Marketing Management-I

COURSE LAYOUT

• Defining Marketing
• Core concepts in Marketing
• Evolution of Marketing
• Marketing Planning Process
• Contemporary Issues and Practices

• The value chain
• Core Competencies
• Strategic Planning Process
• PESTEL
• Competition Analysis
• SWOT Analysis

• Role of Marketing Information
• System in Managerial Decision Making Process
• Components of Marketing Information systems
• The Marketing Research Process: An overview
• Defining the Management Decision Problem and Marketing Research Problem
• Framing Research Objectives and developing the research plan
• Exploratory vs. Conclusive Research

• Consumer Behavior
• Consumer buying process model
• What Influences Consumer Behavior
• Key Psychological Processes
• The Buying Decision Process: The Five Stage Model
• Other Theories of Consumer Decision Making
• Industrial Buyer Behavior
• Concept of Buying Center
• Industrial buying process model
• Influence of Economic and Behavioral Factors
• Influence of Procurement Organization
• Role of Negotiation Process

• Defining Market Segmentation
• Bases of segmentation
• Evaluation and Targeting Market Segments
• Brand Positioning and Differentiation