Marketing Fundamentals

Paper Code: 
CDMK 101
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
12.00
Unit I: 
Introduction Marketing:

Concept and Definition, Nature, Scope and Importance of Marketing, Evolution of Marketing; Core marketing concepts; Marketing Orientation- Production concept, Product concept, Selling concept, Marketing concept, Societal Concept, Holistic marketing concept

12.00
Unit II: 
Product Decisions

Concept of Product Life Cycle (PLC), PLC

Marketing strategies, Product Classification, Product Line Decision, Product Mix Decision, Packaging &Labeling, Concept of New Product, New Product Development Process.

12.00
Unit III: 
Pricing Decisions:

Determinants of Price, Pricing Objectives, Factors affecting Pricing Decisions, Pricing Methods, Pricing for New Products: Market Skimming and Market Penetration Pricing

12.00
Unit IV: 
Promotion Mix:

Steps in Integrated Marketing Communications Process.  Promotional Tools – Advertising, Sales Promotion, Direct Marketing, Public Relations & Publicity and Personal Selling

12.00
Unit V: 
Place (Marketing Channels):

Channel functions, Channel Levels, Types of Marketing Intermediaries: Conventional Marketing System, Vertical Marketing System, Horizontal Marketing System, Hybrid Marketing System; Exclusive Distribution, Selective Distribution, Intensive Distribution.

Essential Readings: 

• Kotler, P. & Keller, K. L.: Marketing Management, Pearson. • Kotler, P., Armstrong, G., Agnihotri, P. Y., &Ul Haq, E.: Principles of Marketing: A South Asian Perspective, Pearson. • Ramaswamy, V.S. &Namakumari, S.: Marketing Management: Global Perspective-Indian Context, Macmillan Publishers India Limited. • Zikmund, W.G. & D’ Amico, M.: Marketing, Ohio: South-Western College Publishing • Saxena Rajan, Marketing Management, McGraw Hill Education

Academic Year: 
2021-2022
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