Professional Documents
Culture Documents
Session No. 1
Topic to be covered Introduction to key aspects of the marketing process needs, wants, demand, value & satisfaction. Definition of Market & Marketing. Types of market offerings. Evolution of Marketing Management concepts / philosophies Product, Sales, Marketing & Societal Marketing. Types of products Business Vs Consumer products, Classification of Business products, Classification of consumer product, understanding of Concept of a Product-Market. Basics of Consumer Behavior & Factors affecting the same. Stimuli-Response model in CB. Buyer decision process.
Learning Outcome Objective of this module is to get a basic understanding of the foundations of marketing
Hours 3
The students will also be updated on the evolution and current thinking in marketing.
Environmental Analysis: Impact of environment on marketing decisions. Environment components. Role of STP in Marketing Market Segmentation Definition, Market Segments, Criteria for successful segmentation, different basis of segmentation, detailed review of some key segmentation bases such as demographic, psychographic & benefit segmentation. Targeting different approaches to selecting target segments, review of pros and cons of these approaches
Objective of this module is to introduce the basic concepts used by marketers to take decisions on how to make as a target, certain markets & differentiate markets and products -do-
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8 9
-doThis module will introduce the marketing mix and its components ie the 4Ps and understand the various aspects of marketing mix management. -do-
4 5
10
11
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12
13
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14
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16
The objective of this module is to understand the gaps in marketing planning & strategy/models used to meet such gaps. The objective of this module is to understand the gaps in marketing planning & strategy/models used to meet such gaps. The objective of this module is to understand the gaps in marketing planning & strategy/models used to meet such gaps.
17
18
Total Hours
60
Core course :
Credits : 4.
Total Number of Marks : 100. External Examination : 60 marks. Internal Evaluation Pattern Serial Number 1 2 3 4 5 Type Assignment / written test Project Written Test Viva Class Participation & Punctuality
Proposed Period * exact date will be intimated January 2nd week February 1st week February 3rd week March 2nd week Over the semester
Marks 5 10 10 10 5
Signature :