| Unit 1 [Book] | |
| Marketing, Meaning, Objectives, Nature, Scope, and Importance | VIEW |
| Evolution of Marketing | VIEW |
| Various Company Marketing Orientations | VIEW |
| Core Concepts of Marketing | VIEW |
| Marketing vs. Selling | VIEW |
| Marketing Myopia | VIEW |
| Market, Concept and Types | VIEW |
| Customer Value and Value Delivery Process | VIEW |
| Value Chain | VIEW |
| Marketing Plan & Marketing Planning | VIEW |
| Unit 2 [Book] | |
| Marketing Environment, Micro & Macro Environmental Factors | VIEW |
| Environmental Scanning | VIEW |
| Controllable and Uncontrollable Factors | VIEW |
| Marketing Information System (MKIS), Concept, Need, Components and Importance | VIEW |
| Marketing Information System vs Marketing Research | VIEW |
| Unit 3 [Book] | |
| Consumer Behaviours, Meaning | VIEW |
| Factors Influencing Consumer Behaviour | VIEW |
| Personal vs Organisational Consumer | VIEW |
| Need and Importance of studying Consumer Behaviour | VIEW |
| Buying Motives | VIEW |
| Consumer Buying Decision Process | VIEW |
| Buying Roles | VIEW |
| Types of Buying Behaviour | VIEW |
| Consumer Market vs Business Market | VIEW |
| Business Buying Situations | VIEW |
| Unit 4 [Book] | |
| Market Segmentation, Meaning, Concepts, Examples, Bases or Types, Process, Benefits and Limitations | VIEW |
| Criteria for Effective Segmentation | VIEW |
| Bases for Segmenting Business Markets | VIEW |
| Unit 5 [Book] | |
| Current Marketing Realities | VIEW |
| Major Societal Forces of Marketing Realities | VIEW |
| Current Consumer Capabilities | VIEW |
| Current Company Capabilities | VIEW |
| The Great Indian Market, Characteristics, Issues and Challenges | VIEW |