Dy. Manager Marketing Railtel Syllabus
| Concepts of Marketing Management | 4P and SC of marketing
Porter model Strategic planning process SWOT analysis Value chain Core Competencies |
| Marketing Environment | Marketing Environment
Factors Influencing Consumer Buyer Behavior The Marketing Research Process |
| Analyzing the Market | Motivation theories : Freud, Maslow, Herzberg
Buying Decision Process Market Research |
| Connecting with Customers | Databases, Data Warehousing, Data Mining and Database marketing
Marketing-Mix Marketing Funnel Customer Relationship Management |
| Developing Marketing Strategies | Positioning and Differentiation
Product Mix Market leadership strategies Product Life Cycle Brand Positioning Pricing Strategies Identifying Market Segments and Targets |
| Communication with Customers | Market Communication
Process for Effective Communication; Advertising Different Advertising Media Communicating the value |
| Branding | Brand equity – Role, scope and models
Brand positioning Differentiation Strategies Competitive Strategies for Market Leaders Product Life-Cycle Marketing Pricing strategy |
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