Definition of market and Marketing-Importance of marketing –Features and Object of Marketing – Role of Marketing in economic development - Modern Marketing concept- Global Marketing –E-marketing –Tele marketing.

Marketing functions - Exchange Functions - Buying –Selling – Marketing Information and Research: Meaning – Importance – MIS – Marketing Research – Objectives – Procedure – Types – Methods of Data collection – Limitations - Market Segmentation - Marketing Mix : Meaning – Definitions – Elements – Problems – Product: Meaning – Classification - Product Policies – Product planning and development – Product line – Product mix – Product life cycle- New product planning - Price: Meaning – Importance – Pricing – Pricing objectives – Factors affecting pricing decision –Procedure for price determination – Kinds of pricing.

Physical Function: Transportation –Storage – Physical Distribution: Definition – Importance- Types - Middlemen in Distribution – Agent Middlemen - Functions – Kinds- Merchant Middlemen – Functions – Wholesalers – Characteristics – Retailers – Functions – Types.

Facilitating Function – Promotion: Sales promotion – Definition – Importance – Objectives – Growth – Advantages – Kinds – Limitation – Advertising: Introduction – Evolution – Definition – Features- Objectives – Functions – Importance – Kinds -Advertising Copy – Kinds of Media – Personal Selling: Objectives – Importance – Types of salesman

Branding: Meaning – Reason for Branding – Conditions favorable to Branding – Functions – Features – Types of Brand – Advantages and Disadvantages - Packaging: Meaning –Growth – Characteristics – Types - Marketing Risk: Causes – Handling the risks – Preventions –Reduction – Shifting - Standardization: Meaning – Elements – Importance – Significance – Benefits - Grading: Meaning – Types of Grading.