Principles of Marketing

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

Course Objectives:

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):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

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.

 

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

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 Decisions; Pricing 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; Place (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: 
  • 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

 

References: 

Suggested Readings:

  • 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:

 

Journals:

 

Academic Year: 
2023-2024
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