BTS103

Introduction to Marketing
Year / Semester: 
1st Semester
Objective: 

To impart knowledge and develop thinking towards the dynamic, challenging and innovative marketing of Tourism.



Block 1 : Introduction to  Marketing


Unit 1 


Market and Marketing : Meaning, Nature and Scope


Unit 2


The Key ‘Ps’ of Marketing


Unit 3


Product Marketing and Service Marketing -  Commonalities and Differentiations


Block 2 : Significance of ‘Research’ and ‘Professionalism’ in Marketing


Unit 4 


Marketing Information System and Market Research


Unit 5


Concept of Market Segmentation and Market Targeting


Unit 6


Analysis of Consumer's Buying Behaviour


Unit 7


Market Research and Fore casting Market Demand


Block 3 : Designing Marketing Strategies


Unit 9


Competitive Differentiation and Product Positioning

 


Unit 10


New Product Development Strategies


Unit 11


Marketing Strategies at different stages of product Life Cycle

 


Unit 12


Product  Pricing Strategies - Product Levels, Product Issues, Brand Decisions and  Product Pricing 


Unit 13


Distribution Channel Strategies - Nature and Importance of Distribution Systems; Channel design decisions and Channel Management Decisions


Block 4 : Planning and Controlling Marketing Programs


Unit 14


Planning Marketing Programmes: Product line, Product Mix, Branding, Packaging, and Management of Distribution.


Unit 15


Designing Communication and  Promotion Mix - Steps in developing Effective Communication Advertising Strategies - Major Decisions in Advertising


Unit 16


Sales Promotion - Selecting, Developing and Implementing Sales Promotion Strategies


Unit 17


Public Relation - Public Relation Process, Major tools in Marketing Public Relations, Public Relations Opportunities for Hospitality Industry