Principles of Marketing

Paper Code: 
CBBA 303
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

1.Understand the concepts of marketing.

2. Learn about marketing process for different types of products and services.

3. Understand the tools used by marketing managers in decision situation

4. Understand the marketing environment

5. Demonstrate effective understanding of relevant functional areas of marketing and its application

6. Demonstrate analytical skills in identification and resolution of problems pertaining to marketing management.

Course Outcomes (COs):

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

CO60: Understand the concepts of marketing.

 CO61: Learn about marketing process for different types of products and services.

CO62: Understand the tools used by marketing managers in decision situation

CO63: Understand the marketing environment

CO64: Demonstrate effective understanding of relevant functional areas of marketing and its application

CO65: Demonstrate analytical skills in identification and resolution of problems pertaining to marketing management.

 

Approach in teaching:

Interactive Hours, Discussion, Tutorials, Reading assignments, Demonstration

 

Learning activities for the students:

Self learning assignments, Effective questions, Seminar presentation, Group tasks

 

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

 

12.00
Unit I: 
Introduction Marketing

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:

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:

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 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:

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

Academic Year: 
2020-2021
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