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2.Strategic Marketing & Planning-CUSTOMER VALUE[1]

2.Strategic Marketing & Planning-CUSTOMER VALUE[1]

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Published by: aashishbhargave on Jan 06, 2011
Copyright:Attribution Non-commercial


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The purpose of this course is to develop an understanding of the basic concepts of Marketingand acquire marketing operation related skills for products and services.
Course outline:
1.Marketing Concept, Role of Marketing in Corporate & Society; Marketing Environment.2.
Market mix, Strategic marketing planning
3. Market Segmentation, Selection Target setting, Positioning4. Market Measurement and forecasting, Marketing Research and Information System.5. Meaning and Importance of Buyer Behaviour, Determinants and consumer Behaviour 6. Buying Decision Process, Industrial Buyer Behaviour 7. Product Life Cycle; Product Mix Strategies8. Branding and Packing Decision; New Product Development; Consumer Adoption Process.9. Pricing Objectives; Price Determinants; Pricing Methods.10. Pricing Policies and Strategies.11. Nature and importance of Distribution channels; Patterns of Distribution Channels,12. Determinants of Channels Design; Determining Intensity of Distribution13. Selecting Motivating and Evaluating Channel Members, Physical Distribution Task and Approaches.14. Marketing communication Process, Promotion Mix and its Determinants15. Role of Advertising, Sales Promotion and Personal Selling; Promotion Budget.16. Contemporary Issues; Direct Marketing, Marketing of Services, Marketing Research,17. Sales Distribution Management18. Retailing Brand Management, E- Marketing, Customer Relationship Marketing.
Kotler onMarketing
It is moreimportant to dowhat isstrategically right than what isimmediately  profitable.
Topic ObjectivesTopic Objectives
In this topic, we will examine the followingquestions:
 –How is strategic planning carried out at the corporateand division levels?
 –How is planning carried out at the business unitlevel? –What are the major steps in the marketing process? –How is planning carried out at the product level? –What does a marketing plan include?

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