Detailed Syllabus

 

Module 1: Introduction to Marketing Management

1.1. Definition and Scope of Marketing Management

1.2. Marketing Mix and 4Ps

1.3. Marketing Environment and Trends

1.4. Marketing Strategy and Planning

 

Module 2: Marketing Research and Analysis

2.1. Marketing Research Process and Methodologies

2.2. Data Collection and Analysis Techniques

2.3. Market Segmentation, Targeting, and Positioning (STP)

2.4. Competitor Analysis and Market Intelligence

2.5. Marketing Metrics and Performance Measurement

 

Module 3: Consumer Behaviour and Psychology

3.1. Consumer Behaviour Models and Theories

3.2. Consumer Decision-Making Process

3.3. Consumer Motivation and Influence

3.4. Consumer Learning and Memory

3.5. Cultural and Social Influences on Consumer Behaviour

 

Module 4: Brand Management and Strategy

4.1. Brand Definition and Identity

4.2. Brand Positioning and Differentiation

4.3. Brand Equity and Value

4.4. Brand Portfolio Management

4.5. Brand Extension and Co-Branding

 

Module 5: Digital Marketing and E-Commerce

5.1. Digital Marketing Channels and Platforms

5.2. Search Engine Optimization (SEO) and Pay-Per-Click (PPC)

5.3. Social Media Marketing and Influencer Marketing

5.4. Email Marketing and Mobile Marketing

5.5. E-Commerce Platforms and Digital Payment Systems

 

Module 6: Marketing Communications and Advertising

6.1. Marketing Communications Mix and Channels

6.2. Advertising Strategies and Tactics

6.3. Public Relations and Crisis Communications

6.4. Sales Promotions and Event Marketing

6.5. Integrated Marketing Communications (IMC)

 

Module 7: Marketing Strategy and Planning

7.1. Marketing Strategy Frameworks and Models

7.2. Marketing Planning Process and Tools

7.3. Market Analysis and Competitor Analysis

7.4. Marketing Mix and 4Ps

7.5. Marketing Budgeting and Resource Allocation

 

Module 8: International Marketing and Globalization

8.1. International Marketing Environment and Trends

8.2. Globalization and Market Entry Strategies

8.3. International Marketing Mix and Adaptation

8.4. Global Brand Management and Standardization

8.5. International Marketing Research and Intelligence

 

Module 9: Marketing Analytics and Metrics

9.1. Marketing Metrics and Performance Measurement

9.2. Marketing Analytics Tools and Techniques

9.3. Data-Driven Marketing and Decision-Making

9.4. Marketing ROI and Financial Analysis

9.5. Marketing Dashboard and Reporting

 

Module 10: Case Studies and Group Projects

10.1. Real-World Case Studies

10.2. Group Projects and Presentations

10.3. Peer Review and Feedback

10.4. Final Project Report and Presentation

 

Module 11: Professional Development and Ethics

11.1. Professional Development and Continuing Education

11.2. Ethics and Professional Standards

11.3. Marketing Regulations and Compliance

11.4. Final Exam and Assessment

 

Duration:

 

- Total duration: 220-270 hours

- Classroom instruction: 150-200 hours

- Self-study and assignments: 30-50 hours

- Group projects and presentations: 20-30 hours

- Final exam and assessment: 10-20 hours