1 Introduction: Fundamentals of Marketing – need, want, demand, value, exchange, transaction, competition;
Definitions of marketing; Evolution of marketing concepts(orientations); Marketing Mix – 4Ps and their subelements.
2 Strategic Marketing Planning: Corporate level strategies – SWOT Analysis; Product-Market Grid;
Marketing Plan – its nature and content
3 Marketing Environment: Major components of the microenvironment and macro-environment
4 Marketing Research: Role of marketing research in marketing decision making; Sources of market
information, Overview of the methods of primary and secondary research
5 Market Segmentation, Targeting and Positioning: Concepts of market segmentation and targeting;
Various bases for segmentation (consumer and industrial); Differentiation and Positioning strategies
6 Consumer Behaviour: A framework of consumer decision making process, overview of major factors
influencing consumer behavior
7 Product: Product Classification, Service – characteristics and expanded service mix elements; Product Line,
Product Mix; Product Life Cycle and marketing strategies at different stages of PLC; New Product
Development
8 Branding and Packaging: Purpose of branding; Characteristics of good brand name, brand naming
strategies; Brand equity; Branding strategies;
Purpose of Packaging; Types of Packaging – primary, secondary, shipping packages
9 Pricing: Procedure for price setting; Pricing objectives; Cost and demand consideration; Pricing methods;
Modifying the price; Pricing Strategies and Tactics
10 Marketing Channels: Importance of Marketing intermediaries; Types of intermediaries and their functions;
Levels of marketing channels; Channel flows and functions; Channel design decisions; Network Marketing
11 Promotion: Elements of Promotion Mix (advertising, sales promotion, personal selling, direct marketing, PR
and publicity) – characteristics and their relative strengths and weaknesses; Concept of Integrated Marketing
Concept
12 The Selling Process: Steps of selling process
13 Demand Forecasting: Basic concepts of market potential, Sales potential and Sales forecast; Purpose and
methods of sales forecasting
Readings
Blois - Textbook of Marketing, OUP
Etzel, M.J., Walker, B.W. & W.J. Stanton - Marketing; TMH
Grewal, D. & Levy, M. - Marketing ; TMH
Kotler, P., Keller, K., Koshy, A. & Jha, M. - Marketing Management; Pearson
Kurtz, David L, Boone , Louis E - Principles of Marketing; Thomson
Lamb - Marketing 7th ed; Thomson Learning
Palmer - Principles of Marketing; OUP
Ramaswamy & Namakumari - Marketing Management; McMillan
Saxena, R. - Marketing Management; TMH
Zikmund & Amico - Marketing; John Wiley & Sons