Marketing Management-I

Description

In this course you will learn :

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
• PESTEL
• 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

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