Module 1 : Introduction to Market and Marketing Management
1. Market – Introduction – Concept – Evolution (Concepts of Marketing) – Meaning and Definition of Marketing Management – Features – Functions – Scope
2. Impact of Business Environmental Forces on Marketing Managerial Practices – Internal and External Environment – Case Studies – Need for Innovative Marketing Strategies for Customer Engagement – Innovative Strategies by Global Players – Success Stories
3. Marketing Mix (Product and Service) – Elements – Role of Marketing Mix Elements in Marketers’ Decisions for a Product / Service – Evaluating the Marketing Mix Program of Successful – Withdrawn – Repositioned Products / Services
4. Modern Concepts of Marketing – Forms – Emerging Trends – Community Engagement as a Strategic Tool to Marketing Management

Module 2 : Consumer Behaviour and STP Model Strategies
1. Buying Idea – Buyer Behaviour – Concept – Factors Determining Buying Behaviour of Consumers – Consumer Buying Decision Process
2. STP (Segmentation, Targeting and Positioning) Model – Definition – Bases – Need – Merits and Demerits of Market Segmentation – Marketing Mix Segment of Product / Service through a Case Study Approach
3. Target Market – Concept – Target Market Strategies – Positioning – Concept – Qualities of a Successful Position – Product Position v/s Brand Position – Positioning Strategies – Case Study
4. Product – Concept – Product Levels – Product Mix Decisions – Product Life Cycle – Stages – Development of a Hypothetical Product / Service and its Prospective Implications – Case Study

Module 3 : Pricing and Promotion Strategies
1. Pricing Strategies – Price – Concept – Factors Affecting Changes in Price – Methods – Price as an Indicator of Quality – Case Studies
2. Promotion – Concept – Elements in the Communication Process – Elements / Tools of Promotion – Role of Integrated Marketing Communication – Recent Trends in Promotional Offerings –Integration of Modern and Recent Tools of Marketing
3. Packaging of a Product – Role – Essentials – Sustainable Packaging – Emerging Trends in Packaging Standards – Types of Packaging
4. Key Decision Areas in Rural Marketing – Role of Rural Market – Marketing Mix for Rural Markets – Media Mix for Rural Markets

Module 4 : Distribution Network and Emerging Trends in Marketing Management
1. Physical Distribution – Types of Marketing Channels – Traditional and Contemporary Channels of Marketing – Factors Affecting Marketing Channels
2. Marketing Control – Concept – Need – Control Process – Techniques – Supply Chain Management – Elements – Case Studies
3. New Trend in Market Organization – Principles – Types – Marketing Audit – Importance to Marketing Organizations – Porters Generic Strategy, Blue Ocean Strategy
4. Emerging Trends in Developing Competitive Marketing Strategies – Role of AI and Data Analytics in Marketing – Impact of Technology and Innovation in Marketing Management