Introduction to Marketing: Introduction, Definitions of market and marketing, The ExchangeProcess, Elements of Marketing Concept, Functions of Marketing, Old Concept or ProductorientedConcept, New or Modern or Customer- oriented Concept, Marketing Environment,Techniques used in environment analysis, Characteristics (Micro and Macro), Marketing to the21st century customer
Consumer Behaviour Analysis: Meaning and Characteristics, Importance, Factors InfluencingConsumer Behaviour, Consumer Purchase Decision Process, Buying Roles, Buying Motives,Buyer Behaviour Models
Market Segmentation, Targeting & Positioning: Concept of Market Segmentation, Benefits,Requisites of Effective Segmentation, Bases for Segmenting Consumer Markets, MarketSegmentation Strategies.Targeting - Bases for identifying target Customer target Marketing strategies,Positioning - Meaning, Product Differentiation Strategies, Tasks involved in Positioning.Branding - Concept of Branding, Types, Brand Equity, Branding strategies.
Managing the Product: Concept, product hierarchy, product line, product mix, product mixstrategies, Product life cycle and its strategies, New Product Development, packing as amarketing tool, Role of labelling in packing.
Pricing decisions: Significance of pricing, factor influencing pricing (Internal factor andExternal factor), objectives, Pricing Strategies-Value based, Cost based, Market based,Competitor based, Pricing Procedure.Marketing Channels: Meaning, Purpose, Factors Affecting Channel Choice, Channel Design,Channel Management Decision, Channel Conflict, Designing a physical Distribution System,Network Marketing,
Integrated Marketing communication: Meaning and Importance of MarketingCommunication, Communication Objectives, Steps in Developing Effective CommunicationAdvertising - Objectives, Ad Budget, AIDA Model, Advertising Copy Deciding Media,Evaluating Advertising Effectiveness,Sales Promotion - Kinds of Promotion, Tools and Techniques of Sales Promotion, Push and PullStrategiesPersonnel Selling - Concept, Features, Functions, and Steps involved in personal Selling.Publicity - Meaning, Objectives, Types, Functions of Public relations,Direct Marketing - Meaning, Features, Functions, Basic Concepts of E-Commerce, E-Business
Marketing Planning: Meaning, Concepts, Steps involved in Marketing planning,Marketing Audit- Meaning, Feature, Various components of Marketing AuditMarketing Strategy-Analysis of Industry and Competition, Strategic Planning Process,