Marketing environment analysis including micro and macro factors, demographic trends, economic forces, technological changes, customer relationship management, and customer retention strategies.
Marketing fundamentals including market segmentation, targeting, positioning, marketing mix 4Ps, marketing channels, distribution, promotion, product strategies, and brand building.
Introduction to marketing covering definition, core concepts, needs/wants/demands, market offerings, value proposition, customer satisfaction, exchange relationships, and marketing process.
Details competitive strategies for market leaders including defense strategies, market challenger attack strategies, market follower strategies, and market nicher strategies with Indian examples.
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.