Concept, nature, scope and importance of marketing: marketing concept and its evolution the philosophy or customer orientation; marketing mix; marketing organization strategic marketing planning- an overview.
Module II: Market analysis and selection
Marketing environment macro and Micro components and their impact on marketing decisions; Marketing Information System and Marketing research process, analyzing competition, demand forecasting, marketing segmentation targeting and positioning buyer behavior consumer versus organizational buyers. Consumer decision making process.
Module III: Product and pricing Decisions:-
Concept of a product; classification of products good versus, major product decisions, product line and product mix; branding and brand management; packing and labeling product life cycle, strategic implications; new product development and consumer adoption process. Pricing: factors affecting price determination, pricing policies and strategies.
Module IV: Distribution and promotion decisions:
Distribution channels and physical distribution decisions; nature, functions and types of distribution channels; distribution channel intermediaries, logistics channel management decisions, retailing and wholesaling, managing sales force.
Promotion decisions: communication process, promotion mix advertising, personal selling, direct marketing, sales promotion, publicity, and public relations, comparative advantages and disadvantages.
Module V: Issues and developments in marketing:
Social ethical and legal aspects of marketing.
Social ethical and legal aspects of marketing; cause related marketing, marketing controls, marketing of services; globalization& international marketing; Green marketing, cyber marketing, consumerism, social marketing, relationship marketing, rural marketing and other developments in marketing.
