Core Topics in Marketing

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Table of Contents
Marketing Management (MM 1 & MM 2) ................................................................................................ 3 Sales & Distribution ................................................................................................................................. 3 Consumer Behaviour ............................................................................................................................... 3 Product & Brand Management ................................................................................................................ 4 Marketing Research................................................................................................................................. 4 Integrated Marketing Communication ..................................................................................................... 4 Retail Management ................................................................................................................................. 5 Services Marketing .................................................................................................................................. 5 Business-to- Business Marketing ............................................................................................................. 5 Competition and globalization ................................................................................................................. 6 e- Marketing............................................................................................................................................ 6 Rural Marketing....................................................................................................................................... 6

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Key Learning Areas in Marketing

Marketing Management (MM 1 & MM 2)
Definitive understanding Marketing & Sales as a process A thorough understanding of Job Profiles offered in Sales & marketing 4Ps of Marketing , 7Ps of Marketing Segmentation, Targeting & Positioning Segmentation Variables Demographics, Psychographic, Behavioral Consumer buying decision process, factors affecting buying decision process Competitive Strategies of firms porters five forces, BCG Matrix, Ansoffs Matrix Introduction to marketing research process Customer Relationship Management Product life Cycle New Product Development

Sales & Distribution

Selling process, Selling skills & Techniques Managing your sales force Understanding of sales functions hierarchy Channel design, channel management managing channel partners, channel conflicts, channel types Distribution objectives logistics, distribution strategy

Consumer Behaviour
Buying decision process Psychological, social, cultural & personal factors in consumer purchase behavior Low involvement & high involvement decision making

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Product & Brand Management

Brand Brand elements, Brand Identity, Brand Image, Brand Associations Brand equity Brand Assets, Brand Liability Brand Extension Strategies Brand Equity Models Perceptual Map Brand Value Chain Brand Architecture & Portfolio

Marketing Research
Marketing Research Process Research Research Techniques Qualitative, Quantitative, exploratory, descriptive & causal Research Design Sampling Plan, Universe, Sampling Unit, Confidence Level Scales of Measurement Nominal, Ordinal, Interval, Ratio Scales Questionnaire Design Data Collection , Analysis and Interpretation Survey, Mall Intercept Interviews, FGDs, Delphi Technique, Mystery Shopping

Integrated Marketing Communication

Promotion Mix: Advertising, Sales Promotion, Public Relation/Publicity, Internet marketing, Personal Selling, Direct Marketing Campaign Management Communication Mix, Media Planning, Measurement Account Planning, Key Account Management Creative brief, Marketing Brief

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Retail Management
Retail Formats & theories Organized retail vs unorganized retail Visual merchandising Layout, Store design Location Strategy Trade Area Analysis Pricing Strategies in retail Online retail The concept of GMROI, Inventory management, demand forecasting ( staple merchandise, fashion merchandise) FDI in Retail Retail Landscape in India

Services Marketing
Services Mix Servicescape, characteristics of services Service Gap - Servqual Difference between service & product Service Recovery, Service Blueprint Customer service

Business-to- Business Marketing

Difference between B2B and B2C Types of organizational customers Organizational Buying & buyer Behaviour

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Competition and globalization

Competition: Some Viewpoints Porters Framework on Competition C K Prahalads and Gary Hamels Views Perspectives on Globalization Globalization: The MNC and TNC Organizations Globalization of Brands Globalization of the Indian Business and Firms Coping with Global Competition

e- Marketing
Search Engine Optimization Analysis of websites Online Advertising: Display Advertising Measurement Models PPC, CTR Social Media SNS, Blogs, Community Marketing Online reputation Management (ORM) Affiliate Marketing and Syndication on the Internet Measuring Internet Marketing Effectiveness: Metrics and Website Analytics

Rural Marketing
Issues in Rural Marketing and characteristics of Rural Markets Researching Rural Markets Communicating and Positioning in Rural Markets Distribution in Rural Markets Non Conventional methods of Reaching Rural Markets Developing Marketing Strategy for Rural Markets