1



Marketing Environment



1.1 Introduction – Marketing Microenvironment

1.1.1 Company,

1.1.2 Suppliers,

1.1.3 Marketing intermediaries,

1.1.4 Competitors, Customers

1.2.1 Macro Environment –

1.2.2 Demographic environment,

1.2.3 Economic environment,

1.2.4 Natural environment,

1.2.5 Technological environment,

1.2.6 Political environment,

1.2.7 Social environment,

1.2.8 Cultural environmen

2



Business Analysis



2.1 Business Analysis process,

2.2 Analysis Parameters - Industry Size, Segment Size, Category Size, Segment wise contribution, Growth Patterns,

2.3 Growth Drivers, Competition CSF, KPI, BCG matrix, Porter’s 5 force analysis

2.4 Data Analytics – Role of Data Analytics in Business Analysis. Scope, and its importance concerning marketing strategies.

2.4.1 Types of Data Analytics.

2.4.2 Challenges of Business Data Analytics.

3



Marketing Research



3.1 Need of Marketing research,

3.2 marketing research process,

3.3 Consumer Buying Behavior, Marketing environment affecting consumer-buying behaviour

3.4 Big Data Analytics – Concerning Consumer Psychologies

4



Marketing Strategies



4.1 Introduction,

4.2 Product and Pricing Strategies,

4.3 Market Segmentation and Targeting Strategies,

4.4 Distribution Strategies, Communication Strategies.

4.5 Digital Marketing Strategies – Importance, and Challenges.