Description
Introduction to Marketing: Meaning, Nature, and Scope of Marketing; Marketing Concepts and Philosophies (Production Concept, Product Concept, Selling Concept, Marketing Concept, Holistic Marketing Concept); Marketing Process.
Marketing Mix: 4Ps of Marketing (Product, Price, Place, Promotion).
Marketing Environment: Overview of the Marketing Environment; Key Environmental Factors (Demographic, Economic, Political, Legal, Socio-Cultural, Technological Environment) with a focus on the Indian Context.
Portfolio Approach: The Boston Consulting Group (BCG) Matrix.
Market Segmentation, Targeting, and Positioning (STP): Basis for Segmenting Consumer Markets; Targeting Strategies; Positioning Concepts.
Consumer Buying Behaviour: Factors Influencing Consumer Behaviour; Buying Decision Process.
Product Decisions: Concept of Product Life Cycle (PLC); PLC Marketing Strategies; Product Classification; Product Line and Product Mix Decisions; Branding Decisions; Packaging and Labelling Decisions.
Pricing Decisions: Determinants of Price; Pricing Methods and Strategies.
Promotion Decisions: Factors Determining the Promotion Mix; Promotional Tools (Advertising, Sales Promotion, Public Relations, Personal Selling).
Marketing Channel Decisions: Channel Functions; Channel Levels; Types of Intermediaries (Wholesalers and Retailers); Channel Management and Conflict Resolution; Physical Distribution.
Marketing of Services: Unique Characteristics of Services; Marketing Strategies for Service Firms; 7Ps of Services Marketing (Product, Price, Place, Promotion, People, Process, Physical Evidence).
Emerging Trends in Marketing: Concepts of Digital Marketing, Green Marketing, Customer Relationship Marketing (CRM), Direct Marketing, and Retail Marketing.
