UNIT 1:
Evolution of Marketing - Marketing Environment
Definition of Marketing - Scope - Core Concepts
Evolution of Marketing - Marketing Environment
Marketing Interface with Other Functional Areas
Understanding the Marketing Plan.
Sustainable Marketing: Ethics and Social Responsibility in Marketing.
UNIT 2:
Buyer Behavior; Customer Value
Buyer Behavior; Customer Value
Influencing Factors on Consumer Behavior
Buying Situation - Buying Decision Process
Buying Situation - Buying Decision Process
UNIT 3:
UNIT 4:
Product Management: Features - Classification - Levels
Factors Affecting Pricing Decisions, Methods of Pricing. Brand Equity.
Factors Affecting Pricing Decisions, Methods of Pricing. Brand Equity.
Factors Affecting Pricing Decisions, Methods of Pricing. Brand Equity.
Factors Affecting Pricing Decisions, Methods of Pricing. Brand Equity.
Product Management: Features - Classification - Levels
UNIT 5:
The Role of Marketing Channels: Channel Functions & Flows, Channel Levels.
Channel Options: Introduction to Wholesaling, Retailing, Franchising, Direct Marketing.
Communication Mix Elements: Introduction to Advertising, Sales Promotion, Personal Selling, Public Relations, Direct Selling.
Recent Concepts in Marketing, Global Marketing Strategies
