Principles of Marketing (Theory)

Paper Code: 
24CBTM302
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 Outcomes (COs):

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 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 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
  • Printer-friendly version
  • PDF version