Introduction to marketing; concepts, marketing environment; segmentation, targeting & positioning, marketing mix (4Ps, 7Ps, etc.), Marketing Research, PLC,New product development process, pricing, pricing methods, promotion basics, promotion methods & strategies ,Demand forecasting
Product Life Cycle, levels of a product, product mix, product portfolio decisions, BCG matrix and its applications,Product planning, new product development process, Innovation and Creativity, product testing, product placement & commercialization.
Personal Selling, selling processes, types of sales organization, Sales forecasting,sales strategies, sales force incentive plans, sales promotion and its objectives, sales monitoring, sales reporting, motivating sales force, Advertising,PR.
Retail marketing and retail management, strategic retail marketing, retail marketing mix, CRM and retail marketing, CBB & retail marketing , Retail location, retail store operations, retail organizations & structure, SCM , Retail pricing and promotional pricing, retail branding strategies, store & non-store brands, merchandising and warehousing, global retailing, modern trade and new trends in retailing
Services, nature, service product & pricing, service positioning, CRM and services, CBB and services marketing, promoting & services , MIS, service processes, service distribution, employees (people) and services marketing, Customer relationship management (CRM), internet marketing, Social Media Optimisation (SMO), Social Media Marketing (SMM) and Search Engine Optimization (SEO).
Product Life Cycle, levels of a product, product mix, product portfolio decisions, BCG matrix and its applications,Product planning, new product development process, Innovation and Creativity, product testing, product placement & commercialisation.
Introduction to brands and brand management, brand research and brand equity, branding for different product categories, branding & differentiation, brand image, brand element and brand association, Brand equity measurement, competitive analysis, brand positioning, brand hierarchies, CBBE (Customer based brand equity), Branding & IMC, branding and marketing mix, branding and product mix, brand attributes, branding and segmentation,brand strategies, brand image and awareness, brand equity systems, brand value, brand extensions
CONSUMER BUYING BEHAVIOUR & INTEGRATED MARKETING COMMUNICATIONS
consumer personality & brand personality, buying influences, buying process, factors influencing buying decisions, models of buying behaviour, post purchase behaviour. Marketing research, methods, data collection techniques, sources of secondary data for marketing decisions, IMC definition, elements, IMC and brand communication process, role of advertising in branding process BTL, OOH, etc., promotions in IMC – consumer, trade sales, co-branding, in-branding, etc., packaging and labeling in IMC, PR.Consumer Protection in India: List of Consumer Rights.Consumer Protection Act,1986.
ADVANCED MARKETING TECHNIQUES
Global marketing, Strategic Marketing Process, value chain, value creation. Nature & scope of rural markets, marketing to cooperatives, channels of distribution in rural India.Inbound marketing, reverse marketing, up-selling, down-selling and cross selling techniques,CSR