| Unit 1 [Book] | |
| Marketing Meaning, Scope and Importance, Concepts, Philosophies | VIEW |
| Marketing Environment, Macro and Micro Environmental Factors | VIEW |
| Consumer Decision Making Process | VIEW |
| Market Segmentation, Levels and Bases of Segmenting Consumer Markets | VIEW |
| Market Targeting Concept and Criteria | VIEW |
| Product Positioning Concept and Bases | VIEW |
| Unit 2 [Book] | |
| Marketing Mix Decision | VIEW |
| Product Decisions, Concept and Classification, Levels of Product, Product Strategies | VIEW |
| Branding Decisions | VIEW |
| New Product Development | VIEW |
| Product Life Cycle | VIEW |
| Pricing Decisions, Objectives, Factors affecting Pricing, Pricing methods, Pricing Strategies | VIEW |
| Unit 3 Marketing Mix Decisions [Book] | |
| Distribution Decisions, Channels of Distribution, Types and Functions, Delivering Value, Factors affecting Choice of Distribution Channel, Channel Management | VIEW |
| Promotion Decisions, Promotion Communication process | VIEW |
| Decision about Promotion mix Tools: | VIEW |
| Advertising | VIEW |
| Personal Selling | VIEW |
| Sales Promotion | VIEW |
| Public Relations | VIEW |
| Publicity | VIEW |
| Direct Marketing | VIEW |
| Integrated Marketing Communication approach | VIEW |
| Unit 4 Emerging Trends in Marketing [Book] | |
| Relationship Marketing | VIEW |
| Sustainable Marketing, Green Marketing | VIEW |
| Rural Marketing | VIEW |
| Social Marketing | VIEW |
| Digital Marketing | VIEW |
| Social Media Marketing | VIEW |
| Role of Al and Robotics in Marketing, Importance of User Interface and User Experience | VIEW |
| Ethical issues in marketing | VIEW |
