Marketing Theory and Practices

Unit

Topics

No. of Lectures

Total=30

I

Introduction to Marketing: Definition, Nature, Scope & Importance of Marketing Management, Core Concepts of Marketing: Selling Concept, Production Concept, Modern Marketing Concept, Societal Marketing

7

II

Market Segmentation: Concept, Basis of Segmentation, its Importance in Marketing; Targeting: Concept, Types, Importance; Positioning: Concept, Importance, Brand Positioning, Repositioning.

7

III

Marketing Mix: Product – Product Mix, New Product Development, Types of Product, Product Life Cycle, Branding and Packaging. Distribution – Concept, Importance, Different Types of Distribution Channels. Marketing Mix: Price – Meaning, Objective, Factors Influencing Pricing, Methods of Pricing Promotion – Promotional Mix, Tools, Objectives, Media Selection
& Management

9

IV

Marketing Research: Importance, Process & Scope. Marketing Information System: Meaning, Importance and Scope. Consumer Behaviour: Concept, Importance and Factors Influencing Consumer Behaviour.

7