Marketing - course

Marketing Course Syllabus:

This course consists of following modules:

Unit 1 - Introduction to Marketing

This unit covers the following key topics:

• Marketing Concept
• Production Concept
• The Marketing Mix
• The Difference Between Selling and Marketing
• Importance of Marketing
• Plus more

Unit 2 - Marketing Environment

This unit covers the following key topics:

• The External Environment
• Situation Analysis
• The Micro-Environment
• Demographic Factors
• Economic Factors
• Socio-Cultural Factors
• Ecological and Geographical Factors
• The Internal Environment
• Plus more

Unit 3 - Markets and Market Segmentations

This unit covers the following key topics:

• Market Types and Characteristics
• Consumer Markets
• Organisational Markets
• The Main Features of Organisational Markets
• Requirements for Segmenting a Market
• Bases of Segmenting Organisational Markets
• Types of Buying Situations
• Plus more

Unit 4 - Consumer Behaviour

This unit covers the following key topics:

• Meaning of Consumer Behaviour
• Importance of Understanding Consumer Behaviour
• Types of Consumers
• Factors Influencing Consumer Behaviour
• Demographic Factors and Life-Cycle Stage
• Cultural Factors
• Consumer Buying Process
• Plus more

Unit 5 - Market Research

This unit covers the following key topics:

• The Research Process
• Approaching Respondents
• Interview Technique
• Quantitative Data Analysis
• Plus more

Unit 6 - Marketing Planning

This unit covers the following key topics:

• The Marketing Planning Process
• The Marketing Audit
• Corporate Objectives
• Promotional Strategies
• Monitoring and Evaluating Marketing Performance
• Feedback Systems
• Plus more

Unit 7 - Product Development and Product Lifecycle

This unit covers the following key topics:

• Value of Product Innovation
• New Product Development
• Idea Vetting
• Concept Development and Testing
• Product Development and Marketing Strategy Development
• Market Testing
• Product Life Cycle (PLC)
• The Marketing Strategies at Different Stages of PLC
• Plus more

Unit 8 -Product Pricing Strategies

This module covers the following key topics:

• The Function and Value of Price
• Pricing Objective
• Profit- Oriented Objectives
• Sales Volume-Oriented Objectives
• Types of Costs
• Other Elements of Marketing
• The Basic Methods of Price Determination
• Break-Even Analysis and Target-Profit Pricing
• Plus more

Unit 9 - Branding and Packaging

This unit covers the following key topics:

• Branding
• The Meaning and Importance of Branding
• The Brand Name versus Trade Mark
• Societal View:
• Branding Decisions
• Selecting a Good Brand Name
• Packaging
• Functions of Packaging
• Cost Effectiveness
• Criticisms of Packaging
• Plus more

Unit 10 - Channels of Distribution

This unit covers the following key topics:

• Functions of Channels of Distribution
• Factors Influencing the Choice of Channel
• Market Considerations
• Plus more

Unit 11 - Promotion Mix

This unit covers the following key topics:

• The Meaning and Importance of Promotion
• The Communication Process
• Steps in the Communication Process
• Identifying the Target Audience
• The Concept of Promotion Mix
• Factors which Affect the Promotion Mix
• Marketing Channel and Promotion Strategy
• Plus more

Unit 12 - Personal Selling and Sales Promotion

This unit covers the following key topics:

• What is Personal Selling
• How Personal Selling Differs from Sales Promotion
• The Importance of Personal Selling
• Selling Theories
• The AIDA Theory
• The Personal Selling Process
• Types of Personal Selling
• Limitations of Sales Promotion
• Major Sales Promotion Tools
• Plus more

Unit 13 - Advertising and Publicity

This unit covers the following key topics:

• What is Advertising
• The Objectives of Advertising
• Communication Objectives of Advertising:
• The Benefits of Advertising
• What is Publicity
• Advertising Media Decisions
• Plus more

Unit 14 - The Importance of Body Language in Sales

This unit covers the following key topics:

• Understanding Body Language
• Understanding Facial Expressions
• Creating Relationships
• Voice Characteristics
• Plus More

Unit 15 - Building Relationships for Success in Sales

This unit covers the following key topics:

• Customer Focused Selling
• Communication Skills for Relationship Selling
• Plus More

Unit 16 - Telemarketing

This unit covers the following key topics:

• Verbal Communication
• Exceptional Things About Telephone Sales
• Active Listening Skills
• Developing Your Script
• Pre-Call Planning
• Plus More

Unit 17 - Preparing for Sales Presentations

This unit covers the following key topics:

• Key Elements of Business Proposals
• Preparing for a Presentation
• Plus More

Unit 18 - Techniques for Maximum Sales

This unit covers the following key topics:

• Essential Skills for Smart Selling
• Productivity Techniques for Maximum Selling
• Plus More

Unit 19 - Creativity and Innovation

This unit covers the following key topics:

• Understanding Creativity and Innovation
• Creativity and Innovation in Business
• Individual and Group Techniques for Creativity
• Encouraging Creativity in a Team
• Plus more

Unit 20 - Creating a PPC Campaign

This unit covers the following key topics:

• Setting Your PPC Budget
• The Quality Score
• Plus More

Unit 21 - Building a Brand on Social Media

This unit covers the following key topics:

• An Introduction to Brand Building through Social Media
• Creating Brand-Focused Messages
• Plus More

Unit 22 - Search engine optimization (SEO)

This unit covers the following key topics:

• What is SEO?
• Understanding Search
• Alternative Search
• Optimizing Keywords
• Plus More