UNIT I Marketing: Definition, Nature, Scope & Importance, Marketing Management, Core Concepts of Marketing, Selling Concept, Production Concept, Modern Marketing Concept, Social Marketing, Understanding of Consumer Behavior, Purchase Decision Process. UNIT II Segmentation: Concept, Basis of Segmentation, Importance in Marketing; Targeting: Concept Types, Importance; Positioning: Concept, Importance, Brand Positioning, Repositioning. UNIT III Marketing Mix: Product: Product Mix, New Product Development Levels of Product, Product Life Cycle, Branding and Packaging, Distribution: Concept, Importance, Different Types of Distribution Channels etc. UNIT IV Price: Meaning, Objective, Factors Influencing Pricing, Methods of Pricing. Promotion: Promotional Mix, Tools, Objectives, Media Selection & Management UNIT V Marketing Research: Importance, Process and Elementary Knowledge of Information System, Green Marketing, Digital Marketing, Service Marketing