Week 1: Fundamentals of Marketing
• Module 1: Introduction to Marketing
◦ Definition and Importance of Marketing
◦ Evolution of Marketing (Production, Sales, Marketing, Relationship Marketing)
◦ Core Concepts (Needs, Wants, Demands, Value, Exchange)
• Module 2: Marketing Environment
◦ Micro and Macro Environment
◦ SWOT Analysis
◦ PESTEL Analysis
Week 2: Marketing Strategies and Mix
• Module 3: Market Segmentation, Targeting, and Positioning (STP)
◦ Segmentation Criteria and Methods
◦ Target Market Selection
◦ Positioning Strategies
• Module 4: Marketing Mix (4 Ps)
◦ Product: Product Life Cycle, New Product Development
◦ Price: Pricing Strategies and Tactics
◦ Place: Distribution Channels and Logistics
◦ Promotion: Integrated Marketing Communications (IMC), Advertising, Sales Promotion, Public Relations