Principles of Marketing

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Course content

Chapter - 01: Fundamentals of Marketing
Chapter 02: Analyzing Marketing Environment
- Lecture 05: The Company’s Microenvironment ,The Company’s Microenvironment, Responding to the Marketing Environment
- Lecture 06: The Company's Macro Environment, Responding to the Marketing Environment
Chapter 03: Consumer Markets and Consumer Buyer Behavior
- Lecture 07: Model of Consumer Behavior, Characteristics Affecting Consumer Behavior.
- Lecture 08: Types of Buying Decision Behavior, The Buyer Decision Process
Chapter 04: Market Segmentation, Targeting and Positioning
- Lecture 09: Market Segmentation, Market Targeting, Differentiation and Positioning
- Lecture 10: Requirements of Effective Segmentation, Market Targeting Strategies, Choosing a Target Market
Chapter 05: Products, Services and Brands: Building Customer Value
Chapter 06: Pricing: Understanding and Capturing Customer Value
Chapter 07: Marketing Channels: Delivering Customer Value
Chapter 09: Communicating Customer Value: Integrated Marketing Communication Strategy
Chapter 10 : Personal Selling and Sales Promotion
Chapter 11 : Direct and Online Marketing: Building Direct Customer Relationships

Lecture 20: Supply Chains and the Value Delivery Network • The Nature and Importance of Marketing Channels, Channel Behavior and Organization, Channel Design Decisions