Lectures (Class) 1

Topics to be Covered Marketing: Market Marketplace/ Market-space, Marketers & Prospect, Need/ Want/ Demand, Scope of Marketing: Value and Satisfaction, Exchange & Transaction. Core Concept of Marketing: Relationship and Network, Supply Chain. Marketing Management: Evolution, Organization, Relationship with Other Departments, Marketing Orientation, Marketing Process, Element of Marketing Management Marketing Management Philosophy : Production Concept, Product Concept, Selling Concept, Marketing Concept Societal Marketing Concept How Business and Marketing Are Changing : A Case Study Marketing Environment: Needs & Trend Analysis SWOT, Microenvironment (Internal ) : Company, Suppliers, Intermediaries, Customers, Competition, & Public Marketing Environment: Macro Environment (External) : Demography, Economical, Natural, Technological, Political, Cultural Responding to the Market Environment: Reviewing and Discussing the Concepts; Application of Concepts. Focus on Technology and Ethics. Marketing in the Twenty- First Century: Consumer Behavior: Model of Consumer Buying Behavior Characteristics Affecting Consumer Behavior: Cultural, Social, Personal, And Psychological. Types of Buying Decision Behavior: Complex, Dissonance-Reducing, Habitual, Variety Seeking. Buyer Decision Process: Need, Organization, Information Search, Evaluation Of Alternatives, Purchase Decision, Post-Purchase Behavior. Buyer Decision Process for New Products Consumer Behavior Across The International Border: Business Market ( Structure, Demand, Buying Unit, Decision Types and Process) Business Buyer Behavior (Situation, Process and

Activities

Reading Materials

Brainstorming Text Book/ Class lecture, Case study Class discussion

Class lecture, Class discussion Class lecture, Class discussion Group Participation Class lecture, Class discussion

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Brainstorming Class lecture, Class discussion Class lecture, Class discussion Group Assignment I Presentation Brainstorming Class lecture, Class discussion Class lecture, Class discussion

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Influences) 12 13 E- Procurement, Institutional and Gov. Market. Class Test For 30 Minutes Customer Driven Marketing Strategies: Market Segmentation: Meaning, Process Segmentation Variables, Consumer Market, Business Market, Institutional Market Require of Effective Segmentation. Market Targeting: Evaluation of Market Segmentation, Selection of Target Market, Social Responsible Target Market. Differentiation and Positioning of Market for Competitive Advantage: Positioning Map, Strategies, Communication & Delivery. Marketing Mix: Concepts of 4 Ps & 4 Cs Implementation of Marketing Program Products and Service Strategies: A Product, Product Concept & Classification, Differentiation, Positioning and Designing Products Support Services. Product & Service Decision: Individual Products, Product Line Decision, Product Mix Decision Service Market: Concept, Strategies. Nature and Characteristics of A Service. International Product & Service Marketing New Product Development & Product Life Cycle Strategies: Stages in Development. New Product Development Strategies. Written Test Up to Unit V Implementation of Marketing Program (Cont.) Pricing Consideration and Approach: Value Based Pricing. Company and Product Cost, Factors Affecting Pricing Decision. General Pricing Approach. Pricing Strategies: Pricing Method and PoliciesSkimming Pricing, Penetration Pricing, Product Line Pricing, Optimal Product Pricing, Capture Product Pricing, By Product Pricing, Product Bundle Pricing. New Product Pricing Strategies. Product Mix Pricing Strategies. Pricing Adjustment Strategies: D & A Pricing, Segmented Pricing, Promotional Pricing, Psychological Pricing, Geographical Pricing, Dynamic Pricing, International Pricing. Price Change, Response to Price Change, Public Lecture Assessment I Class lecture, Class discussion

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Class lecture, Class discussion Class lecture, Class discussion Assessment II Class lecture, Class discussion

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Policy & Pricing, Pricing Within Channel Levels and Across the Channel Levels. Written test Unit VI Distribution Channel & Logistic Management Nature, Behavior, Organization& Importance of Dist. Channels. Channel Design Decision: Customers Need, Setting Channel Objective, Identifying And Analyzing Alternative Channels. Design International Dist. Channels. Channel Management Decision: Selection, Management, Motivation, Evaluating Channels Members. Public Policy And Distribution Decision. Nature & Importance of Physical Distribution & Marketing Logistics. Retiling & Wholesaling; Retailing: Types, Features, Marketing Decision. Wholesaling: Types, Marketing Decision, and Trend. Integrated Marketing Communication Strategies: Need & Model, Promotion Mix. Communication Process, Steps In Developing Effective Communication: Identifying Audience, Objectives, Message Decision, Choice Media, Selection Of Message Source,& Feedback. Setting The Total Promotional Budget & Mix, Shaping Overall Promotion Mix, Integrated Promotion Mix. Socially Responsible Marketing Communication: Advertising & Sales Promotion Personal Selling. Review Of Whole Course Written Test

Class discussion Assessment III Class lecture, Class discussion

Class lecture, Class discussion Class lecture, Class discussion Class lecture, Class discussion Class lecture, Class discussion Class lecture, Class discussion Class lecture, Class discussion Class lecture, Class discussion Assessment IV

Note: Assignment and other Group Activities will be designed during the course. Internal Assessment will be planned as per the University requirement.