Principles of Marketing

Paper Code: 
ABF 101
Credits: 
3
Contact Hours: 
45.00
Objective: 

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

9.00
Unit I: 

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: 
  1. Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education (Singapore) Pte. Ltd., Delhi, 12th ed.
  2. Varshney, R. L. and Gupta, S. L., Marketing Management: Text and Cases-An Indian Perspective, Sultan Chand & Sons, New Delhi, 2005, 3rd ed.
  3. Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning Implementation and Control, Delhi: Macmillan India Ltd., 3rd ed.
  4. Kothari, Rakesh; Mehta, Anil and Sharma, Ashok, Marketing Management¸ Ramesh Book Depot, Jaipur
References: 
  1. Saxena. Rajan, Marketing Management, Tata McGraw-Hill Publishing Co. Ltd., New Delhi, 7th ed.
  2. Sherlekar, S., Marketing Management, Himalaya Publishing House, Mumbai, 2006, 13th ed.
  3. Gandhi, J. C., Marketing Management –An Introduction, Tata Mc-Graw Hill Publishing Co. Ltd., New Delhi, 1995.
  4. Stanton, William, J. Fundamentals of Marketing, New York, McGraw Hill, 1994
  5. Kotler, Philip and Armstrong, Principles of Marketing, Prentice Hall of India, New Delhi, 1997.
Academic Year: 
2018-2019
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