Fundamentals of Marketing and Digital Marketing Syllabus For IVth Semester of Various Universities of Uttar Pradesh (As per National Education Policy-2020) 

Unit I : Introduction : Nature, Scope and Importance of Marketing; Evolution of Marketing Concepts; Marketing Mix; Marketing Environment. Micro and Macro Environmental Factors. Consumer Behaviour—An Overview : Consumer Buying Process: Factors Influencing Consumer Buying Decisions.
Unit II : Market Selection : Market Segmentation—Concept, Importance and Bases; Target Market Selection; Positioning Concept, Importance and Bases; Product Differentiation vs. Market Segmentation. Product : Meaning and Importance. Product Classifications; Concept of Product Mix; Branding, Packaging and Labelling; After-sales Services; Product Life-Cycle; New Product Development.
Unit III : Pricing : Significance; Factors Affecting Price of a Product; Major Pricing Methods; Pricing Policies and Strategies. Promotion : Nature and Importance of Promotion; Promotion Tools : Advertising, Personal Selling, Public Relations; Sales Promotion and Publicity—Concept and their Distinctive Characteristics; Promotion Mix; Factors Affecting Promotion Mix Decisions and Integrated Marketing Communication Approach.
Unit IV : Distribution : Channels of Distribution—Meaning and Importance; Types of Distribution Channels; Wholesaling and Retailing; Factores Affecting Choice of Distribution Channel; Distribution Logistics—Meaning, Importance and Decisions. Retailing : Types of Retailing—Store Based and Non-store Based Retailing, Chain Stores, Specialty Stores, Supermarkets, Retail Vending Machines, Mail Order Houses, Retail Co-operatives; Management of Retailing Operations—An Overview; Retailing in India— Changing Scenario. Recent Developments in Marketing : Social Marketing, Online Marketing, Direct Marketing, Services Marketing, Green Marketing, Relationship Marketing, Rural Marketing.

DIGITAL MARKETING (PRACTICAL)

Unit-I : Introduction of the Digital Marketing, Digital vs. Real Marketing, Digital Marketing Channels, Creating Initial Digital Marketing Plan, Content Management, SWOT analysis, Target Group Analyses.
Unit-II : Web design, Optimization of Web sites, MS Expression Web, Creating web sites, SEO Optimization, Writing the SEO content. Writing the SEO content, Google Ad Words—Creating Accounts, Google Ad Wonds—Types.
Unit-III : Introduction to CRM, CRM platform, CRM Models, CRM Strategy, Introduction to Web Analytics, Web Analytics-levels, Introduction of Social Media Marketing, Social Media Marketing Plan, Facebook Ads, Creating Facebook Ads, Ads Visibility, Business opportunities and Instagram Options, Optimization of Instagram Profiles, Integrating Instagram with a Web Site and other social networks, Keeping up with posts.
Unit-IV : Creating Business Accounts on YouTube, YouTube Advertising. YouTube Analytics, E-mail Marketing, E-mail Marketing Plan, E-mail Marketing Campaign Analysis, Keeping up with conversions, Digital Marketing Budgeting—Resource Planning, Cost Estimating, Cost Budgeting, Cost Control.

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