iti 14 April 2025
Marketing Executive

ITI Marketing Executive Trade Syllabus

The ITI Marketing Executive trade is a one-year vocational training program under the Craftsman Training Scheme (CTS), governed by the National Council for Vocational Training (NCVT). This course equips trainees with skills in market research, sales, advertising, customer relationship management, and digital marketing to promote products and services effectively. The syllabus integrates theoretical knowledge, practical marketing skills, and employability skills to prepare students for roles such as marketing executives, sales coordinators, or digital marketing assistants in industries like retail, FMCG, real estate, or IT, or as self-employed marketing consultants.

Course Overview

  • Duration: 1 year (2 semesters, each 6 months)
  • NSQF Level: Level 4
  • Eligibility: Minimum 10th grade pass (or equivalent)
  • Objective: To train individuals in marketing strategies, sales, and customer engagement to drive business growth and brand awareness.

Detailed Syllabus Breakdown 

1. Trade Theory (Theoretical Knowledge)

Covers principles of marketing, sales, and business communication.

  • Semester 1
    • Introduction to Marketing
      • Overview: definition, importance, scope of marketing in business.
      • Marketing concepts: product, price, place, promotion (4Ps).
      • Industry overview: career roles in marketing, sales, advertising.
    • Market Research
      • Research methods: surveys, focus groups, data collection.
      • Consumer behavior: buying patterns, decision-making processes.
      • Market segmentation: targeting demographics, psychographics, geographies.
    • Sales Techniques
      • Sales process: lead generation, pitching, closing deals.
      • Types of selling: B2B, B2C, direct, consultative selling.
      • Negotiation skills: handling objections, pricing discussions.
    • Advertising and Promotion
      • Advertising: print, TV, radio, outdoor media, budgeting.
      • Sales promotion: discounts, coupons, loyalty programs.
      • Public relations: press releases, event sponsorships, brand image.
    • Customer Relationship Management (CRM)
      • CRM basics: building trust, retaining customers, feedback loops.
      • Tools: CRM software, customer databases, loyalty tracking.
      • Complaint handling: resolving issues, maintaining goodwill.
    • Business Communication
      • Written communication: emails, proposals, reports.
      • Oral communication: presentations, client meetings, telemarketing.
      • Professional etiquette: dressing, punctuality, client interactions.
  • Semester 2
    • Digital Marketing
      • Overview: importance, channels (SEO, SEM, social media, email).
      • Social media marketing: platforms (Facebook, Instagram, LinkedIn), content creation.
      • Analytics: Google Analytics, tracking campaigns, ROI measurement.
    • Brand Management
      • Branding: identity, positioning, logo design, brand equity.
      • Brand strategies: differentiation, brand extensions, co-branding.
      • Crisis management: handling negative publicity, rebuilding trust.
    • Retail and Distribution
      • Retail marketing: in-store promotions, merchandising, visual displays.
      • Distribution channels: wholesalers, retailers, e-commerce.
      • Supply chain basics: logistics, inventory management.
    • Marketing Strategy
      • Planning: SWOT analysis, setting objectives, budgeting.
      • Campaigns: designing, executing, and evaluating marketing campaigns.
      • Competitor analysis: benchmarking, identifying market gaps.
    • Ethics and Regulations
      • Ethical marketing: avoiding deceptive ads, respecting privacy.
      • Regulations: consumer protection laws, advertising standards (ASCI).
      • Sustainability: green marketing, social responsibility.
    • Professional Skills
      • Entrepreneurship: starting a marketing agency or consultancy.
      • Industry trends: AI in marketing, influencer marketing, omnichannel strategies.
      • Leadership: managing teams, coordinating with sales, creative departments.

2. Trade Practical (Hands-On Skills)

Focuses on practical marketing tasks in simulated business scenarios.

  • Semester 1
    • Market Research Practice
      • Conducting surveys: designing questionnaires, collecting responses.
      • Analyzing data: using Excel, preparing consumer behavior reports.
      • Presenting findings: creating charts, sharing insights in mock meetings.
    • Sales Practice
      • Role-playing: simulating B2B/B2C sales pitches, cold calling.
      • Negotiating: practicing deal closures, handling objections in labs.
      • Sales tracking: logging leads, conversions in mock CRM tools.
    • Advertising Practice
      • Designing ads: creating posters, brochures using Canva, Photoshop.
      • Planning campaigns: budgeting for print, radio ads in simulations.
      • Promoting: organizing mock events, distributing flyers.
    • Customer Interaction
      • Client meetings: practicing greetings, product explanations in role-plays.
      • Handling complaints: resolving issues in mock call centers.
      • Follow-ups: scheduling calls, sending emails in simulations.
    • Communication Skills
      • Writing: drafting emails, proposals, social media posts.
      • Presenting: delivering product pitches, campaign plans in labs.
      • Telemarketing: practicing scripts, handling rejections.
    • Project Work
      • Market survey: researching a product’s demand in a target area.
      • Report: documenting findings, suggesting marketing strategies.
  • Semester 2
    • Digital Marketing Practice
      • Social media: creating posts, ads for Instagram, LinkedIn in labs.
      • SEO/SEM: optimizing mock websites, running Google Ads campaigns.
      • Analytics: tracking metrics (clicks, impressions) using mock tools.
    • Brand Management Practice
      • Designing: creating logos, taglines for mock brands.
      • Campaigning: planning brand launch events, promotions in simulations.
      • Crisis handling: drafting responses to mock PR issues.
    • Retail Marketing
      • Merchandising: arranging mock store displays, visual setups.
      • Promotions: planning in-store discounts, loyalty schemes in labs.
      • E-commerce: listing products on mock online platforms.
    • Campaign Execution
      • Planning: designing a mock marketing campaign (budget, timeline).
      • Executing: creating content, scheduling posts, simulating launches.
      • Evaluating: analyzing campaign success, preparing reports.
    • Professional Conduct
      • Teamwork: collaborating on mock campaigns, dividing roles.
      • Client servicing: pitching to mock clients, preparing proposals.
      • Networking: simulating interactions with vendors, media.
    • Project Work
      • Marketing plan: developing a campaign for a mock product/service.
      • Portfolio: presenting ads, analytics, and strategy reports.

3. Workshop Calculation and Science

Supports marketing with analytical and behavioral insights.

  • Semester 1
    • Arithmetic: calculating budgets, ROI, discounts, commissions.
    • Percentages: analyzing market shares, campaign reach.
    • Science: basics of consumer psychology, decision-making.
  • Semester 2
    • Statistics: interpreting sales data, survey results, trends.
    • Calculations: estimating campaign costs, profit margins.
    • Science: behavioral economics, influence of advertising.

4. Engineering Drawing

Minimal focus, used for visual planning.

  • Semester 1: Sketching campaign flowcharts, store layouts.
  • Semester 2: Designing ad layouts, marketing funnels.

5. Employability Skills

Enhances job readiness and soft skills.

  • Semester 1
    • Communication: pitching ideas, writing reports.
    • Time management: prioritizing campaigns, client meetings.
    • Basic IT: using MS Office, Google Workspace, CRM tools.
  • Semester 2
    • Entrepreneurship: planning a marketing startup.
    • Teamwork: coordinating with creative, sales teams.
    • Problem-solving: addressing campaign failures, client complaints.

Assessment and Certification

  • Examinations: Semester-wise (theory + practical).
  • Certification: National Trade Certificate (NTC) from NCVT, recognized nationally.
  • Evaluation: Based on market research accuracy, sales proficiency, campaign execution, and project work.

Career Opportunities

  • Employment: Marketing executive, sales coordinator, digital marketing assistant in retail, FMCG, IT, or real estate.
  • Self-Employment: Starting a marketing consultancy or agency.
  • Further Studies: Diploma in Marketing, BBA, or certifications like Google Ads, HubSpot.

Note

  • This syllabus aligns with NCVT guidelines and may vary slightly by institution or state.
  • For the latest version, refer to the Directorate General of Training (DGT) or local ITI.

Trade Type

  • 9 views