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Admissions

It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Placements

Excellent education not only imparts knowledge, but also paves the way for a promising and successful career. The Placement Cell at The IIS University has numerous success stories to narrate in this regard...

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Life@IIS Univ

Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with vibrant events and memorable occasions to cherish for a lifetime.

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Academics

Taking the age-old tradition of enlightenment through education forward, The IIS University - in its continuous pursuit of excellence - firmly believes that an institution’s academic profile determines its worth and value. Therefore, on offer are a wide variety of both conventional and contemporary programmes of study.

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Research

To stimulate curiosity and cater to the global needs of a dynamic education, The IIS University - since inception - has been promoting and encouraging research-based experiential learning among all its students.

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About Us

The IIS University, with its perfect amalgamation of innovation, inspiration and synergy, aims to be a model institution for students across disciplines and programmes.

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IIS Univ
  • Admissions

    It is a University which is committed to excellence and overall development of the student...

  • Placements

    Excellent education not only imparts knowledge, but also paves the way for...

  • Life@IIS Univ

    Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with...

  • Academics

    Taking the age-old tradition of enlightenment through education forward,...

  • Research

    To stimulate curiosity and cater to the global needs of a dynamic education,...

  • About Us

    The IIS University, with its perfect amalgamation of innovation, inspiration...

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India

Phone:- +91-141-2400160-61, 2397906-07,

Fax: 2395494,2781158, Toll Free No.: 1800 180 7750

Principles of Marketing | Tourism and Aviation

Principles of Marketing

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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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