1.1 Meaning and Definition of marketing

1.2 Core concepts of marketing (Need, Wants Demands, Value and Satisfaction)

1.3 Importance of marketing

1.4 Scope of marketing

1.5 Different approaches of marketing

1.6 Marketing Environment (PESTLE Analysis)

2.1 Introduction to consumer behaviour

2.2 Factors affecting consumer behaviour  

2.3 The economic model 

2.4 Pavlovian / Learning model

2.5 The sociological model

2.6 Psychoanalytic model 

2.7 The Howard Sheth model of buying behavior 

2.8 The Nicosia model

2.9 The Engel - Kollat - Blackwell Model

3.1 Introduction to market segmentation

3.2 Basis for market segmentation

3.3 Requisites of sound market segmentation

3.4 Market Segmentation strategies, Targeting, Product positioning

4.1 Introduction to marketing mix

4.2 Market Mix - Product 

4.3 Market Mix - Price

4.4 Market Mix - Place

4.5 Market Mix - Promotion 

4.6 Market Mix - 4P's to 4C's