Introduction to Marketing
Year / Semester: 
1st Semester

Block 1Introduction to Marketing

Unit 1   

Nature importance and core concept of Marketing 

Unit 2

Different Orientation towards market place and Marketing Philosophies (Product Oriented, Market Oriented and Societal)

Unit 3

Marketing management process

Unit 4

Service marketing - unique features & challenges, Applicability of Marketing principles with special reference to Travel and Hospitality industry

Block 2 Marketing Analysis and Research

Unit 5

Marketing Information System and Market Research

Unit 6

Measuring / Fore casting Market Demand

Unit 7

Analysis of Consumer's Buying Behaviour

Unit 8

Concept of Market Segmentation and Market Targeting

Block 3 Designing Marketing Strategies

Unit 9

Marketing Mix: Design and Development

Unit 10

Competitive Differentiation and Product Positioning

Unit 11

New and Innovative  Product Development Strategies

Unit 12

Concept of PLC and related Strategies

Block 4 Planning and  Controlling Marketing Programs

Unit 13

Product Strategies - Product Levels, Product Issues, Brand Decisions

Unit 14

Pricing Strategies - Pricing Product, Considerations and Approaches

Unit 15

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

Unit 16

Sales Promotion - Selecting, Developing, Implementing and Monitoring Sales Promotion Strategies