Nature and scope of marketing, Evolution, Various marketingorientations, Marketing Vs Selling concepts, Consumer need, Want anddemand concepts, Marketing Environment – Assessing the impact of microand macro environment. Marketing challenges in the globalized economicscenario.
Buying motives, Factors influencingbuying behaviour, Buying habits, Stages in consumer buying decisionprocess, Types of consumer buying decisions, Organizational buying VsHouse hold buying, Consumer Protection Act, 1986 – An Introduction.
Segmentation: Meaning, Factors influencing segmentation, MarketAggregation, Basis for segmentation, Segmentation of Consumer andIndustrial markets.Targeting: Meaning , Basis for identifying target customers, Target MarketStrategies,Positioning: Meaning, Product differentiation strategies, Tasks involved inpositioningBranding: Concept of Branding, Brand Types, Brand equity, BrandingStrategies
Product Decisions: Concept, product hierarchy, New product development,diffusion process, Product Life cycle, Product mix strategies andmerchandise planning and strategies.Packaging / Labeling: Packaging as a marketing tool, requirement of goodpackaging, Role of labeling in packaging
Pricing concepts for establishing value, Pricingstrategies-Value based, Cost based, Market based, Competitor based, Newproduct pricing – Price Skimming & Penetration pricing,
Meaning, Purpose, Channel alternatives, Factorsaffecting channel choice, Channel design and Channel managementdecisions, Channel conflict, Distribution system, Multilevel Marketing(Network Marketing)
ntegrated Marketing Communications: Concept of communication mix,communication objectives, steps in developing effective communication,Stages in designing messageAdvertising: Advertising Objectives, Advertising Budget, Advertising Copy,AIDA model, Advertising Agency DecisionsSales Promotion: Sales Promotion Mix, Kinds of promotion, Tools andTechniques of sales promotion, Push-pull strategies of promotion.Personal selling: Concept, Features, Functions, Steps/process involved inPersonal Selling,Publicity / Public Relation: Meaning, Objectives, Types, Functions ofPublic RelationsDirect Marketing: Meaning, Features, Functions, Basic concepts of e-commerce, e-business, e-marketing, m-Commerce, m-marketing, e-networking.
Marketing Planning: Meaning, Concepts of Marketing plan, Steps involvedin planning.Marketing Organisation: Factors influencing the size of the marketingorganization, various types of marketing structures/organisationMarketing Audit: Meaning, Features of marketing audit, various (5 Hours)components of marketing audit.CASE STUDIES ON INDIAN CONTEXT ONLY (4 Hours)