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Objectives
Course Outcomes
Contribute meaningful suggestions in developing a product for the marketing
environment.
Suggest appropriate pricing strategy
Give valuable inputs in designing marketing communications
Demonstrate an integrative understanding of various mechanisms for the
elaboration of segmentation, targeting and positioning strategies
Recognize the challenges posed to participants in business-to-business market.
UNIT I :Introduction
Marketing Marketing Management Core concepts - Selling vs Marketing ,Philosophies of
Marketing Management The Marketing Environment
9 Hours
UNIT II:STP and Buyer Behaviour
Market Segmentation: Levels Importance Procedures - Bases for Segmentation Targeting
Strategies Positioning: Differentiation Strategies - Positioning Strategies - Organizational
Buyer Behaviour
9 Hours
UNIT III:4 Ps of Marketing Product,Price,Place, promotion
Product Classification - Product Levels Product Life Cycle , Pricing: Methods, Marketing
Channels: Channel Functions - Channel Levels , Marketing Communication: Process Developing Effective Communications
9 Hours