Module-I : Introduction to Marketing and Consumer Behaviour (15)
Unit – I : Introduction to Marketing
♦ Marketing, Concept, Features, Importance, Functions, Evolution, Strategic v/s Traditional Marketing, Marketing Research – Concept, Features, Process
♦ Marketing Information System – Concept, Components, Data Mining – Concept, Importance

Unit – II : Consumer Behaviour
♦ Consumer Behaviour – Concept, Factors influencing Consumer Behaviour, Market Segmentation – Concept, Benefits, Bases of Market Segmentation
♦ Customer Relationship Management – Concept, Techniques, Market Targeting – Concept, Five Patterns of Target Market Selection

Module – II : Marketing Mix Decisions – I (15)
Unit – I : Marketing Mix – Product
♦ Marketing Mix – Concept, Product – Product Decision Areas, Product Life Cycle – Concept, Managing Stages of PLC
♦ Branding – Concept, Components, Brand Equity – Concept, Factors influencing Brand Equity

Unit – II : Marketing Mix – Positioning and Price
♦ Packaging – Concept, Essentials of a Good Package, Product Positioning – Concept, Strategies of Product Positioning, Service Positioning – Importance and Challenges
♦ Pricing – Concept of Pricing, Objectives of Pricing, Factors Influencing Pricing, Methods of Pricing, Pricing Strategies

Module – III : Marketing Decisions – II (15)
Unit – I : Marketing Mix – Place
♦ Physical Distribution – Concept, Factors Influencing Physical Distribution, Marketing Channels (Traditional and Contemporary Channels)
♦ Supply Chain Management – Concept, Components of SCM

Unit – II : Marketing Mix – Promotion
♦ Promotion – Concept, Importance, Elements of Promotion Mix, Integrated Marketing Communication (IMC) – Concept, Scope, Importance, Digital Marketing : Concepts and Trends
♦ Sales Management – Concept, Components, Emerging Trends in Selling, Personal Selling – Concept, Process of Personal Selling, Skill Sets required for Effective Selling

ModulE – IV : Key Marketing Dimensions (15)
Unit – I : Marketing Ethics and Competitive Strategies
♦ Marketing Ethics: Concept, Unethical Practices in Marketing, General Role of Consumer Organizations
♦ Competitive Strategies for Market Leader, Market Challenger, Market Follower and Market Nicher Marketing Ethics

Unit – II : Rural Marketing and Challenges in Marketing
♦ Rural Marketing – Concept, Features of Indian Rural Market, Strategies for Effective Rural Marketing, Digital Marketing- Concept, Trends in Digital Marketing, Green Marketing – Concept, Importance
♦ Challenges Faced by Marketing Managers in 21st Century, Careers in Marketing – Skill Sets required for Effective Marketing, Factors Contributing to Success and Reasons for Failure of Brands in India with Suitable Examples