Modern Marketing (Sem 1, BCom Bangalore Univ)

We have great pleasure in presenting First edition “Modern Marketing” written for students of UG courses. The related matters are written in a simple and easily understandable.

This volume is an attempt to pro vide the students with thorough understanding of Modern Marketing. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.

Contents –

Module – 1 Introduction to Marketing
Introduction
Marketing
Meaning of Marketing
Definition of Marketing
Importance of Marketing
Functions of Marketing
Concept of Marketing
Approaches to Marketing
Classification of Markets
Societal Marketing
Holistic Marketing
Relationship
Marketing
Integrated Marketing
Internal Marketing
Performance Marketing
Review Questions

Module – 2 Marketing Environment & Ethics in Marketing
Introduction
Meaning Environment
Demographic Environment
Economic Environment
Natural Environment
Political Environment
Legal Environment
Socio-cultural Environments
Market Segmentation
Meaning of Market Segmentation
Definition of Market Segmentation
Importance of Market Segmentation
Bases of Market Segmentation
Ethics in Marketing
Meaning of Ethics in Marketing
Importance of Ethics in Marketing
Role of Ethics in Marketing
Marketing Ethics in the Digital Age
Review Questions

Module – 3 Marketing Mix
Introduction
Marketing Mix
The Components (Ps) of Marketing Mix
Meaning and Elements
Product Mix
Product Line
Product Life Cycle (PLC)
Product Planning
New Product Development
Branding
Packaging
Labelling
Product Positioning
Product Differentiation
Concept
Importance
Pricing
Factors Influencing Pricing
Methods of Pricing
Review Questions

Module – 4 Principles and Drivers of New Marketing Environment
Introduction
Principles of New Marketing Environment
Drivers of New Marketing Environment
Web 2.0-Digital Media Industry
Reaching Audience Through Digital Channels
Traditional and Digital Marketing
Introduction to Online Marketing Environment
Dotcom Evolution
Internet Relationships
Business in Modern Economy
Integrating E-Business to an Existing Business Model
Concept of Digital Marketing
Online Marketing Mix
SoLoMo (Social-Local-Mobile)
Social Media Sites & Monetization
Careers in Social Media Marketing
Online Content Development
Key Word Optimization
Review Questions

Module – 5 Cutting Edge Trends in Marketing
Introduction
Meaning of Omnichannel Marketing
Importance of Omnichannel Marketing
Benefits on Omnichannel Marketing
Process on Omnichannel Marketing
Content Marketing & Story Telling
Influencer Marketing
Experiential Marketing
Voice Search
Smart Speaker Marketing
Augmented Reality (AR) and Virtual Reality (VR) Marketing
Programmatic Advertising
Sensory Marketing
Neuro Marketing
Consumer Socialization and its Landscape
Review Questions

Skill Development Activities