Masters Program in Business Administration

Syllabus of Introduction to Marketing (0715V-1)

Session 1: Introduction to Marketing; Meaning and

definition of Marketing; Marketing Mix, elements of
Marketing Mix; the importance of Marketing, Role of
packaging in marketing; Marketing Organization;
Selling vs Marketing.

Session 2: Market Segmentation; segmentation

factors: a)Customer size. b) Technology involved. c)
Product usage. e) Heterogenity. Financial
characteristics of customers; Process of
Segmentation, Benefits of Market Segmentation;

Session 3: New Product Planning & Development;

Process and Product innovation; criteria for New
products, process of new product development;
examples / case study of new product development;

Session 4: Advertising and Sales Promotion;

Characterisictics of advertising; Types of advertising;
Advertising Media; goals of advertising; nature of
advertising campaign; sales promotion, point of
purchase, unique selling proposition;

Session 5: Product pricing & Distribution: pricing

situations, approach to pricing; objectives of pricing,
pricing a new product; Price Management.

Session 6: Distribution channels: Channel

characterisitics; Marketing channel functions and
flows;
Manufacturer-Retailer- Consumer Channel;
Manufacturer-Wholesaler-Retailer-consumer Channel;
Channel design; Selection of trade channels:
Retailing... wholesaling;
Logistics subsystems; warehousing Inventory; order
processing; transportation.

Session 7: Assignments

Each session is of 3 hours duration

0715V-1
Academic Team