- Marketing – Nature and scope- Marketing as the central function of an organization-Evolution of Marketing
- Marketing Management
- Definition
- Importance
- Fundamentals
- Changes
- Necessities
- Creating, Communicating and Delivering –Value-Value Chain
- Value Networks and Channels
- Marketing Channels and Value networks
- Role of marketing channels
- Channel Design Decisions
- Channel Management Decisions
- Channel Integration and Systems
- Customer satisfaction as the end of the value chain
- Marketing Environment – Internal and External environment- Marketing Information System.
- Gathering information and scanning the environment
- Marketing information system
- Marketing intelligence
- Macro environment
- Demographic Environment
- Marketing Research
- Marketing Research and forecasting demand
- Marketing Research System
- Marketing Research Process
- Measuring Marketing Productivity
- Forecasting and Demand Measurement
- Strategic Marketing Planning- Elements of Marketing Plan
- Developing Marketing Strategies and plans
- Values Delivery Process and Value Chain
- Corporate and Division Strategic Planning
- Business Unit Strategic Planning
- Nature and Contents of Marketing Plan
- Buyer Behaviour – Consumer buying decision process- Consumer adoption process
- Analysing Consumer Market
- Factors influencing Consumer Behaviour
- Key Psychological process
- Buying Decision Process
- Theories of Consumer decision making
- Organizational Buying – Process
- Analysing Business Market
- Organizational Buying
- Purchasing Procurement Process
- Stages in the Buying process
- Managing B2B customer Relationship
- Market segmentation- Targeting
- Identifying Market Segments and targets
- Levels of market Segmentation
- Segmenting Consumer Market
- Bases for segmenting Business market
- Market Targeting
- Positioning
- Positioning
- Definition
- Positioning Strategies
- Benefits
- Repositioning
- Identifying and analysing competitors
- Dealing with Competition
- Competitive Forces
- Identifying competitors
- Analysing Competitors
- Strategies of Market leaders
- Other competitive Strategies
- Concept of Product- Classification of products
- Setting Product Strategy
- Product Characteristics and Classification
- Differentiation
- Product and Brand Relationships
- Packing and labelling
- Product life cycle
- Product Life cycle Strategy
- Introduction Stage
- Growth Stage
- Maturity Stage
- Decline Stage
- New Product Development
- New Product development
- Meaning of a new product
- Stages/steps in Creating a New Product
- Challenges in creating New Product
- Factors affecting Adoption of a new product
- Pricing- Factors affecting Price Determination- Pricing Policies and Strategies.
- Developing Pricing Strategies and Programs
- Understanding Pricing
- Setting the Price
- Adapting the price
- Initiating and Responding to price Changes
- Marketing Channels – Functions and Flows- Channel Design, Channel Management
- Distribution
- Logistics
- Channels
- VMS
- HMS
- MMS
- Teleshopping – Shopping through Internet
- Internet Marketing
- Introduction
- Branding
- Internet marketing research
- E-mail marketing
- Promotions
- E-Business Advertising
- E-Business Public relations
- B2B marketing On the Web
- Search Engines
- Integrated Marketing Communication Process and Mix
- Integrated marketing Communications
- Role of marketing Communications
- Developing Effective Communications
- Deciding the Communication Mix
- Managing the IMC
- Advertising- Personal selling- Direct Marketing- Sales Promotion, Publicity and Public Relations
- Promotion Decisions
- Marketing Communication mix
- Advertising
- Sales promotion etc.
- Steps in communication Program
- Black Box model
- AIDAS model
- Marketing of Services
- Designing and Managing Services
- The nature of service
- Marketing strategies of Service firms
- Managing Service Quality
- Managing Service Brands
- Managing Product support services
- Marketing Challenges in the Globalized era
- Rural Marketing in India- Recent trends