Module 1:

Introduction to Marketing: Introduction, Definitions of market and marketing, The Exchange Process, Elements of Marketing Concept, Functions of Marketing, Old Concept or Productoriented Concept, New or Modern or Customer- oriented Concept, Marketing Environment, Techniques used in environment analysis, Characteristics (Micro and Macro), Marketing to the 21st century customer

Module 2:

Consumer Behaviour Analysis: Meaning and Characteristics, Importance, Factors Influencing Consumer Behaviour, Consumer Purchase Decision Process, Buying Roles, Buying Motives, Buyer Behaviour Models 21

Module 3:

Market Segmentation, Targeting & Positioning: Concept of Market Segmentation, Benefits, Requisites of Effective Segmentation, Bases for Segmenting Consumer Markets, Market Segmentation Strategies. Targeting - Bases for identifying target Customer target Marketing strategies, Positioning - Meaning, Product Differentiation Strategies, Tasks involved in Positioning. Branding - Concept of Branding, Types, Brand Equity, Branding strategies.

Module 4:

Managing the Product: Concept, product hierarchy, product line, product mix, product mix strategies, Product life cycle and its strategies, New Product Development, packing as a marketing tool, Role of labelling in packing.

Module-5

Pricing decisions: Significance of pricing, factor influencing pricing (Internal factor and External factor), objectives, Pricing Strategies-Value based, Cost based, Market based,

Competitor based, Pricing Procedure. Marketing Channels: Meaning, Purpose, Factors Affecting Channel Choice, Channel Design, Channel Management Decision, Channel Conflict, Designing a physical Distribution System, Network Marketing,

Module 6:

Integrated Marketing communication: Meaning and Importance of Marketing

Communication, Communication Objectives, Steps in Developing Effective Communication Advertising - Objectives, Ad Budget, AIDA Model, Advertising Copy Deciding Media, Evaluating Advertising Effectiveness, Sales Promotion - Kinds of Promotion, Tools and Techniques of Sales Promotion, Push and Pull Strategies Personnel Selling - Concept, Features, Functions, and Steps involved in personal Selling. Publicity - Meaning, Objectives, Types, Functions of Public relations, Direct Marketing - Meaning, Features, Functions, Basic Concepts of E-Commerce, E-Business

Module 7:

Marketing Planning: Meaning, Concepts, Steps involved in Marketing planning,Marketing Audit- Meaning, Feature, Various components of Marketing Audit

Marketing Strategy-Analysis of Industry and Competition, Strategic Planning Process, Case Studies of Indian Context Practical Components

• Analyze Product Life Cycle of few Products like-Electronic goods, Computers.

• Analyze Packaging strategies used by FMCG companies

• Analyze Marketing strategies/planning used by automobile cosmetic and FMCG companies