Principles of Marketing

Course ID
MC 302
Level
Undergraduate
Program
BMS
Semester
Third
Credits
6.0
Paper Type
Core Course
Method
Lecture & Tutorial

Unique Paper Code: 61011305

This course aims to familiarize students with the marketing function in organizations. It will equip the students with understanding of the Marketing Mix elements and sensitize them to certain emerging issues in Marketing.

Learning Outcomes:

At the end of the course, students should be able to:

  • Understand the concept of marketing and related concepts.
  • An in-depth understanding to various elements marketing mix for effective functioning of an organization.
  • Learn some of the tools and techniques of marketing with focus on Indian experiences, approaches and cases.

Course Contents

Unit I
Unit II
Unit III
Unit IV

Unit I (3 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. Marketing Environment: Demographic, Economic, Political, Legal, Socio cultural, Technological environment (Indian context); Portfolio approach – Boston Consulting Group (BCG) matrix.

References:

Kotler, P., Armstrong, G., Agnihotri, P. Y., Haq, ul Ehsan: Principles of Marketing: A South Asian Perspective, Pearson, [Chapter 2,3,9]

Kotler, P. & Keller, K. L.: Marketing Management, Pearson. – [Chapter 1,23].

Unit II (4 Weeks)

Segmentation, Targeting and Positioning: Concept; Levels of Market Segmentation, Basis for Segmenting Consumer Markets; 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 (3 Weeks)

Pricing Decisions: Determinants of Price, Pricing Methods (Non-mathematical treatment), Adapting Price. 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]

Additional Information

Text Books


Kotler, P., Armstrong, G., Agnihotri, P. Y., & Ul Haq, E.: Principles of Marketing: A South Asian Perspective, Pearson.
Kotler, P. & Keller, K. L.: Marketing Management, Pearson. (15th Edition)

Additional Readings


Ramaswamy, V.S. & Namakumari, S.: Marketing Management: Global Perspective-Indian Context, Macmillan Publishers India Limited.

Teaching Learning Process

Lectures, Presentations, Case studies, Test/Quiz, Term paper on a given topic

Assessment Methods

Internal assessment 25 marks
Written exam 75 marks

Keywords

Consumer, Segmentation, Targeting, Positioning, Product, Price, Promotion, Place.

Disclaimer: Details on this page are subject to change as per University of Delhi guidelines. For latest update in this regard please refer to the University of Delhi website here.

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