1. Introduction to Marketing – Concepts and Approaches
o Market
o Marketing
o Customer Needs, Wants and Demands
o Marketing Orientations
o Holistic Marketing
o Marketing Mix
o Recent Trends in Marketing

2. Developing Marketing Strategy
o Business Portfolio Strategies
o Marketing Strategy
o Porter Generic Strategies
o Value Chain Analysis
o SWOT Analysis
o Marketing Plan
o Marketing Control
o Go-to-Market (GTM) Strategies
o Customer Acquisition and Retention Strategies
o Rural Marketing Strategies
o B2B and B2C Marketing Approaches

3. Marketing Information and Forecasting
o Analyzing Marketing Environment
o Marketing Information System
o Demand Forecasting
o Estimating Current and Future Demand

4. Marketing Research
o Process of Marketing Research
o Research Instruments
o Sampling Plan
o Measuring Marketing Productivity

5. Consumer Behaviour and Industrial Markets
o Factors Influencing Consumer Behaviour
o Consumers’ Buying Decision Process
o Consumers’ Buying Decision Behaviour
o Buyer Decision Process in New Products
o Theories of Consumer Behaviour
o Business Buyer Behaviour
o Business Buyer Behaviour Model
o Industrial and Institutional Buying Behaviour
o Key Account Management
o Buying Behaviour in Energy and Fuel Markets

6. Segmentation, Targeting and Positioning
o Market Segmentation
o Market Targeting
o DiƯerentiation and Positioning

7. Product Decisions
o Product Levels
o Product Classification
o Product Decisions
o New Product Development
o Product Adoption Process
o Product Life Cycle

8. Pricing Decisions
o Pricing Strategies
o New Product Pricing Strategies
o Product Mix Pricing Strategies
o Price-Adjustment Strategies
o Price Changes
o Public Policy and Pricing
o Pricing during PLC

9. Services Marketing
o Types of Service Marketing
o Managing Service Marketing
o Gap Analysis
o Service Quality Measurement (SERVQUAL Model)
o Customer Experience Management
o Service Recovery Strategies

10. Distribution Decisions
o Channel Management
o Channel Conflict
o Channel Integration and Systems
o Logistics Management
o International Logistics Management
o Supply Chain Management
o Retail Management
o Retail Marketing Decision
o Recent Trends in Retail in India
o Wholesaling
o Wholesale Marketing Decision

11. Promotion Decisions
o Integrated Marketing Communications (IMC)
o Marketing Communication Process
o Promotion Budget
o Promotion Mix Strategies
o Advertising Management
o Sales Promotion
o Sales Promotion Program
o Publicity
o Personal Selling
o Direct Marketing
o Trade Promotion and Dealer Engagement Programs
o Loyalty Programs and Customer Engagement
o Sales Force Management
o Integrated Digital Campaigns

12. Brand Management
o Brand Equity Models
o Brand Elements
o Designing Brand Strategy
o Brand Portfolios
o Managing Brand Equity
o Corporate Branding
o Brand Extension Strategies
o Premium and Branded Product Positioning
o Customer Perception and Brand Experience

13. Marketing Ethics
o Marketing Ethics
o Product Related Ethics
o Price Related Ethics
o Place Related Ethics
o Promotion Related Ethics
o Consumer Protection

14. Managing Marketing Organization and Control
o Organizing Marketing Department
o Marketing Implementation and Control

15. Digital Marketing
o Digital Marketing
o Social Media Marketing
o Search Engine Marketing (SEM) and Search Engine Optimization (SEO)
o Mobile Marketing
o Marketing Analytics and Performance Metrics
o Digital Customer Journey Mapping

16. Social and Not-for-Profit Marketing
o Socially Responsible Behaviour
o Cause-Related Marketing
o Sustainable Marketing
o Marketing and Environmental Concerns
o Social Marketing
o Not-for-Profit Marketing

17. Customer Value and Customer Relationship Management
o Customer Value
o Customer Lifetime Value
o Customer Profitability
o Customer Loyalty
o Customer Satisfaction
o Customer Relationship Management
o Database Marketing
o Customer Acquisition Cost (CAC)
o Customer Retention Metrics
o Loyalty Management Programs
o Data Analytics for Customer Insights

18. International Marketing
o International Marketing Decisions
o Types of Global Firms

19. Competition Analysis
o Analyzing Competition
o Competitive Marketing Strategies
o Competitive Positions
o Balancing Customer and Competitor Orientations
o Competitive Intelligence
o Market Share Analysis
o Benchmarking of Retail Networks
o DiƯerentiation Strategies in Commodity Markets

20. New Topic: Retail and Channel Management
o Retail Business Models
o Retail Site Selection and Network Planning
o Forecourt Retailing Concepts
o Category Management
o Convenience Retailing
o Visual Merchandising
o Retail Performance Metrics

21. Sales and Territory Management
o Sales Forecasting
o Sales Force EƯectiveness
o Territory Planning
o Key Performance Indicators (KPIs)
o Relationship Management with Dealers/Distributors

22. Non-Fuel Retail (NFR) Marketing
o NFR Business Models
o Convenience Store Marketing
o Partnerships and Alliances
o Customer Footfall Monetization
o Cross-selling and Up-selling Strategies

23. Logos and Taglines

24. Strategic Management – Concept and Types
o Levels of Strategy
o Forms of Strategy
o Process of Strategy

25. External Analysis
o PESTEL Framework
o ETOP
o QUEST
o Porter’s 5 Forces
o Impact Matrix
o Strategic Group Mapping

26. Internal Analysis
o Competitive Advantage
o Critical Success Factors
o Value Chain Analysis
o Benchmarking
o SWOT Analysis
o SFAS Matrix
o Strategic Advantage Profile (SAP)

27. Business Strategies
o Generic Competitive Strategies
o First Mover Advantages
o Cooperative Strategies
o Industry Life Cycle

28. Corporate Strategies
o Growth Strategy
o Stability Strategy
o Retrenchment Strategy
o Combination Strategy
o Turnaround Management

29. Business Portfolio Analysis
o BCG’s Matrix
o Internal-External (IE) Matrix
o GE McKinsey Matrix
o Experience Curve
o Grand Strategy Matrix
o SPACE Matrix

30. Strategy Implementation and Evaluation
o Strategy Implementation
o Strategy and Structure
o Strategy Evaluation and Control
o Control Mechanisms
o Strategic Incentive Management
o McKinsey’s 7S Model

31. Management of Strategic Change
o Barriers to Change
o Models of Strategic Change
o Change Requirements