Principles of Marketing

Paper Code: 
CBBA 303
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,4 Ps of Marketing Mix

12.00
Unit II: 
Marketing Environment

Demographic, economic, political, legal, socio cultural, technological environment (Indian context); Portfolio approach – Boston Consultative Group (BCG) matrix

12.00
Unit III: 
Segmentation, Targeting and Positioning

Levels of Market Segmentation, Basis for Segmenting Consumer Markets, Segmentation, Market Targeting, Developing and Communicating Positioning Strategy

12.00
Unit IV: 
Product & Price Decisions

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.
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 V: 
Promotion Mix & Marketing Channels

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

1. Kotler, P. & Keller, K. L.: Marketing Management, Pearson.
2. Kotler, P., Armstrong, G., Agnihotri, P. Y., &Ul Haq, E.: Principles of Marketing: A South Asian Perspective, Pearson.
3. Ramaswamy, V.S. &Namakumari, S.: Marketing Management: Global Perspective-Indian Context, Macmillan Publishers India Limited.

References: 

1. Zikmund, W.G. & D’ Amico, M.: Marketing, Ohio: South-Western College Publishing
2. Saxena Rajan, Marketing Management, McGraw Hill Education

Academic Year: 
2019-2020
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