Grade "A+" Accredited by NAAC with a CGPA of 3.46
This course aims to build a basic understanding of marketing management decisions. It will equip students with an understanding of marketing mix elements.
At the end of the course, students should be able to:
Unit I (2 Weeks)
Introduction: Nature, Scope and Importance of Marketing, Evolution of Marketing; Core marketing concepts; Company orientation – Production concept, Product concept, Selling concept, Marketing concept, Holistic marketing concept. Portfolio approach-Boston Consulting Group (BCG)
References:
Kotler, P., Armstrong, G., Agnihotri, P. Y., Haq, ul Ehsan: Principles of Marketing: A South Asian Perspective, Pearson, [Chapter 2,9]
Kotler, P. & Keller, K. L.: Marketing Management, Pearson. – [Chapter 1,23].
Unit II (4 Weeks)
Basis for Segmenting Consumer Markets; Targeting and Positioning strategies; Product decisions: Concept of Product Life Cycle (PLC), PLC marketing strategies, Product Classification, Product Line Decision, Product Mix Decision, Branding Decisions, Packaging & Labelling.
References:
Kotler, P., Armstrong, G., Agnihotri, P. Y., Haq, ul Ehsan: Principles of Marketing: A South Asian Perspective, Pearson. – [Chapter 7,9,8]
Kotler, P. & Keller, K. L.: Marketing Management, Pearson. (15th Edition) – Chapter 12
Unit III (4 Weeks)
Pricing Decisions: Determinants of Price, Pricing Methods and strategies. Promotion Decisions: Factors determining promotion mix, Promotional Tools Fundamentals of advertisement, Sales Promotion, Public Relations & Publicity and Personal Selling. Marketing Channel Decision: Channel functions, Channel Levels, Types of Intermediaries: Wholesalers and Retailers
References:
Kotler, P., Armstrong, G., Agnihotri, P. Y., Haq, ul Ehsan: Principles of Marketing: A South Asian Perspective, Pearson. – [Chapter 10,11,12,16,13,14,15]
Kotler, P. & Keller, K. L.: Marketing Management, Pearson. (15th Edition) – [Chapter 16,
20,21,22].
Unit IV (2 Weeks)
Marketing of Services: unique characteristics of services, marketing strategies for service firms – 7Ps.
References:
Kotler, P., Armstrong, G., Agnihotri, P. Y., Haq, ul Ehsan: Principles of Marketing: A South Asian Perspective, Pearson. – [Chapter 8]
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