UNIT I -INTRODUCTION –Marketing lies at the core of all business. Whatever the character or size of your entity, its profit can come from only one place; the marketplace. All businesses are dependent on the income they earn from their customers, clients or buyers. In most larger businesses it is marketing managers who are primarily responsible for keeping their company close to its customers. In any case, all those who have a direct responsibility for identifying, reaching and satisfying customers are engaged in marketing and everybody in a business needs to understand its marketplace activities.
This course offers a complete introduction to professional marketing thought and action. Core concepts in Marketing and the Evolution of Marketing. And also discuss about the Marketing Planning Process. This course explains the nature and purpose of marketing, followed by the fundamentals of each of the most important marketing tasks. This course will be providing the Core concepts in Marketing and Evolution of Marketing. It Marketing Planning Process analyses the business need for customer orientation, the evaluation of markets and the targeting of market opportunities done through Scanning Business environment: Internal and External and creation of Value chain. Core Competencies are estimated by the analysis like PESTEL − SWOT Analysis. Everything needs to know about marketing management. Marketing Management performs all managerial functions in the field of marketing. Marketing Management identifies market opportunities and comes out with appropriate strategies for exploring those opportunities profitably. Marketing employs a definite analysis like Core Competencies and PESTEL and SWOT Analysis − Marketing interface with other functional areas – Production, Finance, Human Relations Management, Information System − Marketing in global environment – International Marketing − Rural Marketing − Prospects and Challenges.
UNIT II- MARKETING STRATEGY -The goal of this unit is to develop skills in formulating and implementing marketing strategies for brands and businesses. The course will focus on issues such as the selection of which businesses and segments to compete in, how to allocate resources across businesses, segments, and elements of the marketing mix, as well as other significant strategic issues facing today's managers in a dynamic competitive environment. To understand the Key Drivers of Marketing Strategies and Strategies for Industrial Marketing vs Consumer Marketing. Role and functions of Services marketing. Able to do Competition Analysis and to Analyse the consumer and industrial markets and to understand the Influence of Economic and Behavioural Factors with Strategic Marketing Mix components.
UNIT III - MARKETING MIX DECISIONS A central theme of the course is that the answer to these strategic problems varies over time depending on the stage of the product life cycle at which marketing decisions are being made. As such, the PLC serves as the central organizing vehicle of the course. We will explore such issues as how to design optimal strategies for the launch of new products and services that arise during the introductory phase, how to maximize the acceleration of revenue during the growth phase, how to sustain and extend profitability during the mature phase, and how to manage a business during the inevitable decline phase. And about the study of Product planning and development. Methodology of New product Development and Management. This unit of the course will help in Defining Market Segmentation, Targeting and Positioning. It is to give a big insight regarding the Brand Positioning and Differentiation. This will create the Scope of studying the Channel Management and Managing Integrated Marketing Channels. Will give insight of Managing Retailing, Wholesaling and Logistics. Understanding the theory and practice of Advertising and Sales Promotions. Skill of learning Pricing Objectives, Policies and Methods.
UNIT IV- BUYER BEHAVIOUR -Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behaviour with the goal of understanding how these ideas can be used in marketing decision making. The module will consist of a topic covered include customer psychological processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing (e.g., segmentation, branding, and customer satisfaction). The goal is to provide you with a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions. Understanding Industrial and Consumer Buyer Behaviour and Influencing factors. Study of models of Buyer Behaviour like Online buyer behaviour Building and measuring customer satisfaction and Customer relationships management and to know the techniques of Customer acquisition, Retaining, Defection and tools for Creating Long Term Loyalty Relationships.
UNIT V -MARKETING RESEARCH & TRENDS IN MARKETING-This course emphasizes the use of Scientific Research Methods to develop marketing strategies and assist marketing personnel in making prudent marketing decisions. The course covers an examination of product, consumer, competitive and market research; types of research by technique or function, stages in the empirical research process, survey research methods, questionnaire construction, an analysis of the various types of secondary data, types of sampling designs and procedures, data collection methods, data analysis and elementary statistical applications. Trends in Marketing Information System. Studying the process of Product and Advertising, Promotion. Analysis of Consumer Behaviour and Retail research. Methodology of designing the Customer driven organizations. Elucidate the Cause related marketing and Ethics in marketing. Knowing the trend of Online marketing trends, social media and digital marketing environment: Internal and External and creation of Value chain. Core Competencies are estimated by the analysis like PESTEL − SWOT Analysis. Everything needs to know about marketing management. Marketing Management performs all managerial functions in the field of marketing. Marketing Management identifies market opportunities and comes out with appropriate strategies for exploring those opportunities profitably. Marketing employs a definite analysis like Core Competencies and PESTEL and SWOT Analysis − Marketing interface with other functional areas – Production, Finance, Human Relations Management, Information System − Marketing in global environment – International Marketing − Rural Marketing − Prospects and Challenges.
