The course shall expose students to meaning of industrial marketing; classifications of industrial goods as well as differences between consumer and industrial markets. They shall be taken through industrial research; marketing planning & strategy as it affects industrial marketing. The 4Ps of marketing - distribution (place), promotional mix, pricing strategies and product shall be examined as they relate to industrial marketing. The role of government and its agencies, how they affect industrial marketing shall be dealt with.
This course exposes students to the concept of Integrated Marketing Communication. The marketing communication process and the steps involved in developing an effective marketing communication programme. It will also involve method of determining Advertising budget – such as marginal approaches, ROI method, the task method etc. Students will be taught media selection strategies, Advertising planning, procedure and scheduling, global advertising issues, contemporary issues in advertising, sales promotion, meaning and objectives; methods of sales promotional tools, developing and evaluating sales promotion programmes, contemporary issues in advertising, sales promotion, public relations and direct marketing.
This is the second segment of a two-semesters course designed to introduce the undergraduate students to the basic concepts and principles involved in initiating and executing the marketing process in a business firm. Emphasis will be on the marketing functions and abilities of private profit oriented business. Student will be exposed to pricing policies, personal selling techniques and public relations practice. It will entail new-product adoption process, consumer behaviour and decision making process. Students would be taught basic steps in marketing research, measurement and forecasting techniques. The course will take students through basic concept in global / international marketing, consumerism as well as contemporary marketing issues.
of Marketing II