Marketing Management, Marketing Research, Product & Brand Management, B2B Marketing, Sales & Distribution Management, Services Marketing, Integrated Marketing Communication, Consumer Behaviour, Strategic Marketing, Advertising.
Experience: 4 years
Objective: To develop understanding of underlying concepts, strategies and issues involved in the marketing of products and services.
Definition, Marketing vs. Selling, Marketing concepts and types. Marketing management, Marketing mix, Product portfolio decisions: Product portfolio matrices (BCG, GE) STP (Segmentation, Targeting, Positioning) concepts. Marketing planning, organization and control.
Product: Definition, classification, product line-concepts and decisions, differentiation, standardization vs. adaptation, New product development process, Product Life Cycle, Packaging, New trends in Packaging, labelling, tags, and quality standards.
Pricing: Meaning, pricing objectives, Process, Methods, price adaptation (geographical pricing, discounts & allowances, promotional pricing, discriminatory pricing, product mix pricing)
Physical distribution: Definition, Channels, functions & Levels of distribution channels, Channel-management decisions, Vertical, Horizontal and Multi-channel marketing systems, Legal and ethical issues in channel relations. Retailing: Meaning, types, functions of retailers, marketing decisions related to retailers. Wholesaling, Impact of technology and internet on distribution.
Promotion: Definition, promotion mix concept, Advertising: Meaning, advertising objectives, 5-M model, Sales promotion: Meaning, tools and techniques, Public relations: Definition, techniques and methods of PR, Direct marketing: Concept, channels (face to face selling, Direct mail), catalogue marketing, telemarketing, e-marketing, m-commerce, Personal selling: Meaning, process.