Nature and scope of marketing, Selling versus Marketing, basic concepts and approaches, Marketing management philosophies, Concept of Holistic Marketing. Market segmentation, Marketing Mix, Marketing Environment, Marketing System.
Product Strategy: Product Classification and product mix, branding and packaging decision, Integrated Marketing Communication.
Promotion Mix: Advertising, publicity, Selling, Sales Promotion and Public Relations.
Pricing decision, methods of setting prices, pricing strategies, product promotion Rural marketing. Steps for taking lead in Start-ups. Modern Marketing, future marketing.
Service Marketing: Introduction, Growth of service sector, Concept, Characteristics, Classification of service designing, Developing Human Resources. Marketing of Services with special reference to:
3)Hospitality services including travel, hotels, and tourism
5)Public unity service
Channel of distribution, Logistics supply chain management, Factors affecting choice of channel, Types of intermediaries and their roles. Types of Retailing – Retail Management, Internet marketing, Non-profit Marketing.