PRINCIPLES OF MARKETING

Paper Code: 
ABF 101
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcomes

 

Learning and teaching strategies

Assessment Strategies

CO 27:   Categorize 4 P’s and develop conceptual skill to segment the market of a business firm.

 

CO 28 :   Correlate the concept of PLC with the different products available in the market and understand the strategies applied at each stage. 

 

CO 29 :   Price the new products for the firm keeping in mind the factors affecting the pricing decision and the method adopted for the same.

 

CO 30 :   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 31:   Develop the skills to design the promotion-mix strategies

Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation)

Learning activities for the students:

Role Play activities/Group Discussions/ Class presentation 

 

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

 

9.00

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

9.00

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

Pricing
• Pricing objectives
• Pricing methods and process
• Factors influencing pricing decision

9.00

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

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: 

• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Fourteenth Edition), A South Asian Perspective; Pearson.
• Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd.
• 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

References: 

SUGGESTED READINGS
• Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd
• Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press
• Ahuja Vandana, Digital Marketing, Oxford Higher Education
• Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill.

e-RESOURCES
• Consumer Behavior: Global Edition, Pearson Education (Thinktank), ProQuest Ebook Central, IISuniversity2020

JOURNALS
• Consumer Behaviour
• Journal of Marketing
• Marketing Management

Academic Year: 
2022-2023
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