Principles of Marketing

Paper Code: 
BBA 302
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

The Course aims at equipping the students with the knowledge of the marketing aspect of business and help one learn the marketing mix concepts

9.00
Unit I: 
Introduction

Introduction-Nature, scope and importance of marketing, approaches to marketing, selling Vs marketing concept, Concept of Marketing of services.

9.00
Unit II: 
Buyer Behavior and Market Segmentation:

Buyer Behavior and Market Segmentation: Factors influencing buyer behavior, Buying decision process, Segmentation-Targeting-Positioning

9.00
Unit III: 
Managing the product:

Managing the product: Product concept, levels of products, product mix, product line decisions, Brand Equity, Packaging, Labeling,

9.00
Unit IV: 
Concept of product life cycle:

Concept of product life cycle: stage specific marketing strategies, New product development process.

9.00
Unit V: 
Pricing:

Pricing: Objectives of pricing, methods of pricing, Factors influencing pricing.

Essential Readings: 

Case Studies
Essential Reading:
1. Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education, New Delhi.
2. Varshney, R. L. and Gupta, S. L., Marketing Management: Text and Cases-An Indian Perspective, Sultan Chand & Sons, New Delhi.
3. Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning Implementation and Control, Macmillan India Ltd., New Delhi.

References: 

1. Kotler, Philip and Armstrong, Principles of Marketing, Prentice Hall of India, New Delhi.
2. Saxena R, Marketing Management, Tata McGraw-Hill Publishing Co. Ltd., New Delhi.
3. Sherlekar S., Marketing Management, Himalaya Publishing House, Mumbai.
4. Gandhi J. C., Marketing Management – An Introduction, Tata McGraw Hill Publishing Co. Ltd., New Delhi.

Academic Year: 
2015-2016
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