SEMESTER 1

Fundamentals of Marketing
Definition and evolution of marketing
Fundamental marketing concept (needs, wants, demand, target market, value &
satisfaction, relationships & networks)
Marketing channels

Customer Value, Satisfaction and Loyalty.

Concept of value and customer value proposition

Analyzing Consumer Markets-

Cultural, Social, Personal factors
Psychological processes: Motivation, Perception, Learning and Memory
Five Stage Buying Decision Process Model (decision making based on level of
involvement and brand differentiation)

Adapting marketing to changing scenario-

Pure click versus brick and click companies.
Marketing - Mix Decisions (Four Ps)

Contemporary issues in Marketing:

Green Marketing
Hospital & Health care Marketing (Why healthcare marketing, Role of marketing in the
Healthcare sector
Digital Marketing

E-marketing
CSR and Rural Marketing
 SEMESTER 2

1.Product management
What is product management?
What do project managers do?
Competitor Analysis
Product Portfolio Models The Strengths and Limitations of BCG Growth-Share Matrix.
Shells Directional Flow Matrix
New Product Introduction Process

2. Services Marketing
Classification of Services
The Growth in services: Indian scenarios
Gap model

3.Sales and Distribution Management

Role and duties of Sales Manager.
Theories of selling.
People Management-Sales force
Sales Promotion
Sales Forecasting and Budgeting Sales
Management of Sales territory and sales quota
The concept of channel flows
Basics of warehouse/inventory/ transportation planning
Intermediaries
Managing channel partner

4.Brand management
What is branding ?
Need for branding?
Brand identity, association, essence, personality , image

5. Consumer behaviour
7Os consumer research
Buying behaviour
The stages of buying decision process
Postpurchase behaviour

Measuring customer lifetime value

 SEMESTER 3

1. Business To Business Marketing

Introduction
Industrial customers, purchasing and buying, decision process, contemporary trends
B2B marketing
Segmentation, pricing, branding, sales strategies
Channel strategy

2. Customer Relationship Management

Introduction to CRM, Customer loyalty
Strategy and organization
CRM Marketing, analytical marketing
CRM 6 marketing system and implementation
3. Integrated Marketing Communication
Marketing communications
Models of marketing communications
Budget planning for marketing communication
Ethics and legal issues
Advertising
4. Rural Marketing
Rural consumer behaviour, product and pricing strategy
Future direction of rural marketing
Applications in rural marketing
Multichannel Retailing and latest trends
5. Retail Management
Strategic alternatives
Market Penetration
Retail format development
Location strategies in retailing
International Retailing
Merchandise management at retail
Attributes and functions affecting the buying organization
Buying, Outsourcing of Merchandise at retailer
Sources of supply and Selection
Category Management at retailer
6. Digital Marketing
How to Use of online advertising as best tool for brand building
Concept of Search Engine Marketing and Use of Google ad words
Key Factors in Designing and managing mobile marketing campaigns
Use of Facebook and Linked in as Social Media Marketing
Microsite as a Brand positioning tool
Blogging as effective marketing tool
Dos and donts in internet marketing
7. Sustainable Marketing
Link between consumerism, marketing and environment
Green marketing and 5Ps of green marketing
Corporate social responsibility
Consumerism, consumption and ethical marketing
8. Product Innovation
New product development as proactive / reactive process
Steps for Creation customer focused ideas
Opportunities sensing externally and internally
Idea generation concept and tools
The economics of first movers and second movers
New product diffusion models
Auditing innovation performance