Principles of Marketing

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

Course Objectives:

  1. Learn the basic aspects of marketing.
  2. 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

Paper Code

Paper Title

CBTM 302

Principles of Marketing

(Theory)

 

CO 80  Understand the concepts and evolution of marketing.

CO 81  Learn about different kinds of marketing environment and marketing mix.

CO82   Understand the strategies used by segmenting and targeting the consumers to position

CO 83    Understand the concept of product life cycle process and different types of pricing methods of a product.

CO 84   Demonstrate effective understanding of relevant promotional activities about promoting the product.

CO 85 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: 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: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: 
2022-2023
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