Course topics in details

Chapter 1

1. Define marketing and outline the steps in marketing process.

2. Marketing Management orientations.

3. Building the right relationships with right customers.

4. The changing marketing landscape

Chapter 2

1. Briefly explain the steps in strategic planning.

2. Different point of view of defining business (product oriented vs market oriented)

3. Discuss how business portfolios are designed. Explain BCG matrix.

4. Product/ market expansion grid.

5. Marketing strategy and marketing Mix.

6. Details of a marketing plan.

Chapter 3

1. Micro environmental factors affecting business

2. Macro environmental factors affecting business. (Demographic, economic, natural, political,

technological, cultural)

Chapter 4

1. The details about marketing research process.

Chapter 5

1. Characteristics affecting consumer behavior.

2. Types of buying decision behavior.

3. The buyer decision process

4. The buyer decision process for new products.

5. Stages in adaption process.

Chapter 6

1. Business buyer behavior (Buying situations, Participants in the business buying process)

2. Major influences on business buyer behavior.

3. The business buying process

Chapter 7

1. Design a customer driven marketing strategy

2. Discuss the major bases of segmenting market

3. Requirements of effective segmentation.

4. Market targeting and selecting a market segment.

Chapter 8

1. Marketing consideration for consumer products.

2. Product and service decisions.

3. Characteristics of service.

4. The decisions companies make in building and managing their brands (including brand
development strategies)

Chapter 9

1. The new product development process.

2. Product life cycle strategies.

Chapter 10

1. Major pricing strategies with distinct character.

2. Types of costs, Break- even analysis and target profit pricing.

Chapter 11

1. New product pricing strategies

2. Product mix pricing strategies.

Chapter 14

1. Buyer readiness strategies.

2. Push versus Pull promotion strategy.

Chapter 15

1. Setting advertising objectives.

2. Selecting appropriate media for advertisement.

3. The role and impact of public relations in the promotion mix.

Chapter 16

1. Major steps in sales force management.

2. The personal selling process.

Chapter 17

1. Forms of direct marketing

2. Online marketing

Chapter 18

1. Basic competitive strategies

2. Competitive market positions and roles.

Chapter 19

1. Major International marketing decisions.

2. Deciding how to enter the market.

3. five global products and communications strategies.

Chapter 20

1. Social criticism of marketing

2. Consumer action to promote sustainable marketing.

3. Business action to promote sustainable marketing.