in Management

  • Leadership and Change Management

  • Managing Communications & Multicultural Communication Skills

  • The Control Function & Control Techniques

  • Direct Control Versus Preventive Control

  • Management Information Systems

  • International Management.

Part-II: Marketing Management

  • Marketing - The Development of the Concept

  • Delivering Customer Values and Satisfaction

  • Marketing Environment

  • Marketing Budgets and Costs

  • Understanding Consumer Buying Behavior

  • Organizational Markets and Organizational Buying Behavior

  • Marketing Research, MkIS and Demand Forecasting

  • Market Segmentation and Market Targeting

  • Strategic Planning Process in Marketing

  • Product, Product Lines, Product Differentiation and Positioning

  • New Product Development

  • Branding, Packaging and Pricing

  • Channels of Marketing

  • Logistics, Wholesaling and Retailing

  • Communication Mix in Marketing

  • Promotion Mix and Sales Force Management

  • Global Marketing Strategies

  • Direct and Online Marketing

  • Marketing of Services

  • Marketing Management - Ethical and Social Dimensions

Group B

Part-III: International Marketing & Services Marketing

  • International Trade

  • Competitive Strategy in International Business

  • Entry Strategies in International Markets

  • Understanding Services and Services Marketing

  • Customer Expectations and Perceptions

  • Segmentation, Targeting, and Positioning

  • Managing Demand and Capacity

  • Product - Packaging the Service

  • Pricing Services

  • Promotion and Communication of Services

  • Place in Services

  • Additional P’s of Marketing

  • International Branding

  • Marketing in the Internet Environment

  • Relationship Marketing

  • Developing and Managing the Customer-service Function

  • Globalization of Services

  • Marketing Services-specific Industries
    (Hotels, Banking Industry, Telecom Industry, Broadcasting Services, Retailing Industry)

  • Education Services Marketing

  • Charities Marketing

Part-IV: Sales & Distribution Management & Industrial Marketing

  • Introduction to Industrial Marketing

  • Products, Services and Customers

  • Demand Issues

  • Organizational Buying and Buyer Behavior

  • Buyer - Seller Relationships

  • Product Strategy and New Product Development

  • Service Design and Delivery

  • Pricing Decisions

  • Promotion Mix

  • Business Networks and Technology

  • The Sales Organization

  • Sales Functions and Policies

  • International Sales Management

  • Sales Budgets

  • Estimating Market Potential and Forecasting Sales

  • Sales Quotas

  • Sales and Cost Analysis

  • Hiring and Training Sales Personnel

  • Compensating Sales Personnel & Motivating the Sales Force

  • Leading the Sales Force

  • Evaluating Sales Force Performance

  • Marketing Logistics

  • Wholesaling

  • Performance Measurement and Control

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