Introduction:Marketing - Meaning, Scope and Importance; Concepts, Philosophies of Marketing; Marketing Environment: Macro and Micro Environmental Factors. Consumer Decision Making Process; Market Segmentation- Levels and Bases of Segmenting Consumer Markets, Market Targeting- Concept and Criteria, Product Positioning – Concept and Bases
Unit 2:(14 Hours)
Marketing Mix Decision – Product and Pricing:Product Decisions: Concept and Classification; Levels of Product. Product Strategies; Branding Decisions; NewProductDevelopment;ProductLife Cycle; PricingDecisions:Objectives;FactorsAffectingPricing;PricingMethods;PricingStrategies
Unit 3: (14 Hours)
Marketing Mix Decisions -Promotion and Distribution: Distribution Decisions: Channels of Distribution- Types and Functions. Delivering Value- Factors Affecting Choice of Distribution Channel; Channel Management; PromotionDecisions:CommunicationProcess;Decisionabout PromotionMixTools: Advertising,PersonalSelling,SalesPromotion,PublicRelations,PublicityandDirect Marketing; Integrated Marketing CommunicationApproach.
Unit 4: (14 Hours)
Introduction to Emerging Trends in Marketing:Relationship Marketing, Sustainable Marketing, Green Marketing, Social Marketing, Digital Marketing, Social Media Marketing, Role of AI and Robotics in Marketing, Ethical Issues in Marketing.