IBPS SO Syllabus For Marketing Officer Scale-I 2018-19

IBPS released the official notification for recruitment of Specialist Officers, you all would have already started to get yourself ready to appear in the examination that is to be conducted on 29th and 30th of December. The bank officially doesn’t release an official syllabus for the exam but we can conjecture by the questions asked in the previous years that the syllabus is really vast. It is geared towards testing an aspirant’s versatility to solve complex questions in the most prolific manner.

Here is the syllabus for Professional Knowledge Test of IBPS SO Marketing Officer Scale-I Exam by Adda247 to get you acquainted with the pattern of IBPS SO Marketing Officer Exam 2018. It incorporates all the important topics that one needs to prepare for professional knowledge section of the exam.

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 the sales organization, Sales forecasting, sales strategies, sales force incentive plans, sales promotion, and its objectives, sales monitoring, sales reporting, motivating the 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 & commercialization.

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 behavior, post-purchase behavior. 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.