Principles of Marketing

Paper Code: 
ABF 101
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

The Course aims at equipping the students with the knowledge of the marketing aspect of business and help them learn the marketing mix concepts.

 

Course Outcome(COs):

Course

Learning Outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

ABF 101

Principles of Marketing

CO 25 :   Categorize 4 P’s and develop conceptual skill to segment the market of a business firm.

 

CO 26 :   Correlate the concept of PLC with the different products available in the market and understand the strategies applied at each stage. 

 

CO 27 :   Price the new products for the firm keeping in mind the factors affecting the pricing decision and the method adopted for the same.

 

CO 28 :   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 29 :   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 

 

9.00
Unit I: 
UNIT I

Introduction: Marketing concepts, Marketing philosophies, Selling Vs. Marketing, Marketing mix (4 Ps of Marketing), Market Segmentation (Elementary concepts)

9.00
Unit II: 
UNIT II

Product: Concepts, Levels of product, Product Life Cycle, New product development process, Product line concepts, Product line policies, Product Standardization vs. Product Adaptation.

9.00
Unit III: 
UNIT III

Pricing: Pricing objectives, pricing methods and process, Factors influencing pricing

9.00
Unit IV: 
UNIT IV

physical distribution: Physical distribution concepts, functional areas of physical distribution, Levels of distribution channels (Consumer goods & Industrial goods), factors influencing selection of distribution channels

9.00
Unit V: 
UNIT V

Promotion mix: Advertising: Meaning, Medias, Merits and demerits of different types of media, Sales Promotion: Meaning, Consumer promotion & Dealer promotion tools ,Public Relations: Meaning, Tools, Personal Selling: Meaning, Process, Direct Marketing: Meaning, Importance

Essential Readings: 

• Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education (Singapore) Pte. Ltd.,Delhi.
• Varshney, R. L. and Gupta, S. L., Marketing Management: Text and Cases-An Indian Perspective, Sultan Chand & Sons, NewDelhi.
• Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning Implementation and Control, Delhi: Macmillan India Ltd.
• Kothari, Rakesh; Mehta, Anil and Sharma, Ashok, Marketing Management¸ Ramesh Book Depot,Jaipur
• Saxena. Rajan, Marketing Management, Tata McGraw-Hill Publishing Co. Ltd., NewDelhi.
• Sherlekar, S., Marketing Management, Himalaya Publishing House,Mumbai.
• Gandhi, J. C., Marketing Management –An Introduction, Tata Mc-Graw Hill Publishing Co. Ltd., New Delhi.
• Stanton, William, J. Fundamentals of Marketing, New York, McGrawHill.
• Kotler, Philip and Armstrong, Principles of Marketing, Prentice Hall of India, NewDelhi.

Academic Year: 
2021-2022
  • Printer-friendly version
  • PDF version