Syllabus
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Course Code: ED-403 Course Name: Specialisation- G: ENTREPRENEURSHIP DEVELOPMENT - Marketing Management in New Age Businesses |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Business Marketing: Concept of Marketing, Scope of Marketing, Assessment of Demand, Market Segmentation, Marketing Mix, Product Mix, Processing of Products and Processing Strategies. Product Life Cycle – Introduction Stage Strategies, Growth Stage Strategies, Maturity Stage Strategies, Decline Stage Strategies. Introduction to Pricing and revenue management: History of Pricing and Revenue Optimization (PRO) Techniques; Traditional Pricing Techniques; factors driving PRO and the workings of a PRO system; Microeconomics of Pricing; Review of Pricing Theory : Recap of the monopoly price theory; Price Discrimination and role of Consumer Surplus; Concept of Price Waterfall ; Behavioral Theory of Pricing; Value Creation and Capturing; Market Segmentation and Pricing : Market Segmentation with Differential Pricing: Concept of different reservation prices; focusing on customer needs and segmentation. Value Based Pricing; Pricing and CRM. Channels of Distribution: Concept, Objectives & Importance of Channels of Distribution, Types of Channels of Distribution, Factors Affecting Choice Of Distribution Channels. Role of Middlemen, Distribution Strategies, Franchising – Concepts and Benefits. Logistics: Meaning, Importance, Objectives, Marketing Logistics Task, Approaches Of Logistics. | |
