Introduction – approaches to the study of marketing – marketing management -philosophies of marketing management - the marketing task – goals of marketing systems.-Gathering information and Scanning the Marketing Environment Demographic Environment – Economic Environment – Ecological Environment – Technological environment – political environment – cultural environment

Creating customer value, satisfaction, loyalty - Consumer markets and buying behavior, buying population – buying decision – buying participants – buying influences – buying process. Analyzing business markets-Developing marketing strategies and plans

Market segmentation targeting and Positioning, Marketing Mix.-Dealing with competition -Product planning and policy – new product development – product life cycle – BCG Matrix – Product branding, brand positioning, Packaging and service-Designing and managing services.

Pricing – setting of price – initiating price changes – responding to price changes – discount structure. Marketing channel and physical distribution – channel design – Channel management – channels-modification – retailing – wholesaling

Designing and managing integrated marketing communications -Introduction to advertisement, sales promotion and public relations- publicity-personal selling- direct marketing and Electronic marketing tapping into global markets