Marketing for Customer Value | MBA 1st Sem | Bangalore University

Syllabus

1.5: Marketing for Customer Value

Module 1: Introduction to Marketing                                                                                         12 Hours

Introduction: Concept, Nature, Scope and Importance of Marketing; Marketing Concept and its Evolution; Marketing Mix; Strategic Marketing Planning – an Overview. Market Analysis and

Selection: Marketing Environment – Macro and Micro Components and their Impact on Marketing Decisions. Concept of Market Segmentation, Bases for Market Segmentation, Types of Market Segmentation, Effective Segmentation Criteria, Evaluating & Selecting, Target Markets, Concept of Target Market, Positioning and Differentiation Strategies, Concept of Positioning.

Module 2: Product Decisions                                                                                                         8 Hours

Concept of a Product; Classification of Products; Major Product Decisions; Product Line and Product Mix; Branding; Packaging and Labeling; Product Life Cycle – Strategic Implications; New Product Development and Consumer Adoption Process. Pricing Decisions: Factors Affecting Price Determination; Pricing Policies and Strategies; Discounts and Rebates.

Module 3: Distribution Channels                                                                                                   8 Hours

Distribution Channels and Physical Distribution Decisions: Nature, Functions, and Types of Distribution Channels; Distribution Channel Intermediaries; Channel Management Decisions; Retailing and Wholesaling.

Module 4: Promotion Decisions                                                                                                   12 Hours

Communication Process; Promotion mix – Advertising, Personal Selling, Sales Promotion, Publicity and Public Relations; Determining Advertising Budget; Copy Designing and Testing; Media Selection; Advertising Effectiveness; Sales Promotion – Tools and Techniques.

Module 5: Marketing Research                                                                                                     8 Hours

Meaning and Scope of Marketing Research; Marketing Research Process. Marketing Organisation and Control: Organising and Controlling Marketing Operations

Module 6: Issues and Developments in Marketing                                                                      12 Hours

Social, Ethical and Legal Aspects of Marketing; Marketing of Services; International Marketing; Green Marketing; Cyber Marketing; Relationship Marketing and other Developments of Marketing.