Introduction to marketing; Marketing as a concept; Who markets and where; Intro to concept of 4 Ps; Sales as an integral part of marketing; Diff between selling and marketing.
The Environment :- External & Internal (SWOT); Gathering info and scanning the environment; Macroenvironment analysis with respect to Demography, Economic, Social, Cultural, Techno logical, Political factors. Market Research.
Consumer Behaviour :- Its importance; needs; factors affecting it; Building customer value; Satisfaction and Loyalty; connecting with customers and cultivating customer
Relationships.
Building a name; Why important??; Scope of branding; Defining Brand equity; building, Measuring and managing brand equity.
Pricing Strategy :- objective of pricing; method of pricing; competitor’s price analysis; discounts and allowances.
Marketing Communication :- objectives; designing communications; selecting communication channels; Sales promotion; Advertising; Events; Direct marketing;
Word of Mouth.
Delivering and Promoting VFM; Designing, managing, recruiting, training sales force; Long term growth and importance of new products; Managing a Holistic marketing organization.
