Course Outcome:
1. Analyze the significance of global marketing.
2. Evaluate Segmentation, Targeting & Positioning of global marketing
environment
3. Develop marketing mix for rural market offering
4. Formulate effective event management planning
5. Analyze the importance of green Marketing
Syllabus Content:
Unit 1
Global Marketing: Global Marketing Environment, Entry Strategies, Global
market segmentation, targeting and Positioning, Global Marketing mix- Product
Design Decisions, Geographic expansion strategic alternatives, New product in
Global Market, Global Pricing Strategies, Global Pricing Policy alternatives,
Channel Objectives and constraints, Channel Structure, Advertising decisions in
Global marketing.
Unit 2
Event Marketing: Meaning and importance, STP for event marketing, Event
Marketing Mix- Product, Price, Place, Promotion, Partnership, physical evidence,
People, Programming, Applications of event marketing Entertainment, Sports,
Festivals, Social events, Corporate events
Unit 3
Rural Marketing: Introduction, Characteristics of rural marketing, Rural
marketing mix challenges, Rural marketing environment, Rural consumer behavior,
STP for Rural Markets, Rural Marketing mix strategies, Services Marketing in rural
areas, ICT in Rural Areas, The future of Rural marketing in
India. Marketing of Agricultural Inputs, agricultural products, nonfarm products
Unit 4
Green Marketing: What does it mean to be green? The environment and
consumption, providing value via green marketing & communications,
Consumption paradigms, Green Consumers, the new green marketing paradigm,
Designing green products and Innovation, The role of the corporate spokesperson.
Outreach and partnerships.
- Teacher: Santosh Devekar
- Teacher: Pruthviraj Ghatage
- Teacher: Ketaki Kambale
- Teacher: Nagina Mali
- Teacher: Naziya Mullani
- Teacher: Priyanka Surve