Measures of Central Tendency
Detailed exploration of central tendency measures including arithmetic mean, geometric mean, harmonic mean, median, mode, quartiles, deciles with calculation methods and properties.
Quantitative Techniques – Statistical Analysis and Data Classification
Introduction to quantitative techniques covering historical development, definition, scope, statistical analysis phases, data types, sampling methods, classification, tabulation, frequency distributions, and data presentation methods.
Competitive Strategies and Market Leadership
Details competitive strategies for market leaders including defense strategies, market challenger attack strategies, market follower strategies, and market nicher strategies with Indian examples.
Brand Equity Measurement and Management
Focuses on measuring brand equity through indirect and direct approaches, brand audit, brand tracking, brand reinforcement, brand revitalization, branding strategy decisions, and brand portfolio management.
Marketing Environment and Consumer Behavior
Comprehensive coverage of marketing environment including microenvironment and macroenvironment forces, consumer buying behavior models, cultural, social, personal and psychological factors affecting purchase decisions.