Marketing Management – I

Por: Swayam . en: , ,

Week-1 Introduction to Marketing
  • Defining Marketing
  • Core concepts in Marketing
  • Evolution of Marketing
  • Marketing Planning Process
  • Contemporary Issues and Practices

Week-2 Scanning the Business Environment
  • The value chain
  • Core Competencies
  • Strategic Planning Process
  • Competition Analysis
  • SWOT Analysis

Week-3&4 Marketing Information System and Marketing Research
  • 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

Week-5&6 Buyer Behavior
  • 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

Week-7&8 Generic Marketing Strategies
  • Defining Market Segmentation
  • Bases of segmentation
  • Evaluation and Targeting Market Segments
  • Brand Positioning and Differentiation