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IBPS SO: Marketing Officer Syllabus 2017 for Professional Knowledge
This year IBPS has completely tossed the exam pattern for Specialist Officer Recruitment. With the introduction of two phases of online examination now candidates have to put forth more efforts for this recruitment as well. Before you start preparing and practicing for this recruitment it is very important that you understand the changes in exam pattern and the syllabus. Keep on reading for details about the syllabus of IBPS SO Marketing Officer’s Professional Knowledge Test.
This year there are a total of 195 vacancies are available for the post of Marketing Officer Scale-I. Although IBPS does not mention any fixed syllabus for any of the section in its recruitment exam, but through this article, students can get an idea of the topics that they must prepare to clear Mains exam of IBPS SO Marketing Officer Recruitment.
MARKETING MANAGEMENT
Introduction to marketing; concepts, marketing environment; segmentation, targeting & positioning, marketing mix (4Ps, 7Ps, etc.), Marketing Research, PLC,New product development process, pricing, pricing methods, promotion basics, promotion methods & strategies ,Demand forecasting
PRODUCT MANAGEMENT
Product Life Cycle, levels of a product, product mix, product portfolio decisions, BCG matrix and its applications,Product planning, new product development process, Innovation and Creativity, product testing, product placement & commercialization.
SALES
Personal Selling, selling processes, types of sales organization, Sales forecasting,sales strategies, sales force incentive plans, sales promotion and its objectives, sales monitoring, sales reporting, motivating sales force, Advertising,PR.
RETAIL MARKETING
Retail marketing and retail management, strategic retail marketing, retail marketing mix, CRM and retail marketing, CBB & retail marketing , Retail location, retail store operations, retail organizations & structure, SCM , Retail pricing and promotional pricing, retail branding strategies, store & non-store brands, merchandising and warehousing, global retailing, modern trade and new trends in retailing
SERVICES MARKETING
Services, nature, service product & pricing, service positioning, CRM and services, CBB and services marketing, promoting & services , MIS, service processes, service distribution, employees (people) and services marketing, Customer relationship management (CRM), internet marketing, Social Media Optimisation (SMO), Social Media Marketing (SMM) and Search Engine Optimization (SEO).
PRODUCT MANAGEMENT
Product Life Cycle, levels of a product, product mix, product portfolio decisions, BCG matrix and its applications,Product planning, new product development process, Innovation and Creativity, product testing, product placement & commercialisation.
BRAND MANAGEMENT
Introduction to brands and brand management, brand research and brand equity, branding for different product categories, branding & differentiation, brand image, brand element and brand association, Brand equity measurement, competitive analysis, brand positioning, brand hierarchies, CBBE (Customer based brand equity), Branding & IMC, branding and marketing mix, branding and product mix, brand attributes, branding and segmentation,brand strategies, brand image and awareness, brand equity systems, brand value, brand extensions
CONSUMER BUYING BEHAVIOUR & INTEGRATED MARKETING COMMUNICATIONS
consumer personality & brand personality, buying influences, buying process, factors influencing buying decisions, models of buying behaviour, post purchase behaviour. Marketing research, methods, data collection techniques, sources of secondary data for marketing decisions, IMC definition, elements, IMC and brand communication process, role of advertising in branding process BTL, OOH, etc., promotions in IMC – consumer, trade sales, co-branding, in-branding, etc., packaging and labeling in IMC, PR.Consumer Protection in India: List of Consumer Rights.Consumer Protection Act,1986.
ADVANCED MARKETING TECHNIQUES
Global marketing, Strategic Marketing Process, value chain, value creation. Nature & scope of rural markets, marketing to cooperatives, channels of distribution in rural India.Inbound marketing, reverse marketing, up-selling, down-selling and cross selling techniques,CSR
