CERTIFICATE COURSE IN MARKETING MANAGEMENT
Program Duration: 6 Months (The admission for this course is valid for 1 year only)
CORE PROGRAM ME STRUCTURE : FOUR MONTHS
Nature and scope of marketing, Evolution, Various marketing orientations, Marketing Vs Selling
concepts,Consumer need, Want and demand concepts, Marketing Environment - Assessing the impact
of micro and macro environment. Marketing challenges in the globalized economic scenario.
Understanding Consumer Behaviour:
Buying motives, Factors influencing buying behaviour, Buying habits, Stages in consumer buying
decision process, Types of consumer buying decisions, Organizational buying Vs House hold buying,
Consumer Protection Act, 1986 - An Introduction.
Market Segmentation, Targeting, Positioning & Branding
Segmentation: Meaning, Factors influencing segmentation, Market Aggregation, Basis for segmentation,
Segmentation of Consumer and Industrial markets.
Meaning , Basis for identifying target customers, Target Market Strategies,
Meaning, Product differentiation strategies, Tasks involved in positioning.
Concept of Branding, Brand Types, Brand equity, Branding Strategies
Concept, product hierarchy, New product development, diffusion process,
Product Life cycle, Product mix strategies and merchandise planning and strategies.
Packaging / Labeling:
Packaging as a marketing tool, requirement of good packaging, Role of
labeling in packaging
Pricing concepts for establishing value, Pricing strategies-Value based,
Cost based, Market based, Competitor based, New product pricing - Price Skimming &
Meaning, Purpose, Channel alternatives, Factors affecting channel choice,
Channel design and Channel management decisions, Channel conflict, Distribution system, Multilevel
Marketing (Network Marketing)
Integrated Marketing Communications:
Concept of communication mix, communication objectives,
steps in developing effective communication, Stages in designing message
Advertising: Advertising Objectives, Advertising Budget, Advertising Copy, AIDA model,
Advertising Agency Decisions
Sales Promotion Mix, Kinds of promotion, Tools and Techniques of sales
promotion, Push-pull strategies of promotion.
Concept, Features, Functions, Steps/process involved in Personal Selling,
Publicity / Public Relation:
Meaning, Objectives, Types, Functions of Public Relations
Meaning, Features, Functions, Basic concepts of e-commerce, e-business,
e-marketing, m-Commerce, m-marketing, e-networking.
Meaning, Concepts of Marketing plan, Steps involved in planning.
Factors influencing the size of the marketing organization, various
types of marketing structures/organization
Meaning, Features of marketing audit, various components of marketing audit.
PRACTICAL COMPONENT - TWO MONTHS: Analysis the product life cycle of a few of a select consumer durables and non-durables. .
Project Work & Report Writing:Individual Project Report on M and its implementation in Industries- Business Communication - Report Writing