Course Outcomes |
Learning and teaching strategies |
Assessment Strategies |
CO 86: Categorize 4 P’s and develop conceptual skill to segment the market of a business firm. CO 87 : Correlate the concept of PLC with the different products available in the market and understand the strategies applied at each stage. CO 88 : Price the new products for the firm keeping in mind the factors affecting the pricing decision and the method adopted for the same. CO 89: 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 90 : Develop the skills to design the promotion-mix strategies |
Interactive Lectures, Discussion, PPT, Sharing web links. Self learning assignments, Role plays, presentation, case study discussions. |
Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group Projects |
Introduction to Marketing 10Hrs
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
Product Decisions 11 Hrs
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
Pricing Decisions 8 Hrs
Determinants of Price
Pricing Objectives
Factors affecting Pricing Decisions,
Pricing Methods
Pricing for New Products: Market Skimming and Market Penetration Pricing
Place (Marketing channels) 7 Hrs
Channel functions
Channel Levels
Factors affecting choice of Distribution channels
Intensity of Market coverage: Exclusive Distribution, Selective Distribution, Intensive Distribution.
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:
•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:
•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