Modern Marketing Practices Full Unit Notes
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Oct 25, 2025
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About This Presentation
his comprehensive presentation covers all five units of Modern Marketing, including evolution of marketing, consumer insights, digital and social media strategies, branding and innovation, and ethical, green, and sustainable marketing. It provides clear explanations of modern concepts, technologies,...
Slide Content
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
Course Title: Modern Marketing Practices
Course Description (30 words)
This course explores emerging trends, digital transformation, and innovative strategies in
modern marketing, integrating technology, analytics, and customer-centric approaches to
enhance organizational competitiveness in the contemporary business environment.
Course Objective (20 words)
To equip students with knowledge of modern marketing tools, digital trends, and innovative
strategies influencing consumer engagement and business success.
Course Outcomes (COs)
CO1: Understand the evolution and scope of modern marketing in the digital era.
CO2: Analyze customer behaviour, segmentation, and targeting in online and offline
markets.
CO3: Evaluate contemporary marketing tools such as influencer marketing, digital branding,
and data-driven strategies.
CO4: Apply digital and content marketing techniques to enhance customer engagement.
CO5: Examine ethical and sustainable practices in modern marketing decision-making.
Course Content
UNIT I – INTRODUCTION TO MODERN MARKETING – 10 HOURS
• Evolution of Marketing – Traditional vs. Modern Marketing – Core Concepts of
Marketing – Customer Value and Satisfaction – The 7Ps and 7Cs of Modern
Marketing – Role of Technology in Marketing – Marketing in the Digital and Social
Era.
1. Evolution of Marketing
Marketing has evolved significantly from the simple act of exchange in early civilizations to
a sophisticated, customer-centric process in the modern era. Understanding this evolution
helps grasp how marketing strategies have adapted to changes in business, technology, and
society.
1.1 Early Stage: Production Orientation
Course Title: Modern Marketing Practices
Course Description (30 words)
This course explores emerging trends, digital transformation, and innovative strategies in
modern marketing, integrating technology, analytics, and customer-centric approaches to
enhance organizational competitiveness in the contemporary business environment.
Course Objective (20 words)
To equip students with knowledge of modern marketing tools, digital trends, and innovative
strategies influencing consumer engagement and business success.
Course Outcomes (COs)
CO1: Understand the evolution and scope of modern marketing in the digital era.
CO2: Analyze customer behaviour, segmentation, and targeting in online and offline
markets.
CO3: Evaluate contemporary marketing tools such as influencer marketing, digital branding,
and data-driven strategies.
CO4: Apply digital and content marketing techniques to enhance customer engagement.
CO5: Examine ethical and sustainable practices in modern marketing decision-making.
Course Content
UNIT I – INTRODUCTION TO MODERN MARKETING – 10 HOURS
• Evolution of Marketing – Traditional vs. Modern Marketing – Core Concepts of
Marketing – Customer Value and Satisfaction – The 7Ps and 7Cs of Modern
Marketing – Role of Technology in Marketing – Marketing in the Digital and Social
Era.
1. Evolution of Marketing
Marketing has evolved significantly from the simple act of exchange in early civilizations to
a sophisticated, customer-centric process in the modern era. Understanding this evolution
helps grasp how marketing strategies have adapted to changes in business, technology, and
society.
1.1 Early Stage: Production Orientation
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Focus: Producing goods efficiently.
• Assumption: Consumers prefer products that are widely available and affordable.
• Example: Henry Ford’s Model T – “You can have any color as long as it is black.”
• Limitation: Ignored customer preferences and customization.
1.2 Sales Orientation (1930s–1950s)
• Focus shifted to aggressive selling and promotion.
• Assumption: Consumers need persuasion to buy products.
• Tactics: Door-to-door selling, radio advertisements, direct sales campaigns.
• Limitation: Emphasis on sales volume over customer relationships.
1.3 Marketing Orientation (1950s–1980s)
• Focus: Understanding and satisfying customer needs.
• Key Idea: “The customer is king.”
• Market research and segmentation became vital tools.
• Companies designed products based on consumer preferences.
1.4 Relationship Marketing (1980s–2000s)
• Emphasis: Building long-term relationships with customers.
• Tools: Loyalty programs, CRM systems, personalized services.
• Example: Frequent flyer programs, membership cards.
• Goal: Customer retention and lifetime value.
1.5 Modern and Digital Marketing (2000s–Present)
• Integration of technology, data analytics, and online platforms.
• Focus on creating value through omnichannel presence, content marketing, and social
engagement.
• Real-time feedback, personalization, and influencer marketing have become key.
• Example: Amazon, Netflix, and Apple’s customer-driven ecosystems.
2. Traditional vs. Modern Marketing
Aspect Traditional Marketing Modern Marketing
Medium Print, TV, Radio, Billboards Digital platforms, Social Media,
Apps
Focus Product and seller-centric Customer and relationship-centric
Communication One-way (broadcasting) Two-way (engagement, feedback)
Reach Local or regional Global and targeted
Measurement Difficult to measure ROI Easily measurable with analytics
Cost Expensive due to media
costs
Cost-effective digital tools
Speed Slow campaign execution Instant and real-time marketing
• Focus: Producing goods efficiently.
• Assumption: Consumers prefer products that are widely available and affordable.
• Example: Henry Ford’s Model T – “You can have any color as long as it is black.”
• Limitation: Ignored customer preferences and customization.
1.2 Sales Orientation (1930s–1950s)
• Focus shifted to aggressive selling and promotion.
• Assumption: Consumers need persuasion to buy products.
• Tactics: Door-to-door selling, radio advertisements, direct sales campaigns.
• Limitation: Emphasis on sales volume over customer relationships.
1.3 Marketing Orientation (1950s–1980s)
• Focus: Understanding and satisfying customer needs.
• Key Idea: “The customer is king.”
• Market research and segmentation became vital tools.
• Companies designed products based on consumer preferences.
1.4 Relationship Marketing (1980s–2000s)
• Emphasis: Building long-term relationships with customers.
• Tools: Loyalty programs, CRM systems, personalized services.
• Example: Frequent flyer programs, membership cards.
• Goal: Customer retention and lifetime value.
1.5 Modern and Digital Marketing (2000s–Present)
• Integration of technology, data analytics, and online platforms.
• Focus on creating value through omnichannel presence, content marketing, and social
engagement.
• Real-time feedback, personalization, and influencer marketing have become key.
• Example: Amazon, Netflix, and Apple’s customer-driven ecosystems.
2. Traditional vs. Modern Marketing
Aspect Traditional Marketing Modern Marketing
Medium Print, TV, Radio, Billboards Digital platforms, Social Media,
Apps
Focus Product and seller-centric Customer and relationship-centric
Communication One-way (broadcasting) Two-way (engagement, feedback)
Reach Local or regional Global and targeted
Measurement Difficult to measure ROI Easily measurable with analytics
Cost Expensive due to media
costs
Cost-effective digital tools
Speed Slow campaign execution Instant and real-time marketing
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
Customer
Interaction
Limited and indirect Direct, interactive, and personalized
Modern marketing combines both online and offline strategies to achieve maximum reach
and engagement, aligning marketing activities with customer expectations and technology
trends.
3. Core Concepts of Marketing
Marketing is built on several core concepts that guide businesses in creating and delivering
value to customers.
3.1 Needs, Wants, and Demands
• Needs: Basic human requirements (food, clothing, shelter).
• Wants: Specific objects that satisfy needs, shaped by culture and personality.
• Demands: Wants backed by purchasing power.
3.2 Market Offerings
• Combination of products, services, and experiences offered to satisfy customer needs.
• Example: Starbucks sells not only coffee but also ambiance and experience.
3.3 Value and Satisfaction
• Value: Difference between what the customer gets (benefits) and what they give
(costs).
• Satisfaction: Customer’s feeling after comparing expectations with actual
performance.
3.4 Exchange and Transactions
• Marketing occurs when people exchange something of value to fulfill needs.
• Example: A buyer gives money to get a product or service.
3.5 Relationships and Networks
• Building strong ties with customers, distributors, and partners to create value
networks.
• Leads to customer loyalty and business sustainability.
3.6 Markets
• The set of all actual and potential buyers of a product.
• Includes both physical and digital marketplaces.
Customer
Interaction
Limited and indirect Direct, interactive, and personalized
Modern marketing combines both online and offline strategies to achieve maximum reach
and engagement, aligning marketing activities with customer expectations and technology
trends.
3. Core Concepts of Marketing
Marketing is built on several core concepts that guide businesses in creating and delivering
value to customers.
3.1 Needs, Wants, and Demands
• Needs: Basic human requirements (food, clothing, shelter).
• Wants: Specific objects that satisfy needs, shaped by culture and personality.
• Demands: Wants backed by purchasing power.
3.2 Market Offerings
• Combination of products, services, and experiences offered to satisfy customer needs.
• Example: Starbucks sells not only coffee but also ambiance and experience.
3.3 Value and Satisfaction
• Value: Difference between what the customer gets (benefits) and what they give
(costs).
• Satisfaction: Customer’s feeling after comparing expectations with actual
performance.
3.4 Exchange and Transactions
• Marketing occurs when people exchange something of value to fulfill needs.
• Example: A buyer gives money to get a product or service.
3.5 Relationships and Networks
• Building strong ties with customers, distributors, and partners to create value
networks.
• Leads to customer loyalty and business sustainability.
3.6 Markets
• The set of all actual and potential buyers of a product.
• Includes both physical and digital marketplaces.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
4. Customer Value and Satisfaction
4.1 Customer Value
Customer value refers to the overall benefit a buyer perceives compared to the cost paid. It
depends on:
• Product quality
• Service excellence
• Price fairness
• Brand reputation
• Emotional connection
4.2 Creating Customer Value
1. Understanding Customer Needs: Through surveys, data analytics, and feedback.
2. Differentiation: Offering unique features or superior service.
3. Innovation: Continuously improving products and customer experience.
4. Customer Engagement: Involving customers through communities, social media,
and content.
4.3 Customer Satisfaction
• Achieved when product performance meets or exceeds customer expectations.
• Satisfied customers become repeat buyers and brand advocates.
• Tools: Net Promoter Score (NPS), customer feedback systems.
4.4 Importance
• Reduces marketing costs (retaining is cheaper than acquiring).
• Enhances word-of-mouth promotion.
• Builds brand loyalty and profitability.
5. The 7Ps of Modern Marketing
The Marketing Mix (7Ps) represents the key elements that influence marketing strategy and
implementation.
1. Product: Tangible goods or intangible services that satisfy needs.
o Includes design, features, quality, and branding.
2. Price: The value exchanged for the product.
o Must reflect perceived value, competition, and cost.
3. Place (Distribution): Channels to make the product available to customers.
o Online platforms, retail stores, supply chains.
4. Promotion: Communication tools to inform and persuade customers.
o Advertising, public relations, sales promotions, digital marketing.
4. Customer Value and Satisfaction
4.1 Customer Value
Customer value refers to the overall benefit a buyer perceives compared to the cost paid. It
depends on:
• Product quality
• Service excellence
• Price fairness
• Brand reputation
• Emotional connection
4.2 Creating Customer Value
1. Understanding Customer Needs: Through surveys, data analytics, and feedback.
2. Differentiation: Offering unique features or superior service.
3. Innovation: Continuously improving products and customer experience.
4. Customer Engagement: Involving customers through communities, social media,
and content.
4.3 Customer Satisfaction
• Achieved when product performance meets or exceeds customer expectations.
• Satisfied customers become repeat buyers and brand advocates.
• Tools: Net Promoter Score (NPS), customer feedback systems.
4.4 Importance
• Reduces marketing costs (retaining is cheaper than acquiring).
• Enhances word-of-mouth promotion.
• Builds brand loyalty and profitability.
5. The 7Ps of Modern Marketing
The Marketing Mix (7Ps) represents the key elements that influence marketing strategy and
implementation.
1. Product: Tangible goods or intangible services that satisfy needs.
o Includes design, features, quality, and branding.
2. Price: The value exchanged for the product.
o Must reflect perceived value, competition, and cost.
3. Place (Distribution): Channels to make the product available to customers.
o Online platforms, retail stores, supply chains.
4. Promotion: Communication tools to inform and persuade customers.
o Advertising, public relations, sales promotions, digital marketing.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
5. People: Employees and stakeholders who deliver the service.
o Training, attitude, and customer interaction are key.
6. Process: Systems and procedures that ensure service delivery.
o Efficient logistics, order handling, and customer service.
7. Physical Evidence: Tangible cues that support product quality.
o Store design, packaging, website design, and brand symbols.
6. The 7Cs of Modern Marketing
Developed to complement the 7Ps, the 7Cs focus on the customer’s perspective.
7Cs Explanation
Customer Center of all marketing activities. Understanding needs and behaviors is
crucial.
Cost Total cost to the customer, not just the price paid.
Convenience Ease of buying and using the product (online/offline access).
Communication Interactive dialogue replacing one-way promotion.
Content Relevant, engaging information that attracts and retains customers.
Community Building loyal customer groups through engagement and shared values.
Credibility Trust built through ethical practices, transparency, and quality.
The 7Ps are company-oriented, while the 7Cs are customer-oriented, together ensuring
balance between organizational goals and customer satisfaction.
7. Role of Technology in Marketing
Technology has revolutionized how businesses connect with customers and deliver value.
7.1 Automation and Artificial Intelligence (AI)
• Automates repetitive tasks like email marketing, lead scoring, and chatbots.
• AI analyzes consumer behavior to personalize offers and predict trends.
7.2 Big Data and Analytics
• Collects data from multiple sources (social media, purchases, web traffic).
• Enables segmentation, targeting, and performance measurement.
7.3 E-Commerce and Mobile Marketing
• Platforms like Amazon, Flipkart, and Shopify make global markets accessible.
• Mobile apps allow instant communication, push notifications, and personalized deals.
7.4 Customer Relationship Management (CRM) Systems
5. People: Employees and stakeholders who deliver the service.
o Training, attitude, and customer interaction are key.
6. Process: Systems and procedures that ensure service delivery.
o Efficient logistics, order handling, and customer service.
7. Physical Evidence: Tangible cues that support product quality.
o Store design, packaging, website design, and brand symbols.
6. The 7Cs of Modern Marketing
Developed to complement the 7Ps, the 7Cs focus on the customer’s perspective.
7Cs Explanation
Customer Center of all marketing activities. Understanding needs and behaviors is
crucial.
Cost Total cost to the customer, not just the price paid.
Convenience Ease of buying and using the product (online/offline access).
Communication Interactive dialogue replacing one-way promotion.
Content Relevant, engaging information that attracts and retains customers.
Community Building loyal customer groups through engagement and shared values.
Credibility Trust built through ethical practices, transparency, and quality.
The 7Ps are company-oriented, while the 7Cs are customer-oriented, together ensuring
balance between organizational goals and customer satisfaction.
7. Role of Technology in Marketing
Technology has revolutionized how businesses connect with customers and deliver value.
7.1 Automation and Artificial Intelligence (AI)
• Automates repetitive tasks like email marketing, lead scoring, and chatbots.
• AI analyzes consumer behavior to personalize offers and predict trends.
7.2 Big Data and Analytics
• Collects data from multiple sources (social media, purchases, web traffic).
• Enables segmentation, targeting, and performance measurement.
7.3 E-Commerce and Mobile Marketing
• Platforms like Amazon, Flipkart, and Shopify make global markets accessible.
• Mobile apps allow instant communication, push notifications, and personalized deals.
7.4 Customer Relationship Management (CRM) Systems
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Software that stores customer information to improve service and retention.
• Examples: Salesforce, Zoho CRM.
7.5 Virtual and Augmented Reality
• Used for immersive experiences, virtual showrooms, and product demonstrations.
7.6 Blockchain and Security
• Ensures data transparency and trust in digital transactions.
Technology thus enables speed, precision, personalization, and global reach, transforming
marketing into a dynamic, data-driven process.
8. Marketing in the Digital and Social Era
The digital age has redefined how marketers reach, engage, and retain customers.
8.1 Digital Marketing
• Uses online platforms such as websites, search engines, email, and apps.
• Key Components:
o SEO (Search Engine Optimization)
o SEM (Search Engine Marketing)
o Social Media Marketing
o Email Marketing
o Content Marketing
o Influencer Marketing
8.2 Social Media Marketing
• Platforms: Facebook, Instagram, LinkedIn, X (Twitter), TikTok, YouTube.
• Enables two-way interaction, community building, and viral promotion.
• Metrics: Likes, shares, engagement rate, reach, and conversion.
8.3 Personalization and Customer Experience
• Tailoring messages and recommendations based on user behavior and preferences.
• Example: Netflix and Spotify’s recommendation algorithms.
8.4 Omni-channel Marketing
• Integrates online and offline experiences for consistent customer journeys.
• Example: Buy online and pick up in-store (BOPIS).
8.5 Ethical and Sustainable Marketing
• Software that stores customer information to improve service and retention.
• Examples: Salesforce, Zoho CRM.
7.5 Virtual and Augmented Reality
• Used for immersive experiences, virtual showrooms, and product demonstrations.
7.6 Blockchain and Security
• Ensures data transparency and trust in digital transactions.
Technology thus enables speed, precision, personalization, and global reach, transforming
marketing into a dynamic, data-driven process.
8. Marketing in the Digital and Social Era
The digital age has redefined how marketers reach, engage, and retain customers.
8.1 Digital Marketing
• Uses online platforms such as websites, search engines, email, and apps.
• Key Components:
o SEO (Search Engine Optimization)
o SEM (Search Engine Marketing)
o Social Media Marketing
o Email Marketing
o Content Marketing
o Influencer Marketing
8.2 Social Media Marketing
• Platforms: Facebook, Instagram, LinkedIn, X (Twitter), TikTok, YouTube.
• Enables two-way interaction, community building, and viral promotion.
• Metrics: Likes, shares, engagement rate, reach, and conversion.
8.3 Personalization and Customer Experience
• Tailoring messages and recommendations based on user behavior and preferences.
• Example: Netflix and Spotify’s recommendation algorithms.
8.4 Omni-channel Marketing
• Integrates online and offline experiences for consistent customer journeys.
• Example: Buy online and pick up in-store (BOPIS).
8.5 Ethical and Sustainable Marketing
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Growing focus on eco-friendly, transparent, and socially responsible practices.
• Consumers prefer brands with strong ethical values.
8.6 Challenges in the Digital Era
• Data privacy concerns (GDPR compliance).
• Information overload and ad fatigue.
• Managing brand reputation online.
UNIT II – CONSUMER INSIGHTS AND MARKET ANALYTICS – 10 HOURS
Understanding Consumer Behaviour – Online vs. Offline Buying Behaviour – Market
Segmentation, Targeting and Positioning (STP) in the Modern Context – Customer Data
Platforms (CDP) – Predictive Analytics in Marketing – Big Data and Artificial Intelligence in
Consumer Insights.
1. Understanding Consumer Behaviour
Consumer behaviour is the study of how individuals, groups, and organizations select,
purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and
desires. Understanding consumer behaviour helps marketers design strategies that influence
buying decisions effectively.
1.1 Nature of Consumer Behaviour
• Complex Process: Involves mental, emotional, and physical activities before and
after purchase.
• Dynamic: Constantly changes with technology, trends, and social influence.
• Multidisciplinary: Draws from psychology, sociology, anthropology, and
economics.
1.2 Factors Influencing Consumer Behaviour
1. Cultural Factors:
o Culture, subculture, and social class shape preferences.
o Example: Vegetarian culture influences food purchases in India.
2. Social Factors:
o Family, reference groups, roles, and status influence decisions.
o Example: Teenagers influenced by celebrity endorsements.
3. Personal Factors:
o Age, lifestyle, occupation, income, and personality affect choice.
o Example: Professionals prefer branded gadgets for reliability.
4. Psychological Factors:
o Motivation (Maslow’s hierarchy), perception, learning, beliefs, and attitudes
play vital roles.
5. Situational Factors:
• Growing focus on eco-friendly, transparent, and socially responsible practices.
• Consumers prefer brands with strong ethical values.
8.6 Challenges in the Digital Era
• Data privacy concerns (GDPR compliance).
• Information overload and ad fatigue.
• Managing brand reputation online.
UNIT II – CONSUMER INSIGHTS AND MARKET ANALYTICS – 10 HOURS
Understanding Consumer Behaviour – Online vs. Offline Buying Behaviour – Market
Segmentation, Targeting and Positioning (STP) in the Modern Context – Customer Data
Platforms (CDP) – Predictive Analytics in Marketing – Big Data and Artificial Intelligence in
Consumer Insights.
1. Understanding Consumer Behaviour
Consumer behaviour is the study of how individuals, groups, and organizations select,
purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and
desires. Understanding consumer behaviour helps marketers design strategies that influence
buying decisions effectively.
1.1 Nature of Consumer Behaviour
• Complex Process: Involves mental, emotional, and physical activities before and
after purchase.
• Dynamic: Constantly changes with technology, trends, and social influence.
• Multidisciplinary: Draws from psychology, sociology, anthropology, and
economics.
1.2 Factors Influencing Consumer Behaviour
1. Cultural Factors:
o Culture, subculture, and social class shape preferences.
o Example: Vegetarian culture influences food purchases in India.
2. Social Factors:
o Family, reference groups, roles, and status influence decisions.
o Example: Teenagers influenced by celebrity endorsements.
3. Personal Factors:
o Age, lifestyle, occupation, income, and personality affect choice.
o Example: Professionals prefer branded gadgets for reliability.
4. Psychological Factors:
o Motivation (Maslow’s hierarchy), perception, learning, beliefs, and attitudes
play vital roles.
5. Situational Factors:
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
o Physical surroundings, time of purchase, and buying occasion influence
behaviour.
1.3 Stages of the Consumer Buying Process
1. Problem Recognition – Realizing a need or want.
2. Information Search – Seeking details about possible solutions.
3. Evaluation of Alternatives – Comparing products and features.
4. Purchase Decision – Final selection and payment.
5. Post-Purchase Behaviour – Assessing satisfaction or regret.
1.4 Importance to Marketers
• Helps design targeted promotions.
• Aids in product development and pricing.
• Enhances customer experience and loyalty.
2. Online vs. Offline Buying Behaviour
In the digital era, consumers purchase products both online (e-commerce) and offline
(brick-and-mortar). Understanding these behaviours enables firms to balance both channels
effectively.
2.1 Online Buying Behaviour
Online buying involves purchasing goods/services via internet platforms like Amazon,
Flipkart, Myntra, etc.
Characteristics
• Convenience: 24/7 accessibility from any location.
• Information-rich: Access to reviews, ratings, and detailed product descriptions.
• Personalization: AI-driven recommendations based on browsing history.
• Security and Trust Issues: Consumers value data privacy and secure payment
systems.
• Impulse Purchases: Flash sales and digital ads encourage quick buying.
Advantages
• Time-saving and easy price comparisons.
• Wider range of products.
• Real-time discounts and digital payments.
Disadvantages
• No physical inspection.
• Delivery delays or returns issues.
o Physical surroundings, time of purchase, and buying occasion influence
behaviour.
1.3 Stages of the Consumer Buying Process
1. Problem Recognition – Realizing a need or want.
2. Information Search – Seeking details about possible solutions.
3. Evaluation of Alternatives – Comparing products and features.
4. Purchase Decision – Final selection and payment.
5. Post-Purchase Behaviour – Assessing satisfaction or regret.
1.4 Importance to Marketers
• Helps design targeted promotions.
• Aids in product development and pricing.
• Enhances customer experience and loyalty.
2. Online vs. Offline Buying Behaviour
In the digital era, consumers purchase products both online (e-commerce) and offline
(brick-and-mortar). Understanding these behaviours enables firms to balance both channels
effectively.
2.1 Online Buying Behaviour
Online buying involves purchasing goods/services via internet platforms like Amazon,
Flipkart, Myntra, etc.
Characteristics
• Convenience: 24/7 accessibility from any location.
• Information-rich: Access to reviews, ratings, and detailed product descriptions.
• Personalization: AI-driven recommendations based on browsing history.
• Security and Trust Issues: Consumers value data privacy and secure payment
systems.
• Impulse Purchases: Flash sales and digital ads encourage quick buying.
Advantages
• Time-saving and easy price comparisons.
• Wider range of products.
• Real-time discounts and digital payments.
Disadvantages
• No physical inspection.
• Delivery delays or returns issues.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Cybersecurity risks.
2.2 Offline Buying Behaviour
Offline buying occurs in physical stores where consumers interact directly with products.
Characteristics
• Touch and Feel: Sensory experience before buying.
• Instant Gratification: Immediate possession after purchase.
• Personal Interaction: Assistance from sales staff and brand representatives.
• Trust-based: Physical presence increases credibility.
Advantages
• Personalized service and demonstrations.
• Easier handling of returns/exchanges.
Disadvantages
• Limited operating hours and geographical reach.
• Higher operational costs.
2.3 Comparison Table
Aspect Online Buying Offline Buying
Accessibility Anytime, anywhere Limited to store hours
Product Experience Virtual (images, reviews) Physical inspection
Decision Drivers Price, convenience Quality, trust
Payment Digital transactions Cash or card
Customer Interaction Automated (AI chatbots) Human contact
Post-Purchase Service Email/chat-based In-person support
2.4 Hybrid Model (Phygital Approach)
• Combines physical + digital for seamless customer experience.
• Examples:
o “Click and Collect” (order online, pick up in store).
o Virtual try-ons before in-store purchase.
3. Market Segmentation, Targeting, and Positioning (STP)
in the Modern Context
STP is a key marketing framework for identifying, understanding, and serving customers
effectively.
• Cybersecurity risks.
2.2 Offline Buying Behaviour
Offline buying occurs in physical stores where consumers interact directly with products.
Characteristics
• Touch and Feel: Sensory experience before buying.
• Instant Gratification: Immediate possession after purchase.
• Personal Interaction: Assistance from sales staff and brand representatives.
• Trust-based: Physical presence increases credibility.
Advantages
• Personalized service and demonstrations.
• Easier handling of returns/exchanges.
Disadvantages
• Limited operating hours and geographical reach.
• Higher operational costs.
2.3 Comparison Table
Aspect Online Buying Offline Buying
Accessibility Anytime, anywhere Limited to store hours
Product Experience Virtual (images, reviews) Physical inspection
Decision Drivers Price, convenience Quality, trust
Payment Digital transactions Cash or card
Customer Interaction Automated (AI chatbots) Human contact
Post-Purchase Service Email/chat-based In-person support
2.4 Hybrid Model (Phygital Approach)
• Combines physical + digital for seamless customer experience.
• Examples:
o “Click and Collect” (order online, pick up in store).
o Virtual try-ons before in-store purchase.
3. Market Segmentation, Targeting, and Positioning (STP)
in the Modern Context
STP is a key marketing framework for identifying, understanding, and serving customers
effectively.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
3.1 Market Segmentation
Segmentation divides a heterogeneous market into smaller homogeneous groups with similar
characteristics and needs.
Types of Segmentation
1. Demographic: Age, gender, income, education, occupation.
o Example: Baby products for young parents.
2. Geographic: Region, climate, population density.
o Example: Winter wear for northern regions.
3. Psychographic: Lifestyle, personality, values.
o Example: Adventure brands targeting risk-takers.
4. Behavioural: Usage rate, loyalty, benefits sought.
o Example: Airline loyalty programs for frequent flyers.
5. Technographic (Modern): Device usage, digital behaviour, tech adoption level.
Modern Segmentation Tools
• Data analytics and AI to track online behaviour.
• Social media insights and cookies for personalization.
• CDPs and CRMs for unified customer profiles.
3.2 Targeting
Selecting the most attractive segments to serve.
Targeting Strategies
1. Undifferentiated Marketing: Single offer for all (mass marketing).
2. Differentiated Marketing: Separate offers for different segments.
3. Concentrated Marketing: Focus on one niche market.
4. Micromarketing: Customizing products for individuals (hyper-personalization).
Modern Targeting Approaches
• Predictive models to identify high-value customers.
• Geo-targeting and behaviour-based retargeting.
• Influencer and community targeting on social platforms.
3.3 Positioning
Positioning creates a distinct brand image in the minds of consumers.
Steps in Positioning
1. Identify competitors.
2. Determine key differentiators.
3. Develop value proposition.
3.1 Market Segmentation
Segmentation divides a heterogeneous market into smaller homogeneous groups with similar
characteristics and needs.
Types of Segmentation
1. Demographic: Age, gender, income, education, occupation.
o Example: Baby products for young parents.
2. Geographic: Region, climate, population density.
o Example: Winter wear for northern regions.
3. Psychographic: Lifestyle, personality, values.
o Example: Adventure brands targeting risk-takers.
4. Behavioural: Usage rate, loyalty, benefits sought.
o Example: Airline loyalty programs for frequent flyers.
5. Technographic (Modern): Device usage, digital behaviour, tech adoption level.
Modern Segmentation Tools
• Data analytics and AI to track online behaviour.
• Social media insights and cookies for personalization.
• CDPs and CRMs for unified customer profiles.
3.2 Targeting
Selecting the most attractive segments to serve.
Targeting Strategies
1. Undifferentiated Marketing: Single offer for all (mass marketing).
2. Differentiated Marketing: Separate offers for different segments.
3. Concentrated Marketing: Focus on one niche market.
4. Micromarketing: Customizing products for individuals (hyper-personalization).
Modern Targeting Approaches
• Predictive models to identify high-value customers.
• Geo-targeting and behaviour-based retargeting.
• Influencer and community targeting on social platforms.
3.3 Positioning
Positioning creates a distinct brand image in the minds of consumers.
Steps in Positioning
1. Identify competitors.
2. Determine key differentiators.
3. Develop value proposition.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
4. Communicate through consistent messaging.
Modern Positioning Dimensions
• Value-based: “More for more” (premium pricing for luxury).
• Experience-based: Delivering emotions and lifestyle (e.g., Apple).
• Sustainability-based: Green and ethical branding.
• Digital positioning: SEO and content strategy define brand perception online.
4. Customer Data Platforms (CDP)
A Customer Data Platform (CDP) is a centralized software system that collects, organizes,
and manages customer data from multiple sources to create unified profiles for marketing
purposes.
4.1 Key Functions
1. Data Collection: Gathers data from websites, apps, CRM, social media, and offline
interactions.
2. Data Integration: Merges diverse data into a single, consistent profile.
3. Segmentation: Groups customers based on attributes or behaviour.
4. Activation: Sends personalized messages across channels like email, ads, and SMS.
4.2 Importance
• Provides a 360° view of the customer.
• Enables real-time personalization.
• Supports privacy compliance (GDPR, CCPA).
• Improves marketing ROI and campaign accuracy.
4.3 Difference between CDP, CRM, and DMP
Feature CDP CRM DMP
Purpose Customer data unification
and activation
Manage customer
relationships
Manage anonymous
advertising data
Data Type First-party (owned) data First-party
(transactional) data
Third-party (cookies) data
User
Focus
Marketing teams Sales & service teams Ad networks
Outcome Personalized marketing
campaigns
Sales management Audience targeting
4.4 Leading CDP Tools
• Salesforce Data Cloud
• Adobe Real-Time CDP
• Segment
4. Communicate through consistent messaging.
Modern Positioning Dimensions
• Value-based: “More for more” (premium pricing for luxury).
• Experience-based: Delivering emotions and lifestyle (e.g., Apple).
• Sustainability-based: Green and ethical branding.
• Digital positioning: SEO and content strategy define brand perception online.
4. Customer Data Platforms (CDP)
A Customer Data Platform (CDP) is a centralized software system that collects, organizes,
and manages customer data from multiple sources to create unified profiles for marketing
purposes.
4.1 Key Functions
1. Data Collection: Gathers data from websites, apps, CRM, social media, and offline
interactions.
2. Data Integration: Merges diverse data into a single, consistent profile.
3. Segmentation: Groups customers based on attributes or behaviour.
4. Activation: Sends personalized messages across channels like email, ads, and SMS.
4.2 Importance
• Provides a 360° view of the customer.
• Enables real-time personalization.
• Supports privacy compliance (GDPR, CCPA).
• Improves marketing ROI and campaign accuracy.
4.3 Difference between CDP, CRM, and DMP
Feature CDP CRM DMP
Purpose Customer data unification
and activation
Manage customer
relationships
Manage anonymous
advertising data
Data Type First-party (owned) data First-party
(transactional) data
Third-party (cookies) data
User
Focus
Marketing teams Sales & service teams Ad networks
Outcome Personalized marketing
campaigns
Sales management Audience targeting
4.4 Leading CDP Tools
• Salesforce Data Cloud
• Adobe Real-Time CDP
• Segment
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Tealium AudienceStream
CDPs empower organizations to build strong, data-driven customer relationships by linking
online and offline data for better insights.
5. Predictive Analytics in Marketing
Predictive analytics uses statistical techniques, machine learning, and data models to forecast
future customer behaviour based on historical data.
5.1 Definition
Predictive analytics involves using algorithms and data mining to anticipate future
outcomes, such as customer churn, purchase likelihood, or campaign success.
5.2 Applications in Marketing
1. Customer Retention: Predicts which customers are likely to leave.
2. Lead Scoring: Identifies potential high-value prospects.
3. Personalized Offers: Suggests tailored discounts and recommendations.
4. Sales Forecasting: Estimates future sales trends.
5. Sentiment Analysis: Understands public perception from social media data.
5.3 Techniques Used
• Regression Analysis
• Decision Trees
• Neural Networks
• Cluster Analysis
• Time-Series Forecasting
5.4 Benefits
• Improves marketing efficiency and ROI.
• Enables proactive strategies.
• Reduces customer acquisition costs.
• Enhances satisfaction through relevance.
5.5 Example
Netflix uses predictive analytics to recommend content based on viewing history and similar
user profiles. Amazon predicts future purchases through browsing and purchase behaviour.
• Tealium AudienceStream
CDPs empower organizations to build strong, data-driven customer relationships by linking
online and offline data for better insights.
5. Predictive Analytics in Marketing
Predictive analytics uses statistical techniques, machine learning, and data models to forecast
future customer behaviour based on historical data.
5.1 Definition
Predictive analytics involves using algorithms and data mining to anticipate future
outcomes, such as customer churn, purchase likelihood, or campaign success.
5.2 Applications in Marketing
1. Customer Retention: Predicts which customers are likely to leave.
2. Lead Scoring: Identifies potential high-value prospects.
3. Personalized Offers: Suggests tailored discounts and recommendations.
4. Sales Forecasting: Estimates future sales trends.
5. Sentiment Analysis: Understands public perception from social media data.
5.3 Techniques Used
• Regression Analysis
• Decision Trees
• Neural Networks
• Cluster Analysis
• Time-Series Forecasting
5.4 Benefits
• Improves marketing efficiency and ROI.
• Enables proactive strategies.
• Reduces customer acquisition costs.
• Enhances satisfaction through relevance.
5.5 Example
Netflix uses predictive analytics to recommend content based on viewing history and similar
user profiles. Amazon predicts future purchases through browsing and purchase behaviour.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
6. Big Data and Artificial Intelligence in Consumer
Insights
Big Data and Artificial Intelligence (AI) have transformed marketing analytics by making
insights faster, deeper, and more actionable.
6.1 Big Data in Marketing
Big Data refers to the vast volume, velocity, and variety of data generated by consumers
through digital interactions.
Sources of Big Data
• Social media interactions
• E-commerce transactions
• IoT devices and mobile apps
• Customer service interactions
Applications
1. Segmentation and Targeting: Discover hidden patterns in customer groups.
2. Campaign Optimization: Real-time tracking of ad performance.
3. Customer Journey Mapping: Understand touchpoints across multiple channels.
4. Sentiment Analysis: Analyze online reviews and opinions.
Benefits
• Data-driven decision-making.
• Improved personalization.
• Competitive advantage through trend prediction.
6.2 Artificial Intelligence in Consumer Insights
AI enables machines to analyze consumer data, identify trends, and automate marketing
tasks.
Key Applications
1. Chatbots: Provide 24/7 customer service and engagement.
2. Recommendation Engines: Suggest products/services using algorithms.
3. Voice and Visual Search: AI tools like Alexa, Siri, and Google Lens enhance
convenience.
4. Customer Sentiment Detection: AI tools analyze tone and mood in reviews.
5. Dynamic Pricing: Adjust prices based on demand and competitor data.
6.3 Benefits of AI in Marketing
• Enhances predictive capabilities.
• Automates repetitive processes.
6. Big Data and Artificial Intelligence in Consumer
Insights
Big Data and Artificial Intelligence (AI) have transformed marketing analytics by making
insights faster, deeper, and more actionable.
6.1 Big Data in Marketing
Big Data refers to the vast volume, velocity, and variety of data generated by consumers
through digital interactions.
Sources of Big Data
• Social media interactions
• E-commerce transactions
• IoT devices and mobile apps
• Customer service interactions
Applications
1. Segmentation and Targeting: Discover hidden patterns in customer groups.
2. Campaign Optimization: Real-time tracking of ad performance.
3. Customer Journey Mapping: Understand touchpoints across multiple channels.
4. Sentiment Analysis: Analyze online reviews and opinions.
Benefits
• Data-driven decision-making.
• Improved personalization.
• Competitive advantage through trend prediction.
6.2 Artificial Intelligence in Consumer Insights
AI enables machines to analyze consumer data, identify trends, and automate marketing
tasks.
Key Applications
1. Chatbots: Provide 24/7 customer service and engagement.
2. Recommendation Engines: Suggest products/services using algorithms.
3. Voice and Visual Search: AI tools like Alexa, Siri, and Google Lens enhance
convenience.
4. Customer Sentiment Detection: AI tools analyze tone and mood in reviews.
5. Dynamic Pricing: Adjust prices based on demand and competitor data.
6.3 Benefits of AI in Marketing
• Enhances predictive capabilities.
• Automates repetitive processes.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Improves personalization and engagement.
• Provides faster, real-time insights.
6.4 Ethical Considerations
• Data privacy and consent.
• Algorithmic bias and transparency.
• Responsible AI use for fair marketing decisions.
7. Integrating Consumer Insights and Analytics
7.1 Role of Consumer Insights
• Reveal what consumers think, feel, and need.
• Guide decisions about product design, communication, and pricing.
• Help brands connect emotionally and logically with audiences.
7.2 Role of Market Analytics
• Convert consumer data into measurable performance metrics.
• Enable evidence-based decision-making instead of intuition.
• Align marketing efforts with business outcomes (sales, loyalty, satisfaction).
7.3 Integration Process
1. Data Collection: Through CDPs, CRMs, surveys, and digital platforms.
2. Data Analysis: Using Big Data tools and predictive models.
3. Insight Generation: Identifying patterns, pain points, and opportunities.
4. Action Implementation: Personalization, retargeting, and loyalty programs.
5. Feedback and Refinement: Continuous monitoring and improvement.
8. Emerging Trends in Consumer Analytics
1. Real-time Data Insights: Instant decision-making with live dashboards.
2. Hyper-Personalization: AI-driven, individual-level targeting.
3. Emotion Analytics: Using facial and voice recognition to measure emotions.
4. Privacy-First Marketing: Transparency and user control over data.
5. Augmented Analytics: Automation of data interpretation using AI tools like Power
BI or Tableau.
6. Predictive Customer Journeys: Anticipating each customer’s next action.
• Improves personalization and engagement.
• Provides faster, real-time insights.
6.4 Ethical Considerations
• Data privacy and consent.
• Algorithmic bias and transparency.
• Responsible AI use for fair marketing decisions.
7. Integrating Consumer Insights and Analytics
7.1 Role of Consumer Insights
• Reveal what consumers think, feel, and need.
• Guide decisions about product design, communication, and pricing.
• Help brands connect emotionally and logically with audiences.
7.2 Role of Market Analytics
• Convert consumer data into measurable performance metrics.
• Enable evidence-based decision-making instead of intuition.
• Align marketing efforts with business outcomes (sales, loyalty, satisfaction).
7.3 Integration Process
1. Data Collection: Through CDPs, CRMs, surveys, and digital platforms.
2. Data Analysis: Using Big Data tools and predictive models.
3. Insight Generation: Identifying patterns, pain points, and opportunities.
4. Action Implementation: Personalization, retargeting, and loyalty programs.
5. Feedback and Refinement: Continuous monitoring and improvement.
8. Emerging Trends in Consumer Analytics
1. Real-time Data Insights: Instant decision-making with live dashboards.
2. Hyper-Personalization: AI-driven, individual-level targeting.
3. Emotion Analytics: Using facial and voice recognition to measure emotions.
4. Privacy-First Marketing: Transparency and user control over data.
5. Augmented Analytics: Automation of data interpretation using AI tools like Power
BI or Tableau.
6. Predictive Customer Journeys: Anticipating each customer’s next action.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
UNIT III – DIGITAL AND SOCIAL M EDIA MARKETING – 10 HOURS
1. Overview of Digital Marketing
1.1 Definition
Digital marketing refers to the promotion of products, services, or brands using digital
channels such as search engines, social media, websites, email, and mobile apps. It involves
connecting with target audiences through online technologies to create awareness, drive
engagement, and generate sales.
1.2 Features
• Interactive: Two-way communication between brand and customer.
• Measurable: Performance can be tracked using analytics tools.
• Global Reach: Businesses can reach audiences across borders.
• Cost-Effective: Lower cost compared to traditional advertising.
• Personalized: Allows customized messages and recommendations.
1.3 Importance
• Expands market reach beyond geographical limits.
• Builds brand visibility and customer trust.
• Enables real-time feedback and customer relationship building.
• Enhances conversion through targeted campaigns.
• Supports data-driven decision-making.
1.4 Components of Digital Marketing
1. Website Marketing: Core hub for digital presence.
2. Search Engine Optimization (SEO).
3. Search Engine Marketing (SEM).
4. Social Media Marketing.
5. Email and Mobile Marketing.
6. Content Marketing.
7. Affiliate and Influencer Marketing.
8. Online Reputation Management (ORM).
Digital marketing integrates all these elements to create a cohesive online strategy for
attracting, engaging, and retaining customers.
2. Search Engine Optimization (SEO)
2.1 Definition
UNIT III – DIGITAL AND SOCIAL M EDIA MARKETING – 10 HOURS
1. Overview of Digital Marketing
1.1 Definition
Digital marketing refers to the promotion of products, services, or brands using digital
channels such as search engines, social media, websites, email, and mobile apps. It involves
connecting with target audiences through online technologies to create awareness, drive
engagement, and generate sales.
1.2 Features
• Interactive: Two-way communication between brand and customer.
• Measurable: Performance can be tracked using analytics tools.
• Global Reach: Businesses can reach audiences across borders.
• Cost-Effective: Lower cost compared to traditional advertising.
• Personalized: Allows customized messages and recommendations.
1.3 Importance
• Expands market reach beyond geographical limits.
• Builds brand visibility and customer trust.
• Enables real-time feedback and customer relationship building.
• Enhances conversion through targeted campaigns.
• Supports data-driven decision-making.
1.4 Components of Digital Marketing
1. Website Marketing: Core hub for digital presence.
2. Search Engine Optimization (SEO).
3. Search Engine Marketing (SEM).
4. Social Media Marketing.
5. Email and Mobile Marketing.
6. Content Marketing.
7. Affiliate and Influencer Marketing.
8. Online Reputation Management (ORM).
Digital marketing integrates all these elements to create a cohesive online strategy for
attracting, engaging, and retaining customers.
2. Search Engine Optimization (SEO)
2.1 Definition
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
SEO is the process of optimizing a website to improve its visibility on search engines like
Google, Bing, and Yahoo. The goal is to achieve higher rankings on search results pages
(SERPs) to drive organic (unpaid) traffic.
2.2 Types of SEO
1. On-Page SEO:
o Optimization of content, keywords, meta tags, headings, and internal links.
o Example: Adding “best smartphones 2025” as a keyword in a product review.
2. Off-Page SEO:
o Activities outside the website that improve authority and reputation.
o Includes link-building, social sharing, and influencer mentions.
3. Technical SEO:
o Enhancing backend structure for better performance.
o Focus on site speed, mobile-friendliness, crawlability, and security (HTTPS).
2.3 Key SEO Techniques
• Keyword Research (using tools like Google Keyword Planner, SEMrush).
• Content Optimization (unique, relevant, and updated).
• Backlinking from high-authority sites.
• Improving User Experience (UX).
• Using structured data (Schema Markup).
2.4 Benefits of SEO
• Generates sustainable organic traffic.
• Builds brand credibility and trust.
• Reduces dependency on paid advertising.
• Enhances user engagement and conversion rates.
3. Search Engine Marketing (SEM)
3.1 Definition
SEM is a paid digital marketing technique used to promote websites by increasing their
visibility on search engine results pages through paid advertisements such as Google Ads.
3.2 Components of SEM
1. Pay-Per-Click (PPC): Advertisers pay when users click their ads.
2. Cost-Per-Thousand Impressions (CPM): Cost for every 1,000 views.
3. Ad Auction: Search engines rank ads based on bid value and quality score.
3.3 Steps in SEM Campaign
1. Keyword selection and bidding.
SEO is the process of optimizing a website to improve its visibility on search engines like
Google, Bing, and Yahoo. The goal is to achieve higher rankings on search results pages
(SERPs) to drive organic (unpaid) traffic.
2.2 Types of SEO
1. On-Page SEO:
o Optimization of content, keywords, meta tags, headings, and internal links.
o Example: Adding “best smartphones 2025” as a keyword in a product review.
2. Off-Page SEO:
o Activities outside the website that improve authority and reputation.
o Includes link-building, social sharing, and influencer mentions.
3. Technical SEO:
o Enhancing backend structure for better performance.
o Focus on site speed, mobile-friendliness, crawlability, and security (HTTPS).
2.3 Key SEO Techniques
• Keyword Research (using tools like Google Keyword Planner, SEMrush).
• Content Optimization (unique, relevant, and updated).
• Backlinking from high-authority sites.
• Improving User Experience (UX).
• Using structured data (Schema Markup).
2.4 Benefits of SEO
• Generates sustainable organic traffic.
• Builds brand credibility and trust.
• Reduces dependency on paid advertising.
• Enhances user engagement and conversion rates.
3. Search Engine Marketing (SEM)
3.1 Definition
SEM is a paid digital marketing technique used to promote websites by increasing their
visibility on search engine results pages through paid advertisements such as Google Ads.
3.2 Components of SEM
1. Pay-Per-Click (PPC): Advertisers pay when users click their ads.
2. Cost-Per-Thousand Impressions (CPM): Cost for every 1,000 views.
3. Ad Auction: Search engines rank ads based on bid value and quality score.
3.3 Steps in SEM Campaign
1. Keyword selection and bidding.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
2. Creating ad copies with relevant content.
3. Landing page optimization.
4. Monitoring and adjusting campaigns.
3.4 Tools for SEM
• Google Ads
• Bing Ads
• Facebook Ads Manager
• LinkedIn Campaign Manager
3.5 Advantages
• Immediate visibility and measurable ROI.
• High targeting precision (geographical, demographic, interest-based).
• Suitable for product launches and time-sensitive promotions.
3.6 SEO vs. SEM
Aspect SEO SEM
Nature Organic Paid
Results Time Long-term Instant
Cost Free (except optimization costs) Pay per click
Goal Sustainable traffic Quick visibility
Tools SEO plugins, analytics tools Google Ads, Bing Ads
4. Social Media Platforms and Content Strategy
4.1 Importance of Social Media in Marketing
Social media marketing involves using platforms like Facebook, Instagram, Twitter (X),
LinkedIn, YouTube, and TikTok to build brand awareness, engage audiences, and drive
traffic or sales.
4.2 Major Platforms and Uses
Platform Primary Use
Facebook Brand storytelling, ads, community engagement
Instagram Visual branding, influencer collaborations
LinkedIn B2B marketing, professional networking
YouTube Video marketing, tutorials, brand storytelling
X (Twitter) Real-time engagement, brand updates
TikTok Short, creative content for younger audiences
4.3 Content Strategy
2. Creating ad copies with relevant content.
3. Landing page optimization.
4. Monitoring and adjusting campaigns.
3.4 Tools for SEM
• Google Ads
• Bing Ads
• Facebook Ads Manager
• LinkedIn Campaign Manager
3.5 Advantages
• Immediate visibility and measurable ROI.
• High targeting precision (geographical, demographic, interest-based).
• Suitable for product launches and time-sensitive promotions.
3.6 SEO vs. SEM
Aspect SEO SEM
Nature Organic Paid
Results Time Long-term Instant
Cost Free (except optimization costs) Pay per click
Goal Sustainable traffic Quick visibility
Tools SEO plugins, analytics tools Google Ads, Bing Ads
4. Social Media Platforms and Content Strategy
4.1 Importance of Social Media in Marketing
Social media marketing involves using platforms like Facebook, Instagram, Twitter (X),
LinkedIn, YouTube, and TikTok to build brand awareness, engage audiences, and drive
traffic or sales.
4.2 Major Platforms and Uses
Platform Primary Use
Facebook Brand storytelling, ads, community engagement
Instagram Visual branding, influencer collaborations
LinkedIn B2B marketing, professional networking
YouTube Video marketing, tutorials, brand storytelling
X (Twitter) Real-time engagement, brand updates
TikTok Short, creative content for younger audiences
4.3 Content Strategy
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
A content strategy defines how brands create, publish, and manage content to achieve
marketing goals.
Steps to Develop Content Strategy
1. Audience Research: Identify demographics and preferences.
2. Content Planning: Determine themes (educational, entertaining, promotional).
3. Content Creation: Produce text, visuals, videos, and infographics.
4. Scheduling and Posting: Maintain consistency across platforms.
5. Engagement: Respond to comments and messages promptly.
6. Performance Analysis: Use analytics to refine future content.
4.4 Types of Social Media Content
• Blog posts, reels, stories, podcasts, contests, webinars, polls, live sessions.
4.5 Importance
• Builds brand loyalty through engagement.
• Strengthens online community and trust.
• Encourages user-generated content (UGC).
5. Influencer Marketing
5.1 Definition
Influencer marketing involves collaborating with individuals who have strong social
media followings to promote products or services authentically.
5.2 Types of Influencers
1. Mega Influencers: Over 1 million followers (celebrities).
2. Macro Influencers: 100K–1M followers (industry experts).
3. Micro Influencers: 10K–100K followers (niche audiences).
4. Nano Influencers: <10K followers (local community trust).
5.3 Process
1. Identify suitable influencers aligned with brand values.
2. Negotiate content type (review, testimonial, unboxing, story).
3. Set campaign goals and KPIs.
4. Measure engagement, conversions, and brand reach.
5.4 Benefits
• Builds credibility and trust faster.
• Targets niche and loyal communities.
A content strategy defines how brands create, publish, and manage content to achieve
marketing goals.
Steps to Develop Content Strategy
1. Audience Research: Identify demographics and preferences.
2. Content Planning: Determine themes (educational, entertaining, promotional).
3. Content Creation: Produce text, visuals, videos, and infographics.
4. Scheduling and Posting: Maintain consistency across platforms.
5. Engagement: Respond to comments and messages promptly.
6. Performance Analysis: Use analytics to refine future content.
4.4 Types of Social Media Content
• Blog posts, reels, stories, podcasts, contests, webinars, polls, live sessions.
4.5 Importance
• Builds brand loyalty through engagement.
• Strengthens online community and trust.
• Encourages user-generated content (UGC).
5. Influencer Marketing
5.1 Definition
Influencer marketing involves collaborating with individuals who have strong social
media followings to promote products or services authentically.
5.2 Types of Influencers
1. Mega Influencers: Over 1 million followers (celebrities).
2. Macro Influencers: 100K–1M followers (industry experts).
3. Micro Influencers: 10K–100K followers (niche audiences).
4. Nano Influencers: <10K followers (local community trust).
5.3 Process
1. Identify suitable influencers aligned with brand values.
2. Negotiate content type (review, testimonial, unboxing, story).
3. Set campaign goals and KPIs.
4. Measure engagement, conversions, and brand reach.
5.4 Benefits
• Builds credibility and trust faster.
• Targets niche and loyal communities.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Drives authentic engagement and conversions.
5.5 Challenges
• Fake followers and engagement fraud.
• Measuring true ROI.
• Maintaining transparency (disclosure of sponsorship).
6. Email and Mobile Marketing
6.1 Email Marketing
Email marketing is the use of emails to communicate with prospects and customers to
promote products, share updates, or nurture relationships.
Steps in Email Campaign
1. Build permission-based email lists.
2. Segment the audience.
3. Design attractive templates with personalized content.
4. Schedule and automate campaigns.
5. Track metrics (open rate, click-through rate, conversions).
Benefits
• High ROI with low cost.
• Personal and direct communication.
• Easy automation and analytics.
Tools
• Mailchimp, HubSpot, Constant Contact, Sendinblue.
6.2 Mobile Marketing
Mobile marketing reaches audiences via smartphones and tablets using SMS, push
notifications, in-app ads, and mobile-optimized websites.
Key Methods
• SMS Marketing: Short text alerts or offers.
• App-Based Marketing: Through notifications or gamified promotions.
• Mobile Wallet Offers: Coupons or loyalty programs integrated into apps.
Advantages
• Highly personalized and location-based.
• Drives authentic engagement and conversions.
5.5 Challenges
• Fake followers and engagement fraud.
• Measuring true ROI.
• Maintaining transparency (disclosure of sponsorship).
6. Email and Mobile Marketing
6.1 Email Marketing
Email marketing is the use of emails to communicate with prospects and customers to
promote products, share updates, or nurture relationships.
Steps in Email Campaign
1. Build permission-based email lists.
2. Segment the audience.
3. Design attractive templates with personalized content.
4. Schedule and automate campaigns.
5. Track metrics (open rate, click-through rate, conversions).
Benefits
• High ROI with low cost.
• Personal and direct communication.
• Easy automation and analytics.
Tools
• Mailchimp, HubSpot, Constant Contact, Sendinblue.
6.2 Mobile Marketing
Mobile marketing reaches audiences via smartphones and tablets using SMS, push
notifications, in-app ads, and mobile-optimized websites.
Key Methods
• SMS Marketing: Short text alerts or offers.
• App-Based Marketing: Through notifications or gamified promotions.
• Mobile Wallet Offers: Coupons or loyalty programs integrated into apps.
Advantages
• Highly personalized and location-based.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Instant reach with measurable responses.
• Ideal for time-sensitive promotions.
Challenges
• User privacy concerns.
• Limited message space.
• Need for mobile-optimized content.
7. Online Reputation Management (ORM)
7.1 Definition
ORM refers to monitoring, influencing, and managing the online perception of a brand
or individual. It involves tracking public sentiment and addressing negative feedback
promptly.
7.2 Components of ORM
1. Monitoring: Track mentions, reviews, and ratings on digital platforms.
2. Response Management: Address complaints or criticism quickly.
3. Content Promotion: Publish positive stories, testimonials, and success cases.
4. Crisis Management: Handle misinformation or negative publicity.
7.3 Tools for ORM
• Google Alerts
• Hootsuite
• Brand24
• Reputation.com
7.4 Best Practices
• Maintain transparency and honesty.
• Respond politely to criticism.
• Encourage satisfied customers to post reviews.
• Regularly update digital profiles and websites.
7.5 Importance
• Builds trust and credibility.
• Enhances brand loyalty and customer confidence.
• Prevents reputation damage during crises.
• Instant reach with measurable responses.
• Ideal for time-sensitive promotions.
Challenges
• User privacy concerns.
• Limited message space.
• Need for mobile-optimized content.
7. Online Reputation Management (ORM)
7.1 Definition
ORM refers to monitoring, influencing, and managing the online perception of a brand
or individual. It involves tracking public sentiment and addressing negative feedback
promptly.
7.2 Components of ORM
1. Monitoring: Track mentions, reviews, and ratings on digital platforms.
2. Response Management: Address complaints or criticism quickly.
3. Content Promotion: Publish positive stories, testimonials, and success cases.
4. Crisis Management: Handle misinformation or negative publicity.
7.3 Tools for ORM
• Google Alerts
• Hootsuite
• Brand24
• Reputation.com
7.4 Best Practices
• Maintain transparency and honesty.
• Respond politely to criticism.
• Encourage satisfied customers to post reviews.
• Regularly update digital profiles and websites.
7.5 Importance
• Builds trust and credibility.
• Enhances brand loyalty and customer confidence.
• Prevents reputation damage during crises.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
8. Measuring Digital Campaign Performance
Digital campaigns are only effective when performance is measured, analyzed, and optimized
continuously.
8.1 Key Performance Indicators (KPIs)
Metric Meaning Purpose
Impressions Number of times the ad/content is
shown
Measures visibility
Clicks Number of times users click on ads or
links
Measures engagement
CTR (Click-Through Rate) Clicks ÷ Impressions × 100 Evaluates ad effectiveness
Conversion Rate Actions taken ÷ Clicks × 100 Measures success of
campaign
Bounce Rate % of users leaving site without
interaction
Indicates engagement
quality
CPA (Cost Per
Acquisition)
Cost ÷ Conversions Measures efficiency of ad
spend
ROI (Return on
Investment)
(Revenue – Cost) ÷ Cost × 100 Determines profitability
Engagement Rate Likes, comments, shares ÷ Followers ×
100
Shows social interaction level
8.2 Tools for Performance Measurement
• Google Analytics: Tracks website traffic and user behavior.
• Facebook Insights & Instagram Analytics: Social media performance.
• Google Data Studio: Custom performance dashboards.
• HubSpot & Hootsuite: End-to-end campaign tracking.
8.3 Optimization Techniques
1. A/B Testing: Compare versions of ads or landing pages.
2. Conversion Rate Optimization (CRO): Improve website design and calls-to-action.
3. Retargeting Campaigns: Re-engage visitors who did not convert.
4. Attribution Modeling: Identify which touchpoint drives conversion.
8.4 Importance
• Helps in continuous improvement.
• Ensures data-driven decisions.
• Maximizes ROI and customer engagement.
9. Integration of Digital and Social Media Marketing
8. Measuring Digital Campaign Performance
Digital campaigns are only effective when performance is measured, analyzed, and optimized
continuously.
8.1 Key Performance Indicators (KPIs)
Metric Meaning Purpose
Impressions Number of times the ad/content is
shown
Measures visibility
Clicks Number of times users click on ads or
links
Measures engagement
CTR (Click-Through Rate) Clicks ÷ Impressions × 100 Evaluates ad effectiveness
Conversion Rate Actions taken ÷ Clicks × 100 Measures success of
campaign
Bounce Rate % of users leaving site without
interaction
Indicates engagement
quality
CPA (Cost Per
Acquisition)
Cost ÷ Conversions Measures efficiency of ad
spend
ROI (Return on
Investment)
(Revenue – Cost) ÷ Cost × 100 Determines profitability
Engagement Rate Likes, comments, shares ÷ Followers ×
100
Shows social interaction level
8.2 Tools for Performance Measurement
• Google Analytics: Tracks website traffic and user behavior.
• Facebook Insights & Instagram Analytics: Social media performance.
• Google Data Studio: Custom performance dashboards.
• HubSpot & Hootsuite: End-to-end campaign tracking.
8.3 Optimization Techniques
1. A/B Testing: Compare versions of ads or landing pages.
2. Conversion Rate Optimization (CRO): Improve website design and calls-to-action.
3. Retargeting Campaigns: Re-engage visitors who did not convert.
4. Attribution Modeling: Identify which touchpoint drives conversion.
8.4 Importance
• Helps in continuous improvement.
• Ensures data-driven decisions.
• Maximizes ROI and customer engagement.
9. Integration of Digital and Social Media Marketing
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
Modern marketing demands a unified approach where all channels—SEO, SEM, social
media, email, and mobile—work together.
9.1 Integrated Strategy
1. Cross-Channel Consistency: Use similar tone and visuals across platforms.
2. Omni-Channel Experience: Seamless movement between digital touchpoints.
3. Customer Journey Mapping: Identify how customers interact across stages.
4. Content Synchronization: Repurpose content for multiple platforms.
9.2 Example
• A user sees a Facebook ad → visits the website via Google → receives an email offer
→ purchases via app → shares feedback on Instagram.
All stages are connected through integrated digital marketing.
10. Emerging Trends in Digital and Social Media
Marketing
1. Artificial Intelligence (AI): Chatbots, predictive content, and automation.
2. Voice Search Optimization: Growth of Alexa and Google Assistant.
3. Video and Live Streaming: Short-form video dominance (YouTube Shorts, Reels).
4. Social Commerce: Direct shopping via social media platforms.
5. Augmented Reality (AR): Virtual try-ons and product visualization.
6. User-Generated Content (UGC): Authentic brand storytelling.
7. Privacy-First Marketing: Compliance with GDPR and data protection norms.
8. Influencer-Community Marketing: Long-term partnerships instead of one-time
campaigns.
UNIT IV – BRANDING, INNOVATION AND CUSTOMER EXPERIENCE – 10
HOURS
• Brand Building and Positioning in the Modern Market – Experiential Marketing –
Customer Relationship Management (CRM) – Innovation and Co-creation –
Personalization and Omni-channel Marketing – Use of AI Chatbots and Automation
in Customer Engagement.
Here’s a comprehensive and structured study material (around 2000 words) for:
UNIT IV – BRANDING, INNOVATION AND
CUSTOMER EXPERIENCE (10 Hours)
Modern marketing demands a unified approach where all channels—SEO, SEM, social
media, email, and mobile—work together.
9.1 Integrated Strategy
1. Cross-Channel Consistency: Use similar tone and visuals across platforms.
2. Omni-Channel Experience: Seamless movement between digital touchpoints.
3. Customer Journey Mapping: Identify how customers interact across stages.
4. Content Synchronization: Repurpose content for multiple platforms.
9.2 Example
• A user sees a Facebook ad → visits the website via Google → receives an email offer
→ purchases via app → shares feedback on Instagram.
All stages are connected through integrated digital marketing.
10. Emerging Trends in Digital and Social Media
Marketing
1. Artificial Intelligence (AI): Chatbots, predictive content, and automation.
2. Voice Search Optimization: Growth of Alexa and Google Assistant.
3. Video and Live Streaming: Short-form video dominance (YouTube Shorts, Reels).
4. Social Commerce: Direct shopping via social media platforms.
5. Augmented Reality (AR): Virtual try-ons and product visualization.
6. User-Generated Content (UGC): Authentic brand storytelling.
7. Privacy-First Marketing: Compliance with GDPR and data protection norms.
8. Influencer-Community Marketing: Long-term partnerships instead of one-time
campaigns.
UNIT IV – BRANDING, INNOVATION AND CUSTOMER EXPERIENCE – 10
HOURS
• Brand Building and Positioning in the Modern Market – Experiential Marketing –
Customer Relationship Management (CRM) – Innovation and Co-creation –
Personalization and Omni-channel Marketing – Use of AI Chatbots and Automation
in Customer Engagement.
Here’s a comprehensive and structured study material (around 2000 words) for:
UNIT IV – BRANDING, INNOVATION AND
CUSTOMER EXPERIENCE (10 Hours)
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
1. Introduction
In today’s dynamic business environment, brands are not just symbols or names—they are
experiences, emotions, and promises that influence customer perceptions. Modern marketing
emphasizes the creation of strong brands, innovation-driven products and services, and
exceptional customer experiences. With the rise of digital tools, Artificial Intelligence (AI),
and omni-channel strategies, organizations now focus on maintaining seamless customer
relationships while fostering loyalty and engagement.
2. Brand Building and Positioning in the Modern Market
a. Definition of Brand Building
Brand building refers to creating awareness, establishing identity, and shaping perceptions
about a company’s products or services. It involves consistent communication, visual
identity, storytelling, and value delivery.
b. Importance of Branding
• Differentiation: Helps stand out in a competitive marketplace.
• Customer Loyalty: Builds emotional connections with customers.
• Trust and Credibility: A strong brand ensures reliability and consistency.
• Price Premium: Strong brands can charge higher prices due to perceived value.
• Brand Equity: Accumulated value from awareness, loyalty, and perceived quality.
c. Stages of Brand Building
1. Brand Discovery: Understanding target audience and market needs.
2. Brand Strategy: Defining vision, mission, and unique value proposition.
3. Brand Identity: Designing logos, slogans, and color schemes.
4. Brand Communication: Promoting brand through integrated marketing channels.
5. Brand Experience: Ensuring consistency across all customer touchpoints.
6. Brand Evaluation: Measuring awareness, loyalty, and customer perceptions.
d. Brand Positioning
Brand positioning is the process of placing the brand in the minds of consumers relative to
competitors. It answers the question: “Why should customers choose us?”
Steps in Brand Positioning:
1. Identify the target market.
2. Analyze competitors’ positioning.
3. Define the brand’s unique value (differentiation).
4. Develop a positioning statement.
5. Communicate the position through marketing mix and messages.
Example:
1. Introduction
In today’s dynamic business environment, brands are not just symbols or names—they are
experiences, emotions, and promises that influence customer perceptions. Modern marketing
emphasizes the creation of strong brands, innovation-driven products and services, and
exceptional customer experiences. With the rise of digital tools, Artificial Intelligence (AI),
and omni-channel strategies, organizations now focus on maintaining seamless customer
relationships while fostering loyalty and engagement.
2. Brand Building and Positioning in the Modern Market
a. Definition of Brand Building
Brand building refers to creating awareness, establishing identity, and shaping perceptions
about a company’s products or services. It involves consistent communication, visual
identity, storytelling, and value delivery.
b. Importance of Branding
• Differentiation: Helps stand out in a competitive marketplace.
• Customer Loyalty: Builds emotional connections with customers.
• Trust and Credibility: A strong brand ensures reliability and consistency.
• Price Premium: Strong brands can charge higher prices due to perceived value.
• Brand Equity: Accumulated value from awareness, loyalty, and perceived quality.
c. Stages of Brand Building
1. Brand Discovery: Understanding target audience and market needs.
2. Brand Strategy: Defining vision, mission, and unique value proposition.
3. Brand Identity: Designing logos, slogans, and color schemes.
4. Brand Communication: Promoting brand through integrated marketing channels.
5. Brand Experience: Ensuring consistency across all customer touchpoints.
6. Brand Evaluation: Measuring awareness, loyalty, and customer perceptions.
d. Brand Positioning
Brand positioning is the process of placing the brand in the minds of consumers relative to
competitors. It answers the question: “Why should customers choose us?”
Steps in Brand Positioning:
1. Identify the target market.
2. Analyze competitors’ positioning.
3. Define the brand’s unique value (differentiation).
4. Develop a positioning statement.
5. Communicate the position through marketing mix and messages.
Example:
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Apple: Positioned as a premium, innovative, and design-focused brand.
• Nike: Positioned around empowerment, performance, and inspiration.
3. Experiential Marketing
a. Meaning
Experiential marketing focuses on creating immersive and memorable customer experiences
rather than just promoting products. It appeals to customers’ emotions, senses, and
interactions.
b. Features
• Engagement through real-life or virtual experiences.
• Emotional connection rather than rational persuasion.
• Encourages participation and brand co-creation.
c. Types of Experiential Marketing
1. Event Marketing: Organizing branded events or sponsoring popular activities.
2. Pop-up Stores: Temporary brand spaces to attract attention and generate buzz.
3. Virtual Experiences: Using AR/VR for digital immersion.
4. Product Demonstrations: Allowing consumers to test and interact with products.
d. Benefits
• Enhances brand recall.
• Builds stronger emotional bonds.
• Increases word-of-mouth marketing.
• Generates social media content and engagement.
Example: Coca-Cola’s “Share a Coke” campaign personalized bottles, encouraging
customers to engage emotionally with the brand.
4. Customer Relationship Management (CRM)
a. Definition
CRM is a business strategy and technology used to manage and analyze customer interactions
and data throughout the customer lifecycle. It aims to improve customer service, retention,
and sales growth.
b. Objectives
• Build long-term customer relationships.
• Understand customer needs and preferences.
• Apple: Positioned as a premium, innovative, and design-focused brand.
• Nike: Positioned around empowerment, performance, and inspiration.
3. Experiential Marketing
a. Meaning
Experiential marketing focuses on creating immersive and memorable customer experiences
rather than just promoting products. It appeals to customers’ emotions, senses, and
interactions.
b. Features
• Engagement through real-life or virtual experiences.
• Emotional connection rather than rational persuasion.
• Encourages participation and brand co-creation.
c. Types of Experiential Marketing
1. Event Marketing: Organizing branded events or sponsoring popular activities.
2. Pop-up Stores: Temporary brand spaces to attract attention and generate buzz.
3. Virtual Experiences: Using AR/VR for digital immersion.
4. Product Demonstrations: Allowing consumers to test and interact with products.
d. Benefits
• Enhances brand recall.
• Builds stronger emotional bonds.
• Increases word-of-mouth marketing.
• Generates social media content and engagement.
Example: Coca-Cola’s “Share a Coke” campaign personalized bottles, encouraging
customers to engage emotionally with the brand.
4. Customer Relationship Management (CRM)
a. Definition
CRM is a business strategy and technology used to manage and analyze customer interactions
and data throughout the customer lifecycle. It aims to improve customer service, retention,
and sales growth.
b. Objectives
• Build long-term customer relationships.
• Understand customer needs and preferences.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Improve customer satisfaction and loyalty.
• Increase profitability through retention and upselling.
c. Components of CRM
1. Operational CRM: Automates sales, marketing, and service processes.
2. Analytical CRM: Analyzes customer data to predict behavior and trends.
3. Collaborative CRM: Facilitates communication across departments to serve
customers better.
d. Benefits
• Centralized customer data and history.
• Targeted marketing campaigns.
• Improved after-sales service.
• Enhanced decision-making through analytics.
Example: Amazon uses CRM and recommendation systems to suggest products based on
previous purchases, improving personalization.
5. Innovation and Co-Creation
a. Innovation in Marketing
Innovation involves creating or improving products, processes, or customer experiences that
deliver new value. It is crucial for maintaining competitiveness and relevance in the market.
Types of Innovation:
1. Product Innovation: New features or improved performance.
2. Process Innovation: Efficient ways of production or service delivery.
3. Marketing Innovation: New advertising, pricing, or distribution methods.
4. Business Model Innovation: New value creation mechanisms (e.g., subscription
models).
b. Co-Creation
Co-creation refers to involving customers directly in product development or marketing
activities. It enhances customer ownership and satisfaction.
Methods of Co-Creation:
• Customer feedback forums.
• Online communities and surveys.
• Collaborative product design.
• Crowdsourcing ideas.
Example:
• Improve customer satisfaction and loyalty.
• Increase profitability through retention and upselling.
c. Components of CRM
1. Operational CRM: Automates sales, marketing, and service processes.
2. Analytical CRM: Analyzes customer data to predict behavior and trends.
3. Collaborative CRM: Facilitates communication across departments to serve
customers better.
d. Benefits
• Centralized customer data and history.
• Targeted marketing campaigns.
• Improved after-sales service.
• Enhanced decision-making through analytics.
Example: Amazon uses CRM and recommendation systems to suggest products based on
previous purchases, improving personalization.
5. Innovation and Co-Creation
a. Innovation in Marketing
Innovation involves creating or improving products, processes, or customer experiences that
deliver new value. It is crucial for maintaining competitiveness and relevance in the market.
Types of Innovation:
1. Product Innovation: New features or improved performance.
2. Process Innovation: Efficient ways of production or service delivery.
3. Marketing Innovation: New advertising, pricing, or distribution methods.
4. Business Model Innovation: New value creation mechanisms (e.g., subscription
models).
b. Co-Creation
Co-creation refers to involving customers directly in product development or marketing
activities. It enhances customer ownership and satisfaction.
Methods of Co-Creation:
• Customer feedback forums.
• Online communities and surveys.
• Collaborative product design.
• Crowdsourcing ideas.
Example:
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• LEGO Ideas Platform allows users to submit and vote on new product designs.
• Starbucks My Idea collects customer suggestions to improve service.
Benefits:
• Strengthens brand-customer relationships.
• Reduces market failure risks.
• Encourages innovation through real insights.
6. Personalization and Omni-Channel Marketing
a. Personalization
Personalization tailors marketing messages, products, or experiences to individual customers
using their data and preferences.
Forms of Personalization:
• Personalized recommendations (Netflix, Amazon).
• Customized email content.
• Targeted social media ads.
• Adaptive website content.
Benefits:
• Improves customer engagement and conversion rates.
• Builds trust and loyalty.
• Increases marketing ROI.
b. Omni-Channel Marketing
Omni-channel marketing provides a seamless and consistent customer experience across all
online and offline channels. It integrates physical stores, websites, social media, apps, and
customer support systems.
Features:
• Unified customer data and communication.
• Consistent brand message across channels.
• Real-time synchronization of marketing efforts.
Example:
• Nike: Integrates app, store, and online platforms to create connected experiences.
• Sephora: Offers consistent shopping and loyalty programs across digital and physical
platforms.
Benefits:
• LEGO Ideas Platform allows users to submit and vote on new product designs.
• Starbucks My Idea collects customer suggestions to improve service.
Benefits:
• Strengthens brand-customer relationships.
• Reduces market failure risks.
• Encourages innovation through real insights.
6. Personalization and Omni-Channel Marketing
a. Personalization
Personalization tailors marketing messages, products, or experiences to individual customers
using their data and preferences.
Forms of Personalization:
• Personalized recommendations (Netflix, Amazon).
• Customized email content.
• Targeted social media ads.
• Adaptive website content.
Benefits:
• Improves customer engagement and conversion rates.
• Builds trust and loyalty.
• Increases marketing ROI.
b. Omni-Channel Marketing
Omni-channel marketing provides a seamless and consistent customer experience across all
online and offline channels. It integrates physical stores, websites, social media, apps, and
customer support systems.
Features:
• Unified customer data and communication.
• Consistent brand message across channels.
• Real-time synchronization of marketing efforts.
Example:
• Nike: Integrates app, store, and online platforms to create connected experiences.
• Sephora: Offers consistent shopping and loyalty programs across digital and physical
platforms.
Benefits:
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Enhances convenience and accessibility.
• Encourages cross-channel purchasing.
• Strengthens brand consistency and loyalty.
7. Use of AI Chatbots and Automation in Customer Engagement
a. AI in Modern Marketing
Artificial Intelligence (AI) enables brands to automate, personalize, and optimize customer
interactions at scale.
Applications of AI:
• Data-driven marketing insights.
• Predictive customer behavior modeling.
• Real-time decision-making and personalization.
b. Chatbots
AI chatbots simulate human conversations using natural language processing. They assist
customers 24/7 across websites, apps, and social media.
Functions of Chatbots:
• Answer FAQs and provide instant support.
• Recommend products or services.
• Guide users through purchase processes.
• Collect feedback and satisfaction data.
Benefits:
• Reduces response time and service costs.
• Improves accessibility and convenience.
• Enhances user experience through personalization.
Example:
• H&M Chatbot: Suggests outfits and assists in shopping.
• Domino’s Pizza Bot: Enables order placement through chat or voice.
c. Marketing Automation
Marketing automation uses AI and software to execute repetitive marketing tasks such as
email campaigns, lead nurturing, and ad management.
Benefits:
• Saves time and resources.
• Enhances convenience and accessibility.
• Encourages cross-channel purchasing.
• Strengthens brand consistency and loyalty.
7. Use of AI Chatbots and Automation in Customer Engagement
a. AI in Modern Marketing
Artificial Intelligence (AI) enables brands to automate, personalize, and optimize customer
interactions at scale.
Applications of AI:
• Data-driven marketing insights.
• Predictive customer behavior modeling.
• Real-time decision-making and personalization.
b. Chatbots
AI chatbots simulate human conversations using natural language processing. They assist
customers 24/7 across websites, apps, and social media.
Functions of Chatbots:
• Answer FAQs and provide instant support.
• Recommend products or services.
• Guide users through purchase processes.
• Collect feedback and satisfaction data.
Benefits:
• Reduces response time and service costs.
• Improves accessibility and convenience.
• Enhances user experience through personalization.
Example:
• H&M Chatbot: Suggests outfits and assists in shopping.
• Domino’s Pizza Bot: Enables order placement through chat or voice.
c. Marketing Automation
Marketing automation uses AI and software to execute repetitive marketing tasks such as
email campaigns, lead nurturing, and ad management.
Benefits:
• Saves time and resources.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Improves campaign consistency and timing.
• Enables better tracking of customer journeys.
Example:
HubSpot and Salesforce use automation to manage leads, send personalized emails, and track
engagement metrics.
8. Integration of Branding, Innovation, and Customer Experience
Modern marketing integrates branding, innovation, and customer experience as
interdependent elements:
• Branding creates emotional and symbolic value.
• Innovation ensures continuous relevance and differentiation.
• Customer Experience delivers satisfaction and advocacy.
A successful company blends these three to build strong relationships and long-term value.
Example:
• Apple: Seamless innovation, premium brand positioning, and memorable customer
experiences create loyalty.
• Tesla: Combines innovation (electric mobility), branding (sustainability), and
experience (direct-to-customer engagement).
9. Challenges in Modern Branding and Customer Experience
• Data privacy and ethical use of customer data.
• Managing consistency across multiple digital platforms.
• Adapting to fast-changing technologies.
• Meeting customer expectations for instant responses.
• Maintaining authenticity in automation-driven interactions.
UNIT V – ETHICAL, GREEN AND SUSTAINABLE MARKETING – 10 HOURS
Corporate Social Responsibility in Marketing – Ethical Issues in Digital Marketing – Green
Marketing Practices – Sustainable Consumerism – Cause-related Marketing – Government
Regulations and Self-regulatory Codes – Future of Modern Marketing.
• Improves campaign consistency and timing.
• Enables better tracking of customer journeys.
Example:
HubSpot and Salesforce use automation to manage leads, send personalized emails, and track
engagement metrics.
8. Integration of Branding, Innovation, and Customer Experience
Modern marketing integrates branding, innovation, and customer experience as
interdependent elements:
• Branding creates emotional and symbolic value.
• Innovation ensures continuous relevance and differentiation.
• Customer Experience delivers satisfaction and advocacy.
A successful company blends these three to build strong relationships and long-term value.
Example:
• Apple: Seamless innovation, premium brand positioning, and memorable customer
experiences create loyalty.
• Tesla: Combines innovation (electric mobility), branding (sustainability), and
experience (direct-to-customer engagement).
9. Challenges in Modern Branding and Customer Experience
• Data privacy and ethical use of customer data.
• Managing consistency across multiple digital platforms.
• Adapting to fast-changing technologies.
• Meeting customer expectations for instant responses.
• Maintaining authenticity in automation-driven interactions.
UNIT V – ETHICAL, GREEN AND SUSTAINABLE MARKETING – 10 HOURS
Corporate Social Responsibility in Marketing – Ethical Issues in Digital Marketing – Green
Marketing Practices – Sustainable Consumerism – Cause-related Marketing – Government
Regulations and Self-regulatory Codes – Future of Modern Marketing.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
UNIT V – ETHICAL, GREEN AND SUSTAINABLE
MARKETING (10 Hours)
1. Introduction
Marketing in the 21st century is not only about selling products—it is about doing so
ethically, responsibly, and sustainably. As consumers become more conscious of
environmental and social issues, organizations are expected to integrate ethics,
sustainability, and corporate responsibility into their marketing strategies. This unit
focuses on how businesses can achieve profitability while upholding ethical standards,
protecting the environment, and contributing to society’s well-being.
2. Corporate Social Responsibility (CSR) in Marketing
a. Definition
Corporate Social Responsibility refers to a company’s commitment to act ethically and
contribute to economic development while improving the quality of life of its employees,
customers, community, and environment.
b. Role of CSR in Marketing
CSR in marketing means promoting products and services in ways that are socially
responsible and beneficial to all stakeholders. It involves balancing profit-making with
actions that support environmental protection, education, healthcare, and community
development.
c. Key Dimensions of CSR
1. Economic Responsibility: Generating profits legally and efficiently.
2. Legal Responsibility: Complying with laws and regulations.
3. Ethical Responsibility: Doing what is right, just, and fair.
4. Philanthropic Responsibility: Voluntary contributions for social causes.
d. Benefits of CSR in Marketing
• Builds trust and positive brand image.
• Strengthens customer loyalty and advocacy.
• Differentiates brand from competitors.
• Attracts socially conscious consumers and investors.
• Enhances long-term sustainability.
Example:
UNIT V – ETHICAL, GREEN AND SUSTAINABLE
MARKETING (10 Hours)
1. Introduction
Marketing in the 21st century is not only about selling products—it is about doing so
ethically, responsibly, and sustainably. As consumers become more conscious of
environmental and social issues, organizations are expected to integrate ethics,
sustainability, and corporate responsibility into their marketing strategies. This unit
focuses on how businesses can achieve profitability while upholding ethical standards,
protecting the environment, and contributing to society’s well-being.
2. Corporate Social Responsibility (CSR) in Marketing
a. Definition
Corporate Social Responsibility refers to a company’s commitment to act ethically and
contribute to economic development while improving the quality of life of its employees,
customers, community, and environment.
b. Role of CSR in Marketing
CSR in marketing means promoting products and services in ways that are socially
responsible and beneficial to all stakeholders. It involves balancing profit-making with
actions that support environmental protection, education, healthcare, and community
development.
c. Key Dimensions of CSR
1. Economic Responsibility: Generating profits legally and efficiently.
2. Legal Responsibility: Complying with laws and regulations.
3. Ethical Responsibility: Doing what is right, just, and fair.
4. Philanthropic Responsibility: Voluntary contributions for social causes.
d. Benefits of CSR in Marketing
• Builds trust and positive brand image.
• Strengthens customer loyalty and advocacy.
• Differentiates brand from competitors.
• Attracts socially conscious consumers and investors.
• Enhances long-term sustainability.
Example:
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Tata Group: Focuses on education, health, and rural development through CSR
initiatives.
• Unilever: Its “Sustainable Living Plan” integrates social responsibility with
marketing and production.
3. Ethical Issues in Digital Marketing
With the rise of digital platforms, marketing has become data-driven and personalized.
However, this shift introduces ethical challenges that must be addressed responsibly.
a. Key Ethical Concerns
1. Privacy Violation: Collecting personal data without consent.
2. Data Security: Misuse or leakage of customer information.
3. Deceptive Advertising: Misleading claims or fake testimonials.
4. Manipulative Algorithms: Targeting vulnerable consumers.
5. Influencer Transparency: Hidden sponsorships or fake reviews.
6. Addictive Marketing: Exploiting behavioral psychology to maximize screen time.
b. Ethical Principles in Digital Marketing
• Transparency: Clearly disclose how data is used.
• Consent: Obtain explicit permission before data collection.
• Fairness: Avoid discrimination and manipulation in ad targeting.
• Honesty: Present factual, verified information.
• Accountability: Take responsibility for marketing outcomes.
c. Examples
• Facebook–Cambridge Analytica Scandal: Highlighted misuse of personal data.
• Google Ad Policies: Enforce content and data protection standards for ethical
advertising.
Ethical digital marketing fosters consumer trust, which is vital for brand credibility and long-
term success.
4. Green Marketing Practices
a. Definition
Green marketing refers to promoting products, services, and practices that are
environmentally friendly. It focuses on minimizing ecological damage and encouraging
sustainable consumption.
b. Features
• Tata Group: Focuses on education, health, and rural development through CSR
initiatives.
• Unilever: Its “Sustainable Living Plan” integrates social responsibility with
marketing and production.
3. Ethical Issues in Digital Marketing
With the rise of digital platforms, marketing has become data-driven and personalized.
However, this shift introduces ethical challenges that must be addressed responsibly.
a. Key Ethical Concerns
1. Privacy Violation: Collecting personal data without consent.
2. Data Security: Misuse or leakage of customer information.
3. Deceptive Advertising: Misleading claims or fake testimonials.
4. Manipulative Algorithms: Targeting vulnerable consumers.
5. Influencer Transparency: Hidden sponsorships or fake reviews.
6. Addictive Marketing: Exploiting behavioral psychology to maximize screen time.
b. Ethical Principles in Digital Marketing
• Transparency: Clearly disclose how data is used.
• Consent: Obtain explicit permission before data collection.
• Fairness: Avoid discrimination and manipulation in ad targeting.
• Honesty: Present factual, verified information.
• Accountability: Take responsibility for marketing outcomes.
c. Examples
• Facebook–Cambridge Analytica Scandal: Highlighted misuse of personal data.
• Google Ad Policies: Enforce content and data protection standards for ethical
advertising.
Ethical digital marketing fosters consumer trust, which is vital for brand credibility and long-
term success.
4. Green Marketing Practices
a. Definition
Green marketing refers to promoting products, services, and practices that are
environmentally friendly. It focuses on minimizing ecological damage and encouraging
sustainable consumption.
b. Features
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• Eco-friendly product design and packaging.
• Use of renewable energy and resources.
• Reduced waste and carbon footprint.
• Promoting environmental awareness through campaigns.
c. Strategies in Green Marketing
1. Product Modification: Using biodegradable or recyclable materials.
2. Sustainable Packaging: Eliminating plastics and using eco-friendly designs.
3. Eco-Labeling: Highlighting environmental benefits on packaging.
4. Green Distribution: Reducing emissions through optimized logistics.
5. Recycling Programs: Encouraging customers to return or recycle products.
d. Benefits
• Attracts environmentally conscious customers.
• Improves brand image and reputation.
• Reduces regulatory risks and costs.
• Encourages innovation and efficiency.
Examples:
• Patagonia: Promotes repair and reuse of its products to reduce waste.
• The Body Shop: Uses cruelty-free and ethically sourced ingredients.
• Tesla: Promotes electric vehicles as eco-friendly alternatives to fossil fuels.
5. Sustainable Consumerism
a. Meaning
Sustainable consumerism refers to consumer behavior that prioritizes environmental
protection, ethical sourcing, and long-term well-being over instant gratification or excessive
consumption.
b. Characteristics of Sustainable Consumers
• Prefers durable, reusable, or recyclable products.
• Avoids brands involved in unethical practices.
• Values quality, transparency, and ethical production.
• Supports local and fair-trade goods.
c. Factors Influencing Sustainable Consumerism
1. Awareness: Understanding environmental and social impacts.
2. Education: Access to sustainability information.
3. Cultural Values: Ethical and community-oriented beliefs.
4. Government Policies: Incentives for sustainable choices.
• Eco-friendly product design and packaging.
• Use of renewable energy and resources.
• Reduced waste and carbon footprint.
• Promoting environmental awareness through campaigns.
c. Strategies in Green Marketing
1. Product Modification: Using biodegradable or recyclable materials.
2. Sustainable Packaging: Eliminating plastics and using eco-friendly designs.
3. Eco-Labeling: Highlighting environmental benefits on packaging.
4. Green Distribution: Reducing emissions through optimized logistics.
5. Recycling Programs: Encouraging customers to return or recycle products.
d. Benefits
• Attracts environmentally conscious customers.
• Improves brand image and reputation.
• Reduces regulatory risks and costs.
• Encourages innovation and efficiency.
Examples:
• Patagonia: Promotes repair and reuse of its products to reduce waste.
• The Body Shop: Uses cruelty-free and ethically sourced ingredients.
• Tesla: Promotes electric vehicles as eco-friendly alternatives to fossil fuels.
5. Sustainable Consumerism
a. Meaning
Sustainable consumerism refers to consumer behavior that prioritizes environmental
protection, ethical sourcing, and long-term well-being over instant gratification or excessive
consumption.
b. Characteristics of Sustainable Consumers
• Prefers durable, reusable, or recyclable products.
• Avoids brands involved in unethical practices.
• Values quality, transparency, and ethical production.
• Supports local and fair-trade goods.
c. Factors Influencing Sustainable Consumerism
1. Awareness: Understanding environmental and social impacts.
2. Education: Access to sustainability information.
3. Cultural Values: Ethical and community-oriented beliefs.
4. Government Policies: Incentives for sustainable choices.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
d. Business Implications
• Companies must adapt to meet consumer expectations for ethical and eco-friendly
offerings.
• Transparency in supply chain and production processes builds trust.
Example:
Consumers increasingly prefer brands like IKEA, Adidas, and Starbucks, which commit to
sustainability through eco-friendly designs, reusable packaging, and ethical sourcing.
6. Cause-related Marketing
a. Definition
Cause-related marketing (CRM) is a strategy where a company partners with a non-profit
organization or supports a social cause to promote mutual benefit and shared visibility.
b. Objectives
• Build brand goodwill.
• Strengthen emotional connections with customers.
• Enhance public awareness about social issues.
• Differentiate the brand through social contribution.
c. Characteristics
• Involves collaboration between for-profit and non-profit entities.
• A portion of sales or profits supports the cause.
• Focuses on authenticity and measurable impact.
d. Benefits
• Increases customer loyalty and engagement.
• Improves brand reputation and trust.
• Encourages repeat purchases through purpose-driven marketing.
e. Examples
• P&G’s “Always – Like a Girl” Campaign: Advocated for female empowerment.
• Coca-Cola’s “World Without Waste” Initiative: Promotes recycling awareness.
• TOMS Shoes: “One for One” model donates a pair of shoes for every purchase.
Cause-related marketing transforms corporate promotion into a socially impactful movement,
making brands part of positive change.
7. Government Regulations and Self-Regulatory Codes
d. Business Implications
• Companies must adapt to meet consumer expectations for ethical and eco-friendly
offerings.
• Transparency in supply chain and production processes builds trust.
Example:
Consumers increasingly prefer brands like IKEA, Adidas, and Starbucks, which commit to
sustainability through eco-friendly designs, reusable packaging, and ethical sourcing.
6. Cause-related Marketing
a. Definition
Cause-related marketing (CRM) is a strategy where a company partners with a non-profit
organization or supports a social cause to promote mutual benefit and shared visibility.
b. Objectives
• Build brand goodwill.
• Strengthen emotional connections with customers.
• Enhance public awareness about social issues.
• Differentiate the brand through social contribution.
c. Characteristics
• Involves collaboration between for-profit and non-profit entities.
• A portion of sales or profits supports the cause.
• Focuses on authenticity and measurable impact.
d. Benefits
• Increases customer loyalty and engagement.
• Improves brand reputation and trust.
• Encourages repeat purchases through purpose-driven marketing.
e. Examples
• P&G’s “Always – Like a Girl” Campaign: Advocated for female empowerment.
• Coca-Cola’s “World Without Waste” Initiative: Promotes recycling awareness.
• TOMS Shoes: “One for One” model donates a pair of shoes for every purchase.
Cause-related marketing transforms corporate promotion into a socially impactful movement,
making brands part of positive change.
7. Government Regulations and Self-Regulatory Codes
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
Ethical and sustainable marketing is supported by government regulations and self-regulatory
frameworks to protect consumers and ensure fair competition.
a. Government Regulations
1. Consumer Protection Act (2019): Prevents false or misleading advertising.
2. Advertising Standards Council of India (ASCI): Ensures truthful and responsible
advertising.
3. Environmental Protection Laws: Mandate waste management and pollution control.
4. Competition Act (2002): Prohibits unfair trade practices and monopolies.
5. Data Protection and Privacy Laws: Regulate digital marketing and personal data
usage.
b. Self-Regulatory Mechanisms
• Code of Ethics by Industry Bodies: Encourage responsible advertising.
• Voluntary Certifications: (e.g., ISO 14001, Fair Trade, Eco Labeling).
• Corporate Governance Policies: Internal ethics committees and compliance audits.
c. Importance of Regulation
• Builds consumer confidence.
• Prevents unethical and deceptive practices.
• Ensures fair market competition.
• Encourages sustainable business growth.
8. Future of Modern Marketing
The future of marketing will be defined by ethics, sustainability, transparency, and
technology. As businesses evolve, marketing will increasingly align with global
sustainability goals.
a. Emerging Trends
1. Ethical AI and Automation: AI-driven personalization with ethical data use.
2. Circular Economy Models: Reuse and recycling as core business practices.
3. Carbon-Neutral Branding: Measuring and offsetting emissions.
4. Purpose-Driven Marketing: Aligning business goals with social impact.
5. Sustainability Reporting: Public disclosure of environmental and social metrics.
b. Role of Consumers
• Consumers will hold brands accountable through social media and activism.
• Preference will shift to transparent, eco-conscious, and value-driven companies.
c. Role of Technology
• Digital tools like blockchain will ensure transparency in sourcing and production.
Ethical and sustainable marketing is supported by government regulations and self-regulatory
frameworks to protect consumers and ensure fair competition.
a. Government Regulations
1. Consumer Protection Act (2019): Prevents false or misleading advertising.
2. Advertising Standards Council of India (ASCI): Ensures truthful and responsible
advertising.
3. Environmental Protection Laws: Mandate waste management and pollution control.
4. Competition Act (2002): Prohibits unfair trade practices and monopolies.
5. Data Protection and Privacy Laws: Regulate digital marketing and personal data
usage.
b. Self-Regulatory Mechanisms
• Code of Ethics by Industry Bodies: Encourage responsible advertising.
• Voluntary Certifications: (e.g., ISO 14001, Fair Trade, Eco Labeling).
• Corporate Governance Policies: Internal ethics committees and compliance audits.
c. Importance of Regulation
• Builds consumer confidence.
• Prevents unethical and deceptive practices.
• Ensures fair market competition.
• Encourages sustainable business growth.
8. Future of Modern Marketing
The future of marketing will be defined by ethics, sustainability, transparency, and
technology. As businesses evolve, marketing will increasingly align with global
sustainability goals.
a. Emerging Trends
1. Ethical AI and Automation: AI-driven personalization with ethical data use.
2. Circular Economy Models: Reuse and recycling as core business practices.
3. Carbon-Neutral Branding: Measuring and offsetting emissions.
4. Purpose-Driven Marketing: Aligning business goals with social impact.
5. Sustainability Reporting: Public disclosure of environmental and social metrics.
b. Role of Consumers
• Consumers will hold brands accountable through social media and activism.
• Preference will shift to transparent, eco-conscious, and value-driven companies.
c. Role of Technology
• Digital tools like blockchain will ensure transparency in sourcing and production.
Prepared by Dr D Santhanakrishnan, Associate Professor & Head, B.Com PA & RM (ACCA), SRCAS
• AI will help analyze consumer behavior for sustainable decision-making.
d. Vision for the Future
The future of marketing lies in creating shared value—benefiting business, society, and the
planet simultaneously. Ethical and sustainable marketing will be the new competitive
advantage.
9. Challenges in Ethical and Green Marketing
• High cost of sustainable materials and technology.
• Difficulty in changing consumer habits.
• Greenwashing—false claims of sustainability.
• Lack of awareness in emerging markets.
• Measuring long-term social and environmental impact.
Companies must overcome these barriers through genuine commitment, transparency, and
innovation.
Text Books
1. Philip Kotler, Kevin Lane Keller & Alexander Chernev – Marketing Management –
Pearson Education – 16th Edition, 2024. (Unit I, II & IV)
2. Deepa Kumar & S. Balasubramanian – Modern Marketing: Concepts and
Applications – Himalaya Publishing House – 3rd Edition, 2025. (Unit III & V)
Reference Books
1. Rajan Saxena – Marketing Management: A Strategic Perspective – McGraw Hill
Education – 7th Edition, 2024. (Unit I, II & IV)
2. Damian Ryan – Understanding Digital Marketing – Kogan Page Publishers – 5th
Edition, 2025. (Unit III & V)
• AI will help analyze consumer behavior for sustainable decision-making.
d. Vision for the Future
The future of marketing lies in creating shared value—benefiting business, society, and the
planet simultaneously. Ethical and sustainable marketing will be the new competitive
advantage.
9. Challenges in Ethical and Green Marketing
• High cost of sustainable materials and technology.
• Difficulty in changing consumer habits.
• Greenwashing—false claims of sustainability.
• Lack of awareness in emerging markets.
• Measuring long-term social and environmental impact.
Companies must overcome these barriers through genuine commitment, transparency, and
innovation.
Text Books
1. Philip Kotler, Kevin Lane Keller & Alexander Chernev – Marketing Management –
Pearson Education – 16th Edition, 2024. (Unit I, II & IV)
2. Deepa Kumar & S. Balasubramanian – Modern Marketing: Concepts and
Applications – Himalaya Publishing House – 3rd Edition, 2025. (Unit III & V)
Reference Books
1. Rajan Saxena – Marketing Management: A Strategic Perspective – McGraw Hill
Education – 7th Edition, 2024. (Unit I, II & IV)
2. Damian Ryan – Understanding Digital Marketing – Kogan Page Publishers – 5th
Edition, 2025. (Unit III & V)
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