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1. Introduction to Marketing

Definition and Scope of Marketing
Evolution of marketing concepts: Production, product, selling, marketing, and societal marketing concepts
Marketing mix: 4Ps (Product, Price, Place, Promotion) and 7Ps (People, Process, Physical evidence)
Role of marketing in business and society
Marketing Environment
Micro and macro environment factors
Analysis of competitors, suppliers, customers, and intermediaries
Impact of political, economic, social, and technological factors (PEST analysis)
Marketing Strategy
Strategic marketing planning process
SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
Market segmentation, targeting, and positioning (STP)

2. Consumer Behavior

Understanding Consumer Needs
Consumer decision-making process
Factors influencing consumer behavior: Psychological, social, cultural, personal
Types of buying decisions: Routine, limited, extensive
Market Segmentation
Bases of segmentation: Demographic, geographic, psychographic, behavioral
Market targeting strategies: Undifferentiated, differentiated, concentrated, micromarketing
Positioning strategies: Differentiation, cost leadership
Consumer Psychology
Perception, motivation, learning, and attitude formation
Consumer behavior models

3. Product Management

4. Pricing Strategies

Pricing Objectives
Profit maximization, market penetration, market skimming, survival, and prestige pricing
Price elasticity of demand
Pricing Methods
Cost-based pricing, value-based pricing, competition-based pricing
Psychological pricing strategies (e.g., odd pricing, prestige pricing)
Discounts and Allowances
Types of discounts: Seasonal, cash, trade, quantity discounts
Promotional pricing and its impact on sales

5. Distribution and Channel Management

6. Promotion and Communication

Integrated Marketing Communication (IMC)
Role of IMC in marketing strategy
Tools of IMC: Advertising, sales promotion, public relations, direct marketing, personal selling
Advertising
Types of advertising: Print, television, radio, online, social media
Advertising strategy: Message development, media selection, budgeting
Sales Promotion
Types of sales promotions: Consumer, trade, and business promotions
Techniques for increasing short-term sales and brand awareness
Public Relations (PR)
Role of PR in managing the brand image
PR tools: Press releases, media relations, sponsorships, events
Direct Marketing
Direct mail, telemarketing, email marketing
Digital marketing and social media strategies

7. Digital Marketing

Introduction to Digital Marketing
Online marketing channels: Search engine optimization (SEO), social media marketing (SMM), email marketing, content marketing
Mobile marketing and its growing significance
E-commerce and Online Retailing
Business models: B2B, B2C, C2C, C2B
E-commerce strategies and online customer engagement
Social Media Marketing
Platforms: Facebook, Instagram, Twitter, LinkedIn, YouTube
Social media advertising, influencer marketing, content creation
Search Engine Marketing (SEM)
Google Ads, Bing Ads, paid search campaigns
Organic vs. paid search

8. Marketing Research

Market Research Process
Steps in market research: Problem definition, research design, data collection, data analysis, reporting
Types of research: Exploratory, descriptive, causal
Data Collection Methods
Primary data: Surveys, interviews, focus groups, observation
Secondary data: Reports, government publications, industry journals
Data Analysis and Interpretation
Quantitative analysis: Statistical tools and software
Qualitative analysis: Thematic coding, sentiment analysis

9. International Marketing

Global Marketing Environment
Economic, cultural, political, and legal factors affecting international marketing
International trade agreements and regulations
Global Market Entry Strategies
Exporting, licensing, franchising, joint ventures, direct investment
International Marketing Mix
Adapting the 4Ps for international markets
Product standardization vs. adaptation
Pricing strategies in global markets

10. Marketing Analytics and Metrics

11. Ethical and Legal Aspects of Marketing

Ethical Issues in Marketing
Ethical marketing practices and corporate social responsibility (CSR)
Consumer rights and protection
Legal Aspects of Marketing
Advertising laws, competition laws, product liability, intellectual property rights

12. Marketing Strategy and Planning