Description

Marketing Strategies and Practices

MCOM Semester III

Syllabus

1. Introduction to Marketing Strategies
♦ Introduction: Marketing Strategies – Concept, Evolution, Role/ Importance, Types, Formulation of Marketing Strategies – Steps
♦ Marketing Opportunities and Plan: Analysing Marketing Opportunities, Future of Marketing, Effective Marketing Plan
♦ New Marketing Strategies: Holistic, New Brand, Service, Green and Guerrilla Marketing Strategies

2. Developing Marketing Strategies & Plans
♦ Marketing Mix : Marketing Strategy Implementation – Steps, Marketing Mix 4 P’s – Importance, Alternative Marketing Mix Prepositions – Profit, People, and Planet
♦ Marketing Plans : Marketing Planning – Importance, Types and Content, Strategic Business Unit – Structure, SWOT Analysis
♦ Defensive Marketing Strategies: Importance, Types, Offensive V/S Defensive Marketing Strategies, Position Defense Strategies

3. Market Environmental Trends & Building Customer Value
♦ Environmental Analysis: Analysing the Macro Environment, Theories of Marketing – PESTLE Analysis, VRIO Analysis, Porter’s Competency Model, and Customer Perceived Value (CPV)
♦ Customer Value: Applying Customer Value and Satisfaction, Customer Relationship Management (CRM) – Concepts and Techniques
♦ Customer Loyalty: Importance, Consumer Behaviour – Impact of Personal, Cultural, Social and Psychological Factors

4. Recent Trends in Marketing Strategies
♦ Emerging Strategies: 21st Century Marketing Strategies, Global Marketing Strategies, and Strategies for Entering Emerging Market
♦ E-Marketing: Concept, Pros and Cons, Digital Marketing – Concept and Features, Experiential Marketing – Concept and Features, Hospitality Marketing Management
♦ Social Marketing: Social Marketing – Importance, Barriers, Trends in Marketing Practices in India and across Globe