Table of Contents – Specialization in Marketing
Consumer Behavior | |
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1 | Consumer Behavior and Marketing Strategy |
2 | Cross – Cultural Variations in Consumer Behavior |
3 | The Changing Society : Values and Consumption Pattern |
4 | The Changing Society : Demographics and Subculture |
5 | Families and Household as Part of Society |
6 | Group Influences on Consumer Behavior |
7 | Perception |
8 | Learning, Memory, and Product Positioning |
9 | Motivation and Personality |
10 | Self-Concept and Lifestyle |
11 | Consumer Decision Process and Problem Recognition |
12 | Information Search and Alternative Evaluation |
13 | Outlet Selection and Purchase |
14 | Postpurchase Processes, Customer Satisfaction, and Customer Commitment |
Digital Marketing | |
1 | Understanding Digital Marketing |
2 | Website Planning |
3 | Email Marketing |
4 | Search Engine Optimisation (SEO) |
5 | Social Media Marketing |
6 | Segmentation, Targeting and Positioning by Using Online Tools and Google AdWords and AdSense |
7 | SEO and Social Media Marketing |
8 | Content Marketing |
9 | Facebook as Social Media Marketing Tool |
10 | LinkedIn as Social Media Marketing Tool |
11 | Twitter as Social Media Marketing Tool |
12 | Measuring Results of Social Media Marketing Tool |
13 | Pay-Per-Click |
14 | Mobile Marketing |
15 | Affiliate Marketing |
Integrated Marketing Communications | |
1 | Overview of Integrated Marketing Communications |
2 | Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable |
3 | Targeting |
4 | Positioning |
5 | Objective Setting and Budgeting |
6 | Overview of Advertising Management |
7 | Effective and Creative Advertising Messages |
8 | Message Appeals and Endorsers |
9 | Measuring Advertising Message Effectiveness |
10 | Advertising Media: Planning and Analysis |
11 | Traditional Advertising Media |
12 | Internet Advertising |
13 | Other Advertising Media |
14 | Sales Promotion and the Role of Trade Promotions |
15 | Marketing-Oriented Public Relations and Word-of-Mouth Management. |
Marketing of Services | |
1 | Introduction to Services |
2 | Conceptual Framework: The Gaps Model of Service Quality |
3 | Customer Expectations of Service |
4 | Customer Perceptions of Service |
5 | Building Customer Relationships |
6 | Service Recovery |
7 | Service Innovation and Design |
8 | Physical Evidence and the Servicescape |
9 | Customer-Defined Service Standards |
10 | Employees’ Roles in Service |
11 | Customers’ Roles in Service |
12 | Integrated Service Marketing Communications |
13 | Pricing of Services |
14 | The Financial and Economic Impact of Service |
Marketing Research | |
1 | Marketing Research: From Data to Information to Action |
2 | The Research Question: Formulation of the Problem |
3 | Exploratory, Descriptive, and Causal Research Designs |
4 | Collecting Secondary Data from Inside and Outside the Organization |
5 | Collecting Primary Data by Observation |
6 | Collecting Primary Data by Communication |
7 | Asking Good Questions |
8 | Designing the Questionnaire |
9 | Developing the Sampling Plan |
10 | Data Collection: Enhancing Response Rates while Limiting Errors |
11 | Data Preparation for Analysis |
12 | Analysis and Interpretation: Individual Variables Independently |
13 | Analysis and Interpretation: Multiple Variables Simultaneously |
14 | The Research Report |
Retail Management | |
1 | Perspectives on Retailing |
2 | Retail Strategic Planning and Operations Management |
3 | Retail Customers |
4 | Evaluating the Competition in Retailing |
5 | Managing the Supply Chain |
6 | Market Selection and Retail Location Analysis |
7 | Merchandise Buying and Handling |
8 | Retail Pricing |
9 | Advertising and Promotion |
10 | Customer Services and Retail Selling |
11 | Store Layout and Design |
Sales and Distribution Management | |
1 | Introduction to Sales & Distribution Management, Linkage of Sales and Marketing function |
2 | Theories of Selling, Personal Selling, and Sales Process |
3 | Sales Planning and Forecasting |
4 | Sales Organization: Structures, Specializations & Roles |
5 | Training, Compensation and Motivation of Sales Force |
6 | Designing and Managing Sales Territories & Quotas |
7 | Evaluating & Controlling Sales Performance |
8 | Introduction to Distribution System |
9 | Selection of Channel and Channel Partners |
10 | Channels of Distribution: Roles & Functions |
11 | Distribution Analysis, Channel Management and Control |
12 | Physical Distribution Management: Logistics. Transportation & Warehousing |
13 | Distribution of Services |