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: 

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.

 

References: 

SUGGESTED READINGS:

  • 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

 

e-RESOURCES:

JOURNALS:

 

Academic Year: 
2022-2023
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