Session

Plan

Module Name

Introduction to
Marketing

Description

Total Session Topic

Meaning of
marketing, Core
concepts of
marketing,
Marketing vs
sales. Evolution
and its role in the
changing
business
environment,
Various
marketing
management
philosophies,
Relationship
between
Marketing and
Strategic
Planning.
Contemporary
issues in
Marketing
management

12

S.No

Topic

Plan Type

Session
Material

Concept of target market, mega space, mega

markets, market space, value and
satisfaction

Lecture

What can be marketed?

Lecture

Marketing vs sales,Evolution and its role in

the changing business environment

Lecture

Various marketing management

philosophies-Holistic Marketing Concept
,integrated marketing and inter

Lecture

Relationship between Marketing and

Strategic Planning

Lecture

Contemporary issues in Marketing

management-marketing myopia

Lecture

case study discussion

Lecture

Relationship between Marketing and

Lecture

Strategic Planning
9

Introduction to Marketing

Lecture

10

What is marketing?- definition and

variations to it

Lecture

11

scope and importance of marketing,

Lecture

12

Core concept of marketing-need, want ,

desire,transfer , exchange,offering and
brand

Lecture

Plan Type

Session
Material

Analysing
market
opportunities

S.No

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

12

Topic

Internal marketing environment analysisMicro environment analysis

Lecture

External marketing environment analysisMacro environment analysis

Lecture

Consumer buying decision process,

Lecture

Consumer adoption process

4

Kinds of business products, business market

vs consumer markets, participants in
business buying pro

Lecture

Kinds of business products, business market

vs consumer markets, participants in
business buying pro

Lecture

Business buying process

Lecture

case study discussion

Lecture

case study discussion

Lecture

marketing information system , marketing

intelligence system

Lecture

10

Marketing research need and importance

Lecture

11

Marketing research process

Lecture

12

Customer vs Consumer, factors influencing

consumer behaviour

Lecture

Plan Type

Session
Material

Market
Positioning

Segmentation,
Targeting and
Positioning
Concept of
Market
Segmentation,
Bases for
segmenting
consumer and
business
markets,
Approaches for
targeting,
Differentiation
and positioning

S.No

Topic

Steps in Choosing Target Marketing

Lecture

Steps in Choosing Target Marketing

Lecture

Case Discussion

Lecture

Case Discussion

Lecture

Meaning of Positioning, Differentiation

Lecture

Meaning,Reasons for segmenting consumer

and business markets

Lecture

Bases for segmenting consumer and

business markets

Lecture

Reasons for segmenting consumer and

business markets

Lecture

Meaning, Choosing the Target Market

Lecture

Plan Type

Session
Material

Product Mix

Classification of
products and
strategies for
different types of
consumer
products, New
product
development
process, Product
life cycle and
various
strategies,
Product line
decisions,
Branding:
concept and
challenges,
Packaging and
labeling.

S.No

Topic

Packaging and labeling

Lecture

Case Discussion

Lecture

Case Discussion

Lecture

Meaning /classification of Product &

Components

Lecture

Product Mix & Product Line

Lecture

strategies for different types of consumer

products

Lecture

Product Life cycle

Lecture

Reasons for Introduction of New

Products,stages in new product development

Lecture

Branding-issues and challenges

Pricing and
Logistics

Introduction to
various objectives
of pricing, Pricing
process,
Understanding
various pricing
strategies and
their application,
Nature of
marketing
channels,
Channel
functions and
flows, Channel
design and
Management
decisions,
Channel
dynamics,
Introduction to
wholesaling,
retailing and
logistics,
importance of
logistics
management

S.No

Lecture

Plan Type

Session
Material

12

Topic

Types & Characteristics of Intermediaries

Lecture

Wholesaling

Lecture

Retailing

Lecture

Designing a channel System

Lecture

Importance of Logistics Management

Lecture

Importance of Logistics Management

Lecture

Case Discussion

Lecture

Case Discussion

Lecture

Introduction to various objectives and

importance of pricing

Lecture

10

Understanding various pricing strategies

Lecture

11

Pricing process

Lecture

12

Nature of marketing channels

Lecture

Plan Type

Session
Material

The process of
deciding the
marketing
communication
Importance of
mix, Introduction
Marketing
to various
Communication
elements of
integrated
marketing
communications .
S.No

Topic

Case Discussion

Lecture

Process of Choosing Marketing

Communication Mix

Lecture

Elements of Integrated Marketing

Communication

Lecture

designing an Intergrated marketing

communication mix

Lecture

Designing an Intergrated marketing

communication mix

Lecture

Case Discussion

Lecture