This course will enable the students to appraise and assess the marketing concepts, build appropriate marketing strategies to enhance their market reach.
|
Course |
Learning Outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
|
|
Course Code |
Course Title |
|||
|
24EATG316
|
Principles of Marketing (Theory)
|
CO103: Categorize 4 P’s and develop conceptual skill to segment the market of a business firm.
CO104: Design sustainable product strategies for contemporary organizations . CO105: Develop Price strategies for the new and existing products keeping in mind the objectives, factors and the methods adopted for the same. CO106: Plan appropriate distribution strategies for different offerings of the firms. CO107: Develop the skills to design the promotion-mix strategies for the firm. CO108: Contribute effectively in course-specific interaction
|
Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation) Learning activities for the students: Role Play activities/ Group Discussions/ Class presentation
|
Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams.
|
• 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
• 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.
• Determinants of Price
• Pricing Objectives
• Factors affecting Pricing Decisions,
• Pricing Methods
• Pricing for New Products: Market Skimming and Market Penetration Pricing
• Channel functions
• Channel Levels
• Factors affecting choice of Distribution channels
• Intensity of Market coverage: Exclusive Distribution, Selective Distribution, Intensive Distribution.
• 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
• 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
Suggested Readings:
• 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/ [2]
• Marketing Research, https://journals.sagepub.com/ [2]
Reference Journals:
• Marketing Management, https://journals.sagepub.com/ [2]
• Vikalpa (P+O), http:// sagepub.com
Links:
[1] https://accountingtaxation.iisuniv.ac.in/courses/subjects/principles-marketing-9
[2] https://journals.sagepub.com/
[3] https://accountingtaxation.iisuniv.ac.in/academic-year/2024-2025