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MBA _compulsory III &IV_ - 51 -

Dr. Babasaheb Ambedkar Marathwada University Aurangabad

   Revised Course Structure for Master in Business Administration

June 2009

MBA Semester IV             Specialization: - Marketing Management

Elective OP 406B - MARKETING STRATEGY AND RURAL MARKETING

Courses Contents 

Strategic Marketing Management - An overview - Characteristics and Trends of  Strategic Marketing Management, Corporate Strategic Planning - SWOT Analysis in Strategy Formulation

Differentiation Strategies - Obtaining sustainable competitive advantage - Strategies in declining and hostile markets

Product and Service Strategy - Marketing Communication Strategy - Marketing Channel Strategy - Designing the Pricing Strategy, Implementing various strategies  Strategies for International Marketing, Rural Marketing - Features, Significance and Limitations, Classification of products and services in Rural Marketing - Segmentation in Rural Marketing - Pricing, Promotion, Packaging and Branding for rural products

Books Recommended:-

1.

Tapan K. Panda,  Marketing Strategies for Emerging Markets ,  Excel Books2004

2.

Sukhpal Singh,  Rural Marketing Management, Vidya Vikas,  2008

3.

TP. Gopalswamy ,  Rural Marketing : Environment Problems and Strategies Vidya Vikas2008

4.

K.S. Habiburahaman, Rural Marketing in Indian, Himalaya Publication 2003

5.

Krishna Chayulu,  Cases in Rural Marketing : an integrated approach , Pearson 2008

Note :- At least 10 Case Studies should be taught in class on relevant         

          subject syllabus        

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