• Marketing: Concept and approaches; Marketing channels; Marketing mix; Strategic marketing planning; Market segmentation, targeting and positioning
• Product decisions: Concept; Product line; Product mix decisions; Product life cycle; New product development
• Pricing decisions: Factors affecting price determination; Pricing policies and strategies Promotion decisions: Role of promotion in marketing; Promotion methods – Advertising;
• Personal selling; Publicity; Sales promotion tools and techniques; Promotion mix
• Distribution decisions: Channels of distribution; Channel management
• Consumer Behaviour; Consumer buying process; factors influencing consumer buying decisions
• Service marketing
• Trends in marketing: Social marketing; Online marketing; Green marketing; Direct marketing; Rural marketing; CRM
• Logistics management

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