Business And Social Marketing

                                                                                                     Syllabus

                                                                    Business and Social Marketing

Module 1: Introduction to Business Marketing                                      10 Hours

Business Marketing Concept, Business vs. Consumer Marketing, Types of Industrial Markets, Types of Business Customers, Classifying Industrial Products & Services. Organisational Buying Process: Types of Purchases / Buying Situations, Buying Centre Concept, Inter Personal Dynamics of Business Buying Behaviour and Roles of Buying Centre. The Webster & Wind Model of Organisational Buying Behaviour, Ethics in Purchasing.

Module 2: Business Marketing Strategies                                                12 Hours

Segmenting, Targeting and Positioning of Business Market: Value Based Segmentation, Model for Segmenting the Organisational Market. Product & Brand Strategy: Developing Product Strategy, Analysing Industrial Product Life Cycle, Developing Strategies for New and Existing Products, Branding Process & Brand Strategy. Formulating Channel Strategy: Nature of Business Marketing Channels, Intermediaries, Direct and Indirect Channels, Recent Trends in Advertising.

Module 3: Pricing and Promotion in Business Marketing                   10 Hours

Price Determinants, Factors that Influence the Pricing Strategies, Pricing Methods and Strategies. Concept of Learning Curves Competitive Bidding, and Leasing. Promotional Strategies: Communication Objectives, Role of B-2-B Advertising, Sales Promotion in Industrial Markets, Trade Shows and Exhibitions and Personal Selling, Managing the Industrial Sales Force. Customer Relationship Management Strategies for Business Markets.

Module 4: Introduction To Social Marketing                                           6 Hours

Difference between Commercial Marketing and Social Marketing, Evolution of Social Marketing. The Marketing mix of Social Marketing, Criteria for social marketing programs, Spread Stages of social marketing, Social Marketing Wheel, Ten steps to developing a social marketing plan. Challenges in social marketing

Module 5: Developing Social Marketing Strategies                              10 Hours

Crafting a Desired Positioning, Product: Creating a Product Platform, Branding and Ethical Considerations for Product Platform. Price: Determining Incentives and Disincentives, More on Commitments and Pledges, Setting Prices for Tangible Goods and Services, Ethical Considerations for Pricing Strategies. Place: Making Access Convenient and Pleasant, Develop Place Strategy, Social Franchising, Managing Distribution Channels. Promotion: Deciding on Messages, Messengers, and Creative Strategies, Develop a Promotion Strategy, Selecting Communication Channels – traditional and Non traditional media channels. Factors Guiding Communication Channel Decisions.

Module 6 : Managing Social Marketing Programs:                             08 Hours

Budgets and Funding Sources of social Marketing programmes, Monitoring and Evaluation, Implementation and Sustaining Behaviour Plans. Application of social marketing models in Healthcare and public health management can be discussed through Case studies like social marketing for family planning, Malaria control, obesity prevention campaign, HIV prevention, tobacco control and Pulse Polio campaign in India.