Principles of Marketing (Theory)

Paper Code: 
24CBTM302
Credits: 
04
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

24CBTM302

Principles of Marketing

(Theory)

 

CO97: Apply basic concepts of marketing

CO98: Analyze market segments, targeting and positioning

CO99: Evaluate the product mix of companies

CO100: Determine the significance of pricing and distribution strategies of companies

CO101: Develop promotional activities for products

CO102: Contribute effectively in course-specific interaction

Approach in teaching:

Interactive sessions, Case Study Discussion, Tutorials, Reading assignments, Demonstration

 

Learning activities for the students:

Self learning assignments, Effective questions, Classroom presentation, 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: 

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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