Marketing Fundamentals

Paper Code: 
24CDMK 101
Credits: 
4
Contact Hours: 
4.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to develop an understanding of marketing concepts.

Course Outcomes: 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

24CDMK 101

 

Marketing Fundamentals

 (Theory)

  • CO 7: Apply basic concepts of marketing
  • CO 8: Analyze market segments, targeting and positioning
  • CO 9: Evaluate the product mix of companies
  • CO 10: Determine the significance of pricing and distribution strategies of companies
  • CO 11: Develop promotional activities for products
  • CO 12: Contribute effectively in course-specific interaction

Approach in teaching:

Interactive classroom sessions, Flipped Class, Case Study, Role Play, Guest Lectures, Short videos

Learning activities for the students:

Project-based learning, Creative expression, personalisation, Group Discussions

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group projects

 

12.00
Unit I: 
Introduction to Marketing

Meaning and Concept of Market, Marketing. Five core Marketing (Need, Want and Demand; Market offerings; Value and Satisfaction; Exchanges and relationships; Markets), Difference between Marketing and Selling,
Introduction to Marketing Mix, Elements of Macro and Microenvironment

12.00
Unit II: 
Market Segmentation, Targeting and Positioning

Concept, Bases of Market Segmentation, Concept of Targeting and Market Positioning

12.00
Unit III: 
Product Management

Product and its levels, Product Classification, Packaging and Labelling, Product Life Cycle, Product Mix, Product Line Decisions

12.00
Unit IV: 
Pricing Decisions

Concept of Price, Factors affecting Pricing Decisions, Pricing Strategies
Marketing Channels: Concept, Channel functions, Types of Marketing Intermediaries, Channel design decisions

12.00
Unit V: 
Promotion Mix

Concept of Integrated Marketing Communication, Advertising, Sales Promotion, Direct Marketing, Public Relations & Publicity and Personal Selling

Essential Readings: 

• Philip Kotler, Kevin Keller, Marketing Management, Pearson Education
• Rajan Saxena, Marketing Management, Tata McGraw Hill

References: 

• Ramaswamy, V.S. and Namakumari, S. (2010), Marketing Management; Sage Publications, Pvt. Ltd.

• Swayam.gov.in
• David Soberman. (2012). Flux :What Marketing Managers Need to Navigate the New Environment. JSTOR. iisu.refread.com/#/emailDocument/23648168
• Kevin Lane Keller, & Philip Kotler. (n.d.). Marketing Management 15/e. Pearson. iisu.refread.com/#/emailDocument/4968562

• Journal of Marketing and Management, EBSCO
• ICFAI Journal of Marketing Management

Academic Year: 
2024-2025
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