Aviation Marketing Management

UNIT 1: MARKETING SCOPE AND CONCEPTS

Introduction
Marketing and Related Factors
Marketing Tasks
Marketing Concepts
Elements of Marketing
Marketing Mix Coherency
Marketing Mix Dynamics
Defning and Delivering Customer Value and Satisfaction
Value Chain
Environment Analysis
UNIT 2: STRATEGIC MARKETING PLANNING
Introduction
Strategy
Need for Strategic Planning
Strategic Planning Control and Implementation Process
Steps in Strategic Planning
UNIT 3: MARKETING STRATEGY: SEGMENTATION
Introduction
Marketing Strategy
Segmentation
Segmenting the Consumer Market
Segmenting Business Market
UNIT 4: MARKET STRATEGY: TARGETING
Introduction
Market Targeting
Targeting Strategies
UNIT 5: CASE STUDY
UNIT 6: CONSUMER BUYING BEHAVIOUR
Introduction
Buyer or Consumer Behaviour
Factors Infuencing Consumer Buying Behaviour
UNIT 7: PRODUCT LIFE CYCLE STRATEGIES
Introduction
Product Life Cycle (PLC)
Stages of Product Life Cycle
Implications and Limitations of Product Life Cycle Concept
New Product Development
Challenges in New Product Development
Product Mix and Product Line Decisions
UNIT 8: BRANDING
Introduction
Branding
Brand Identity
Brand Equity
Brand Image
Types of Brand
Brand Name Selection
Branding Strategies
Factors Infuencing Branding Strategies
UNIT 9: PACKAGING
Introduction
Packaging An Overview
Packaging Considerations
UNIT 10: CASE STUDY
UNIT 11: POSITIONING AND DIFFERENTIATION STRATEGIES
Introduction
Positioning
Concept of Unique Selling Proposition (USP) and Unique Value Proposition (UVP)
Repositioning
Diferentiation
UNIT 12: PRICING STRATEGIES
Introduction
Price Setting
Pricing Objectives
Factors Afecting Pricing Decisions
Price Setting Procedure
Policies
Price Discrimination
UNIT 13: MANAGING MARKETING CHANNELS
Introduction
Marketing Channels
Types of Channels
Wholesaling
Retailing
Factors Afecting Selection of Marketing Channel System
Intensity of Market Coverage
UNIT 14: MANAGEMENT OF LOGISTICS AND PHYSICAL DISTRIBUTION
Introduction
Physical Distribution
Market Logistics
Order Processing
Managing Inventory
Outsourcing Physical Distribution
UNIT 15: CASE STUDY
UNIT 16: MARKETING COMMUNICATIONS
Introduction
Marketing Communication
Marketing Communication Mix
Communication Process
UNIT 17: INTEGRATED MARKETING COMMUNICATIONS
Introduction
Integrated Marketing Communications An Overview
Sustainable Competitive Advantage Based on IMC
UNIT 18: ELEMENTS OF INTEGRATED MARKETING COMMUNICATIONS
Introduction
Advertising
Sales Promotion
Public Relations
Personal Selling
Direct Marketing
UNIT 19: SALES MANAGEMENT
Introduction
Functions of Sales Organisation
Planning Functions
Administrative Functions
Structure of Sales Organisation
Organising and Managing Size of a Sales Force
Compensation
Designing of Sales Territory
UNIT 20: CASE STUDY
UNIT 21: MARKET INFORMATION SYSTEMS
Introduction
Marketing Information System
Computer Networks and Internet
Data Mining and Data Warehousing
Marketing Intelligence Systems
UNIT 22: MARKET RESEARCH
Introduction
Marketing Research Process
UNIT 23: SERVICE MARKETING
Introduction
Defning Services
Classifcation of Services
Developing Marketing Strategies for Services
Service Quality and Diferentiation
Monitoring Service Performance
UNIT 24: FUTURE OF MARKETING AND ITS DIMENSIONS
Introduction
Future of Marketing
Technology-driven Marketing
Holistic Marketing
Ethical Dimensions in Marketing
Scope for Career in Marketing in India
UNIT 25: CASE STUDIES