Principles of Marketing

Paper Code: 
24CBBA303/24CBTM 302
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to develop an understanding of marketing concepts.

Course Outcomes: 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

24CBBA 303/24 CBTM 302

 Principles of Marketing

(Theory)

CO103: Apply basic concepts of marketing.

CO104: Analyze market segments, targeting and positioning.

CO105: Evaluate the product mix of companies.

CO106: Determine the significance of pricing and distribution strategies of companies.

CO107: Develop promotional activities for products.

CO108: Contribute effectively to course-specific interaction.

Approach in teaching:

Interactive session, Case Study Discussions, Tutorials, Reading assignments, Demonstration.

 

Learning activities for the students:

Self-learning assignments, Classroom presentations, Project tasks

Continuous Assessment Test, Semester End Examinations, Quiz, Assignments, Presentation, Individual and group projects

 

12.00
Unit I: 
Introduction to Marketing

Meaning and Concept of Market, Marketing. Five core Marketing (Need, Want and Demand; Market offerings; Value and Satisfaction; Exchanges and relationships; Markets), Difference between Marketing and Selling,
Introduction to Marketing Mix, Elements of Macro and Micro-environment

12.00
Unit II: 
Market Segmentation, Targeting and Positioning

Concept, Bases of Market Segmentation, Concept of Targeting and Market Positioning

12.00
Unit III: 
Product Management

Product and its levels, Product Classification, Packaging and Labelling, Product Life Cycle, Product Mix, Product Line Decisions

12.00
Unit IV: 
Pricing Decisions

Concept of Price, Factors affecting Pricing Decisions, Pricing Strategies
Marketing Channels: Concept, Channel functions, Types of Marketing Intermediaries, Channel design decisions

12.00
Unit V: 
Promotion Mix

Concept of Integrated Marketing Communication, Advertising, Sales Promotion, Direct Marketing, Public Relations & Publicity and Personal Selling

Essential Readings: 

1. Philip Kotler, Kevin Keller, Marketing Management, Pearson Education
2. Rajan Saxena, Marketing Management, Tata McGraw Hill

References: 

Suggested Readings:

1. Ramaswamy, V.S. and Namakumari, S. (2010), Marketing Management; Sage Publications, Pvt. Ltd.

E- resources:

1. Swayam.gov.in

2. David Soberman. (2012). Flux: What Marketing Managers Need to Navigate the New Environment. JSTOR. iisu.refread.com/#/email Document/23648168

3. Kevin Lane Keller, & Philip Kotler. (n.d.). Marketing Management, 15/e. Pearson. iisu.refread.com/#/email Document/4968562

Academic Year: 
2024-2025
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