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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 (Theory) | Tourism and Aviation

Principles of Marketing (Theory)

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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
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