Module 1 : Introduction to Marketing and Consumer Behaviour (15)
Unit – I : Marketing
♦ Concept, Features, Importance, Functions, Traditional Marketing v/s Strategic Marketing; Marketing Information System (MIS) – Concept, Uses
♦ Market Targeting – Concept, Five Patterns of Target Market Selection; Marketing Research – Concept, Process, AI Tools for Market Research

Unit – II : Consumer Behaviour
♦ Consumer Behaviour – Concept, Factors Influencing Consumer Behaviour, Predicting Consumer Behaviour Using AI, Customer Relationship Management (CRM) – Concept, Techniques, AI Tools for Customer Relationship
♦ Market Segmentation – Concept, Benefits, Bases of Market Segmentation, Data Mining – Concept, Importance

Module 2 : Marketing Mix – Product, Price, Promotion and Place (15)
Unit-I : Product and Price
♦ Product – Elements of Marketing Mix; Product Mix – Concept, Product Decision Areas, Stages of PLC and Marketing Mix; Branding – Concept, Essentials of a Good Branding, AI in Branding, Role of Packaging in Product Marketing
♦ Price – Concept, Factors Influencing Pricing, Methods of Pricing, Pricing Strategies, AI in Pricing

Unit-II : Promotion and Place
♦ Promotion – Concept, Elements, AI in Promotion; Integrated Marketing Communication (IMC), Types of Marketing Strategies
♦ Place / Physical Distribution – Concept, Factors Influencing Physical Distribution, Marketing Channels (Traditional and Contemporary); Supply Chain Management v/s Logistics