ley learning areas in marketing

7/29/2019 Ley Learning Areas in Marketing

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Core Topics in Marketing



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Table of Contents

Marketing Management (MM 1 & MM 2) ......................... .......................... ......................... .................... 3

Sales & Distribution ................................................................................................................................. 3

Consumer Behaviour ............................................................................................................................... 3

Product & Brand Management ................................................................................................................ 4

Marketing Research................................................................................................................................. 4

Integrated Marketing Communication ......................... .......................... ......................... ......................... 4

Retail Management ................................................................................................................................. 5

Services Marketing .................................................................................................................................. 5

Business-to- Business Marketing ............................................................................................................. 5Competition and globalization ................................................................................................................. 6

e- Marketing ............................................................................................................................................ 6

Rural Marketing....................................................................................................................................... 6



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Key Learning Areas in Marketing

Marketing Management (MM 1 & MM 2)

Definitive understanding Marketing & Sales as a process

A thorough understanding of Job Profiles offered in Sales & marketing

4P’s of Marketing , 7P’s of Marketing

Segmentation, Targeting & Positioning

Segmentation Variables – Demographics, Psychographic, Behavioral

Consumer buying decision process, factors affecting buying decision process

Competitive Strategies of firms – porter’s five forces, BCG Matrix, Ansoff’s Matrix

Introduction to marketing research process

Customer Relationship Management

Product life Cycle

New Product Development

Sales & Distribution

Selling process, Selling skills & Techniques

Managing your sales force

Understanding of sales functions hierarchy

Channel design, channel management – managing channel partners, channel

conflicts, channel types

Distribution objectives – logistics, distribution strategy

Consumer Behaviour

Buying decision process

Psychological, social, cultural & personal factors in consumer purchase behavior

Low involvement & high involvement decision making



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Product & Brand Management

Brand – Brand elements, Brand Identity, Brand Image, Brand Associations

Brand equity – Brand Assets, Brand Liability

Brand Extension Strategies

Brand Equity Models

Perceptual Map

Brand Value Chain

Brand Architecture & Portfolio

Marketing Research

Marketing Research Process

Research

Research Techniques – Qualitative, Quantitative, exploratory, descriptive &

causal

Research Design – Sampling Plan, Universe, Sampling Unit, Confidence Level

Scales of Measurement – Nominal, Ordinal, Interval, Ratio Scales

Questionnaire Design

Data Collection , Analysis and Interpretation

Survey, Mall Intercept Interviews, FGDs, Delphi Technique, Mystery Shopping

Integrated Marketing Communication

Promotion Mix: Advertising, Sales Promotion, Public Relation/Publicity, Internet

marketing, Personal Selling, Direct Marketing

Campaign Management – Communication Mix, Media Planning, Measurement

Account Planning, Key Account Management

Creative brief, Marketing Brief



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Retail Management

Retail Formats & theories

Organized retail vs unorganized retail

Visual merchandising – Layout, Store design

Location Strategy – Trade Area Analysis

Pricing Strategies in retail

Online retail

The concept of GMROI, Inventory management, demand forecasting ( staple

merchandise, fashion merchandise)

FDI in Retail

Retail Landscape in India

Services Marketing

Services Mix – Servicescape, characteristics of services

Service Gap - Servqual

Difference between service & product

Service Recovery, Service Blueprint

Customer service

Business-to- Business Marketing

Difference between B2B and B2C

Types of organizational customers

Organizational Buying & buyer Behaviour



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Competition and globalization

Competition: Some Viewpoints

Porter’s Framework on Competition

C K Prahalad’s and Gary Hamel’s Views

Perspectives on Globalization

Globalization: The MNC and TNC Organizations

Globalization of Brands

Globalization of the Indian Business and Firms

Coping with Global Competition

e- Marketing

Search Engine Optimization

Analysis of websites

Online Advertising: Display Advertising

Measurement Models – PPC, CTR

Social Media – SNS, Blogs, Community Marketing

Online reputation Management (ORM)

Affiliate Marketing and Syndication on the Internet

Measuring Internet Marketing Effectiveness: Metrics and Website Analytics

Rural Marketing

Issues in Rural Marketing and characteristics of Rural Markets

Researching Rural Markets

Communicating and Positioning in Rural Markets

Distribution in Rural Markets

Non Conventional methods of Reaching Rural Markets

Developing Marketing Strategy for Rural Markets

ley learning areas in marketing

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