Principles of Marketing

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

The objective of this course is to equip the students with the knowledge of the marketing aspect of business and help them learn the marketing mix concepts.
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

9.00
Unit I: 
Marketing

Marketing concepts, Marketing philosophies, Selling Vs. Marketing,

Marketing mix (4 Ps of Marketing), Market Segmentation (Elementary concepts)

9.00
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: 
Pricing:

Pricing objectives, pricing methods and process, Factors influencing pricing

9.00
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: 
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, 12thed.
Varshney, R. L. and Gupta, S. L., Marketing Management: Text and Cases-An Indian Perspective, Sultan Chand & Sons, New Delhi, 2005, 3rded.
Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning Implementation and Control, Delhi: Macmillan India Ltd., 3rded.

References: 

Saxena. Rajan, Marketing Management, Tata McGraw-Hill Publishing Co. Ltd., New Delhi, 7thed.
Sherlekar, S., Marketing Management, Himalaya Publishing House, Mumbai, 2006, 13thed.
Gandhi, J. C., Marketing Management –An Introduction, Tata Mc-Graw Hill Publishing Co. Ltd., New Delhi, 1995.
Stanton, William, J. Fundamentals of Marketing, New York, McGraw Hill, 1994
Kotler, Philip and Armstrong, Principles of Marketing, Prentice Hall of India, New Delhi, 1997.

Academic Year: 
2021-2022
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