| MUET / Departments / Computer Systems & Software Engineering / Course of CS / EM&M |  |
E-MARKETING AND MANAGEMENT Theory (100) INTERNET MARKETING Internet tools, Internet as marketing, E-Commerce application, Classification, Web Business perspective, Internet business model, Internet Marketing information. MARKETING IN CHANGING WORLD Marketing, Marketing Management philosophies, The Product, The Selling Concept, Societal Marketing Concept, Marketing challenges into the next century, Information Technology Boom, Rapid Globalization. STRATEGIC PLANNING AND THE MARKETING PROCESS Strategic Planning, Designing Business Portfolio, Primary Functional Strategies, Strategic Planning & Small Business, Target Marketing, Developing Marketing Mix, Marketing Process, Marketing Effort Management, Marketing Analysis, Marketing Planning, Marketing Implementation, Marketing Organization, Marketing Control . MARKETING ENVIRONMENT The Company’s Microenvironment, Company, Suppliers, Intermediateries, Customers, Competitors, Publics, Macro environment, Demographics, Economics, Natural, Environmental, Political, Cultural. . MARKETING RESEARCH & INFORMATION SYSTEM Marketing Information System, Assessing, Developing & Distributing Information, Marketing Research Process, Problems and Research Objectives, Research Plans and Implementation, Interpreting & Reporting the findings, Marketing Research Considerations, International, Public Policy and Ethics Marketing Research. DEVELOPING MARKETING STRATEGY AND MARKETING MIX Market Segmentation, Segmenting Customers Marketing, Segmenting Business Marketing, International Marketing, Effective Segmentation, Market Targeting, Evolution of Marketing Segments, Selection of Marketing Segments, Market Positioning, Positioning Strategies, Implementation Positioning Strategies, Competitive advantage, PRODUCT AND SERVICE STRATEGIES Product, Product Classification, Individual Product Decisions, Product-Line Decisions, Product Mix Decisions, Service Marketing, Market Organization, Persons, Places, and ideas, International Product and Service Marketing. PRODUCT DEVELOPMENT AND LIFE-CYCLE STRATEGIES New Product Development strategy, Idea Generation & Screening, Concept Development & Testing, Product Development, Test Marketing, Product life cycle strategies, Introduction, Growth, Maturity & Decline Stage. PRODUCT PRICING Price Setting Factors, Pricing Approaches, New-Product Pricing Strategies, Cost-based Pricing, Value-based Pricing, Compition-based Pricing, Market-Skimming Pricing, Product Mix Pricing Strategies, Product-line, Optional Product, Captive Product, By-Product, Product-bundle Pricing, Price Adjustment Strategies, Discounts, Allowances, Segmented, Physiological, Promotional, Geographical, International Pricing, Price Changes. DISTRIBUTION CHANNELS AND LOGESTICS MANAGEMENT Distribution Channel, Channel Behavior and Organization, Channel Design Decisions, Channel Management Decisions, Physical Distribution and Logistic Management. INTEGRATED MARKETING COMMUNICATION STRATEGY Developing Effective Communications, Target audience, Response Sought, Choosing Media, Collecting Feedback, Total Promotional Budget Mix, Advertising, Personal Selling, Direct Marketing, Changing Face Marketing Communications. ADVERTISING, SALES, PROMOTION AND PUBLIC RELATIONS Major Decision in Advertising, Sales Promotion, Public Relations tools and decisions. Books recommended: Philip Kotler, Gary Armstrong, “Marketing An Introduction”, 4/ed Philip Kotler, Gary Armstrong, “ Principles of Marketing “, 9/ed
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