Coming soon
Principles of Marketing
This course will enable the students to -
- Learn the basic aspects of marketing.
- Create understanding of relevant functional areas of marketing and its application.
Course Outcomes (COs):
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Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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CBBA303 |
Principles of Marketing |
CO 112: Understand the concepts and evolution of marketing. CO 113: Learn about different kinds of marketing environment and marketing mix. CO 114: Understand the strategies used by segmenting and targeting the consumers to position a brand. CO 115: Understand the concept of product life cycle process and different types of pricing methods of a product. CO 116: Demonstrate effective understanding of relevant promotional activities about promoting the product. CO 117: Demonstrate the different types of distribution channel and its level in marketing.
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Approach in teaching: Interactive Hours, Discussion, Tutorials, Reading assignments, Demonstration
Learning activities for the students: Self learning assignments, Effective questions, Seminar presentation, Group tasks
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Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group projects |
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
Marketing Environment: Demographic, economic, political, legal, socio cultural, technological environment (Indian context); Portfolio approach – Boston Consultative Group (BCG) matrix
Segmentation, Targeting and Positioning: Levels of Market Segmentation, Basis for Segmenting Consumer Markets, Segmentation, Market Targeting, Developing and Communicating Positioning Strategy
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
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..
• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha, Marketing Management, A South Asian Perspective, Pearson Education
• Rajan Saxena, Marketing Management, Tata McGraw Hill
• Dave Chaffey, Fiona Ellis, Chadwick, Digital Marketing: Strategy, Implementation and Practice, Pearson
• Bateson, Hoffmam, Services Marketing, Cengage Learning
• Ahuja Vandana, Digital Marketing, Oxford Higher Education
• Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, PHI Learning Private Ltd.
• John Mullins, Orville C. Walker, Harper W. Boyd, Marketing Management-A Strategic Decision-Making Approach, Tata McGraw Hill
• Chandra Bose, Modern Marketing: Principles and Practice, PHI Learning Private Ltd.
E- Resources:
• iisu@yopmail.com
• iisu@yopmail.com
• https://www.slideshare.net/versatileBschool/marketing-management-45052508
Journals:
• Indian Journal of Marketing, https://journals.sagepub.com/
• Marketing Research, https://journals.sagepub.com/
• Marketing Management, https://journals.sagepub.com/
• Vikalpa (P+O), http:// sagepub.com
