Unit 1: An Overview of Marketing
- Concept and importance of marketing
Unit 2: Product
- Meaning and definition of product
- Levels of product
- Classification of products
- Branding
- Packaging
- Labeling: Meaning, types and functions
Unit 3: Pricing
- Meaning and definition of price and pricing
- Forms of price
- Objectives of pricing
- Importance of pricing
- Pricing allowances and discounts: Meaning and Types
- Factors affecting pricing: Internal and External factors
Unit 4: Distribution/Place
- Meaning and definition of distribution
- Elements of distribution
- Distribution structure for consumer and industrial products
- Channel conflicts and conflicts resolution/settlement
- Physical distribution and logistics management
- Importance of transportation in distribution system
- Importance of warehousing in distribution system
Unit 5: Promotion
- Meaning and definition of promotion
- Objective or role of promotion in marketing
- Importance of promotion
- Components of promotion/promotion-mix
- Advertising
- Personal Selling
- Sales Promotion
- Publicity and public relations
Unit 6: Emerging Issues in Modern Marketing
- Agriculture marketing
- Industrial marketing
- E-commerce/Internet marketing
- Telemarketing and televised marketing
- Other special fields of marketing
Unit 7: Marketing Ethics and Social Responsibility
- Meaning of marketing ethics and social responsibility
- Ethical behaviour in marketing
- Social marketing functions
- The cost of ignoring social responsibility
Unit 8: Developing Salesmanship Skill
- Meaning and definition of salesmanship
- Origin and development of salesmanship
- Role of salesmanship in marketing
- Salesmanship as a science, an art, or a profession
- Selling as a psychological phenomenon
- Qualities of a good salesman for successful selling
