Nature and scope of Marketing, Evolution, Various Marketing orientations, Marketing Vs Sellingconcept, Consumer Need, Wants and Demand concepts.
Understanding the market environment:Assess the impact of micro and macro environment. 2hrs Services: Importance, distinctive characteristics of services, service mix 2hrs
Buyer behaviour: Buying motives- Meaning, Factors influencing buying behaviour/ Buying motives, Buyinghabits, Diffusion of innovations, Stages in buying decision process, Organisational buying Vs House hold buying.Consumerism, Consumer Protection Act, 1986-An introductionMarket segmentation, Targeting & PositioningSegmentation: Meaning, Need, Factors influencing segmentation, Market Aggregation, Basis for segmentation,Segmentation of Consumer/ Industrial markets. (2 Hours)Targeting: Basis for identifying target customers, Target Market Strategies, (2 Hours)Positioning: Meaning, Product differentiation strategies, Errors in positioning. (2 Hours)Marketing Mix Decisions
Product decisions: Concept, product hierarchy, diffusion process, New product development, Product Life cycle, Product mix strategies. Concept of Branding, Brand perception, Brand equity,(7 Hours))Packaging / Labeling: Packaging as a marketing tool, requirement of good packaging, Role of labeling in packaging (2 Hours)
Pricing concepts for establishing value, Impact of Five “C”s on pricing, Pricing strategies-Value based, Cost based, Market based, Competitor based, New product pricing,
Meaning, Purpose, Channel alternatives available to the marketing manager, Factorsaffecting channel choice, Channel design and Channel Management decision, Channel conflict, Distributionsystem, Multilevel Marketing (Network Marketing)
Marketing communication: Concept of communication mix, communication objectives, steps in developingeffective communication, stages in designing message,Advertising: Message content, Structure, Source, Advertising Budget, Measuring effectiveness of Ad.Hierarchy of effects in advertisingPromotion: Promotion mix, kinds of promotion, Tools and Techniques of sales promotion, Push-pull strategiesof promotion.Personal selling: Concept, Features, Functions, Steps involved in Personal SellingPublicity / public relation: Meaning, Objective, Merits/Demerits.Direct Marketing: Meaning, Features, Functions, Merits/Demerits, Role of media in DMBasic concepts of e-commerce, e-business, e-marketing, m-Commerce, m-marketing.
Marketing Planning: Meaning, Concepts of Marketing plan, Steps involved in planning.Marketing Organisation: Evolution of Modern Marketing department, Factors influencing the size of themarketing organisation, various types of marketing structures/organisationMarketing Audit: Meaning, Features of marketing audit, various components of marketing audit. (6 Hours)Case studies in Indian context only (4 Hours)