Unit –I
Understanding Marketing and Consumers: Definition, Importance, Scope, Various
Marketing Concepts, Marketing Mix, Marketing vs Selling, Effect Of Liberalization and
Globalization, Creating Customer Value. Analyzing Marketing Environment- Micro,
Macro Corporate Strategic Planning: defining role marketing strategies, Marketing planning
process. Marketing Information System: Concept and Components. Understanding
Consumer Behaviour, Factors Influencing Consumer Buying Behaviour, Business Buying
Process, Understanding Business Buyer Behaviour.
Unit –II
Creating and Managing Product: Market Segmentation & Targeting. Differentiation &
Positioning, Competitors Analysis. Product Decisions: Product Mix, Packaging And
Labelling Decisions, Branding & Brand Equity, Services Marketing, New Product
Development, Consumer Adoption Process, Product Life Cycle and Strategies. Pricing
Decisions: Objectives, Factors Affecting Pricing Decisions, Pricing Methods, Price Changes,
Pricing Strategies.
Unit –III
Delivering and Promoting Product: Supply Chain Decisions: Nature, Types, Channel
Design and Channel Management Decisions, Retailing, Wholesaling, Managing Logistics
and Supply Chain. Promotion Decisions: Communication Process, Promotion Mix,
Advertising, Sales Promotion, Public Relations, Direct Selling and Online Marketing.
Personal Selling: Personal Selling Process, Managing the Sales Force, Designing Quota &
Territories, Evaluating Performance.
Unit –IV
Emerging Trends in Marketing: Green Marketing, Event Marketing, Network Marketing,
Direct Marketing, Social Marketing, Buzz Marketing/ Viral Marketing, Consumerism,
Customer Relationship Management (CRM), Customer Satisfaction, Loyalty, Retention,
Global Marketing, Rural Marketing, E-Commerce: Marketing In The Digital Age.