Course Name: Marketing Management

Course Code: 204

Learning Objectives:

To provide an understanding of waste Marketing issues and concepts,

To familiarize the learners about the Consumer Behaviour and its limitation,

To create awareness about Communication Channels, Market Feedback and importance of Social
Marketing in Settings
Course Content:
Unit 1: Overview of Marketing:
Meaning and definition of Solid Waste Markets. Issues in Waste
Marketing.Consumer Behaviour, product categories in waste management, product or service or combination,
4 Ps and 7 Ps of product and service marketing. Branding the product, product features
Unit 2: Marketing Strategy:
evolving Waste Marketing Strategy; role of informal communication, pricing of the
product / service, pricing strategies, Determinants of price, types or levels of products, value creation in
product, value chain analysis
Unit 3: Distribution Systems:
Solid Waste Communication and Distribution systems, marketing, cost of
channels of distribution, management in solid waste, sales teams and targets
Unit 4: ICTs in Marketing:
ICTs in waste Marketing, Role of Social Media, promotion mix elements, role of
contemporary modes of marketing communications
Unit 5: Market support:
Role of commercial bank, Credit and Marketing linkages, identifying waste
management industry stakeholders, creating awareness within stakeholders for the product or service,
generating a standard on-going feedback system for improvements
Suggested Readings:
1. Marketing Management: Philip Kotler
2. Marketing Management: T.N.Chhabra
3. Principles of Marketing: Armstrong & Kotler