Basics of Marketing: Definition of Marketing, and Marketing Management;Nature and scope of marketing; Marketing Environment: Macro and MicroMarketing Environment, Scanning the environment; Marketing organization;Marketing planning: marketing planning process; Sales planning and control,sales forecasting and policy making.
Buying behaviour: Need for studying consumer behaviour, consumermodelling: the economic model, learning model, psychoanalytic model, thesociological model, the Howard Sheth model of buying behaviour, the Nicosiamodel, the Engel - Kollat – Blackwell model; Consumer behaviour andperception, learning, personality, attitude, motivation; Social influence onconsumer buying behaviour – groups, types of groups relevant to consumerbehaviour; Industrial buying behaviour.
Marketing Segmentation and Marketing Strategies – segmentation basis,selection of segments, segmentation strategies, targeting and positioning;Marketing mix for product and services; 5 M’s of Advertising, 6 C’s of Distribution Channel; Marketing information system; Marketing strategy: product life cycle strategies, new product development and strategies.
Physical Distribution - Channels of Distribution –Role of Physical Distribution in India – Supply Chain Management – Direct Marketing and Retail Marketing.
Marketing research: application of marketing research, research process,research design, research tools, research analysis – factor analysis, clusteranalysis, conjoint analysis, product research, packaging research, pricingresearch, promotion research, customer satisfaction research, sales anddistribution research, brand research, advertising research.