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Syllabus of Principles of Marketing
Module I: Introduction to Marketing
Meaning of marketing, Core concepts of marketing, Evolution and its role in the changing business environment, various marketing management philosophies, Relationship between Marketing and Strategic Planning.
Module II: Analyzing Marketing Opportunities and Understanding Consumers
Internal and External Marketing Environment Analysis, Introduction to Marketing Information System and Marketing Research, Buying Behaviour for Consumer Markets and Industrial Markets, Buying Decision Process and Factors Affecting Buyer Behaviour, Consumer Adoption Process.
Module III: Segmentation, Targeting and Positioning
Concept of Market Segmentation, Bases for segmenting ,Consumer and Business markets, Approaches for Targeting, Differentiation and Positioning.
Module IV: Product and Pricing Strategies
Product: Concept & Levels , Classification of Products: Consumer and Industrial ,Product Mix Product Line Decision ,Product Life Cycle and various strategies ,New Product Development: Challenges & Process ,Packaging & Labeling: Concept & Importance, Introduction to various objectives of pricing, Pricing Process. Understanding various pricing strategies and their application.
Module V: Distribution and Marketing Communication Mix
Nature of Marketing Channels, Channel Functions and Flows, Channel Design and Management decisions, Channel Dynamics. Introduction to Wholesaling, Retailing and Logistics.The process of deciding the Marketing communication mix, Marketing communication budget. Introduction to various elements of integrated marketing communications.
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- Principles of Marketing mcq sample paper and quiz for amity online courses
