PRINCIPLES OF MARKETING

Paper Code: 
EFSG 315
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

COURSE OUTCOME(COS) :

 

Learning Outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

CO 81: Categorize 4 P’s and develop conceptual skill to segment the market of a business firm.

CO 82 :   Correlate the concept of PLC with the different products available in the market and understand the strategies applied at each stage. 

CO 83 :   Price the new products for the firm keeping in mind the factors affecting the pricing decision and the method adopted for the same.

CO 84:   Enhance knowledge regarding the levels of distribution channels and the various factors that influence the choice to select the distribution channel and select the distribution channel for different kind of products available in the market

CO 85 :   Develop the skills to design the promotion-mix strategies

Approach in teaching:

Interactive Lectures, Discussion, PPT, Sharing web links. 

 

Learning activities for the students:

Self learning assignments, Role plays, presentation, case study discussions. 

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group  Projects

 

10.00
Unit I: 
Introduction to Marketing

• Concept: Definition Nature, Scope and Importance of Marketing
• Marketing Approaches- Production concept, Product concept, Selling concept, Marketing concept, Societal Concept, Holistic marketing concept
• 4 Ps of Marketing Mix, Extension of Marketing mix
• Concept of STP

11.00
Unit II: 
Product Decisions

• Concept of Product Life Cycle (PLC),
• PLC Marketing strategies
• Product Classification
• Product Line Decisions
• Product line Strategies
• Packaging & Labeling
• Concept of New Product,
• New Product Development Process.

8.00
Unit III: 
Pricing Decisions

• Determinants of Price
• Pricing Objectives
• Factors affecting Pricing Decisions,
• Pricing Methods
• Pricing for New Products: Market Skimming and Market Penetration Pricing

7.00
Unit IV: 
Place (Marketing channels)

• Channel functions
• Channel Levels
• Factors affecting choice of Distribution channels
• Intensity of Market coverage: Exclusive Distribution, Selective Distribution, Intensive Distribution.

9.00
Unit V: 
Promotion Mix

• Concept of Integrated Marketing Communications
• Promotional Tools – Advertising: Medias & Importance
• Sales Promotion: Tools for Consumers
• Direct Marketing- Meaning, Importance
• Public Relations & Publicity: Meaning, Tools
• Personal Selling: Definition & Process

Essential Readings: 

ESSENTIAL READINGS:
• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha, Marketing Management, A South Asian Perspective, Pearson Education
• Rajan Saxena, Marketing Management, Tata McGraw Hill
• Dave Chaffey, Fiona Ellis, Chadwick, Digital Marketing: Strategy, Implementation and Practice, Pearson
• Bateson, Hoffmam, Services Marketing, Cengage Learning
• Ahuja Vandana, Digital Marketing, Oxford Higher Education

References: 

REFERENCES:
• Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, PHI Learning Private Ltd.
• John Mullins, Orville C. Walker, Harper W. Boyd, Marketing Management-A Strategic Decision-Making Approach, Tata McGraw Hill
• Chandra Bose, Modern Marketing: Principles and Practice, PHI Learning Private Ltd.
E- Resources:
• Indian Journal of Marketing, https://journals.sagepub.com/
• Marketing Research, https://journals.sagepub.com/
Journals:
• Marketing Management, https://journals.sagepub.com/
• Vikalpa (P+O), http:// sagepub.com

Academic Year: 
2023-2024
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