Strategic Marketing MDU MBA First Sem

Syllabus

Course Code: 24IMSI201DS03

Strategic Marketing

UNIT-I

Marketing Concepts, Role of Marketing in Business, Marketing Mix, Concept of Strategic Marketing, Strategic Marketing Process, Marketing and Business Strategy, Marketing Strategy and Planning, Strategic Issues in Marketing

UNIT-II

Nature and Structure of Marketing Environment, Environmental Scanning and Analysis, PEST Framework Competitor Analysis, Customer Analysis, Buyer Behaviour Models, Organizational Buying Behaviour, Marketing  Information System; Marketing Cost and Financial Analysis

UNIT-III

Segmenting Markets, Niche Marketing, Market Targeting Strategies, Positioning Strategies, Relationship Strategies, Inter-Organisational Relationships, Influence of Market Position on Strategy, New Product Development – Planning, Process and Strategies

UNIT-IV

Product Strategies, Branding Strategies, Customer Service Strategy, Pricing Strategies, Advertising Strategies, Sales Promotion Strategies, Direct Marketing Strategies, Sales Force Strategies, Distribution Strategies