Marketing Syllabus for IBPS Marketing Officer (Scale I) exam
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Marketing Syllabus for IBPS Marketing Officer (Scale I) exam
1. Understanding marketing
- The importance of Marketing
- What is marketing?
- Marketing concept and its evolution
- Marketing & Customer Value
- Value Delivery Process
2. Analysing market opportunities
- Environmental Analysis – Analysing Macroenvironment; Demographic Environment; Socio-cultural Environment
- Consumer Analysis – Consumer Behaviour ; Consumer decision making process; Creating customer Value
- Competitor Analysis
3. Choosing the Value (STP)
- Segmentation
- Targeting
- Positioning
4. Designing the Marketing Program (Marketing Mix Decisions)
- Product Decisions – Concept of product; Classification of products; Major product decisions; Product line and product mix; Branding; Packaging and labelling; Product life cycle – strategic implications; New product development and consumer adoption process; Brand management
- Distribution Channels and Physical Distribution Decisions – Nature, functions, and types of distribution channels; Distribution channel intermediaries; Channel management decisions; Wholesale and store retailing; Non Store retailing; Issues in market logistics.
- Pricing Decisions – Factors affecting price determination; Pricing policies and strategies; Discounts and rebates.
- Promotion Decisions – Communication Process; Promotion mix – advertising, personal selling, sales promotion, publicity and public relations; Determining advertising budget; Copy designing and testing; Media selection; Advertising effectiveness; Sales promotion – tools and techniques.
5. Marketing Planning and Control
6. Rural Marketing
7. Marketing Research
8. Designing and managing services
9. Business Market (Organizational Buying)
Some other topics...
- Concept, Nature, Scope and Importance of Marketing
- Meaning, Functions and Importance of Marketing Management
- Marketing Process & Marketing Planning
- Marketing Research
- Marketing Segmentation
- Consumer/Buyer Behaviour & Motivation
- Product Planning and Development
- Branding, Packaging, Labelling, Standardization & Grading
- Pricing Decision
- Sales Promotion & Personal Selling
- Rural Marketing
- Bank Marketing
- Insurance Marketing
- International Marketing
- Social Responsibility & Marketing Ethics
- Consumer Protection in India
- Marketing of Services
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