Program Duration: 6 Months (The admission for this course is valid for 1 year only)
CORE PROGRAMME STRUCTURE : FOUR MONTHS
Introduction:
Nature and scope of marketing, Evolution, Various marketing orientations, Marketing Vs Selling concepts,Consumer need, Want and demand concepts, Marketing Environment – Assessing the impact of micro and macro environment. Marketing challenges in the globalized economic scenario.
Understanding Consumer Behavior:
Buying motives, Factors influencing buying behavior, Buying habits, Stages in consumer buying decision process, Types of consumer buying decisions, Organizational buying Vs House hold buying, Consumer Protection Act, 1986 – An Introduction.
Market Segmentation, Targeting, Positioning & Branding
Segmentation: Meaning, Factors influencing segmentation, Market Aggregation, Basis for segmentation, Segmentation of Consumer and Industrial markets.
Targeting:
Meaning , Basis for identifying target customers, Target Market Strategies,
Positioning:
Meaning, Product differentiation strategies, Tasks involved in positioning.
Branding:
Concept of Branding, Brand Types, Brand equity, Branding Strategies
Product Decisions:
Concept, product hierarchy, New product development, diffusion process, Product Life cycle, Product mix strategies and merchandise planning and strategies.
Packaging / Labeling:
Packaging as a marketing tool, requirement of good packaging, Role of labeling in packaging
Pricing Decisions:
Pricing concepts for establishing value, Pricing strategies-Value based, Cost based, Market based, Competitor based, New product pricing – Price Skimming & Penetration pricing,
Distribution Decisions:
Meaning, Purpose, Channel alternatives, Factors affecting channel choice, Channel design and Channel management decisions, Channel conflict, Distribution system, Multilevel Marketing (Network Marketing)
Integrated Marketing Communications:
Concept of communication mix, communication objectives, steps in developing effective communication, Stages in designing message Advertising: Advertising Objectives, Advertising Budget, Advertising Copy, AIDA model, Advertising Agency Decisions
Sales Promotion:
Sales Promotion Mix, Kinds of promotion, Tools and Techniques of sales promotion, Push-pull strategies of promotion.
Personal Selling:
Concept, Features, Functions, Steps/process involved in Personal Selling,
Publicity / Public Relation:
Meaning, Objectives, Types, Functions of Public Relations
Direct Marketing:
Meaning, Features, Functions, Basic concepts of e-commerce, e-business, e-marketing, m-Commerce, m-marketing, e-networking.
Marketing Planning:
Meaning, Concepts of Marketing plan, Steps involved in planning.
Marketing Organization:
Factors influencing the size of the marketing organization, various types of marketing structures/organization
Marketing Audit:
Meaning, Features of marketing audit, various components of marketing audit.
| PRACTICAL COMPONENT – TWO MONTHS: Analysis the product life cycle of a few of a select consumer durables and non-durables. . |
| Project Work & Report Writing: Individual Project Report on M and its implementation in Industries- Business Communication – Report Writing |