Module : MKT
201: Principles of Marketing
Programme : B.Com/BBA
Credit Value : 12
Prerequisite : None
General Objectives:
·
To
identify the foundation terms and concepts that are commonly used in marketing
·
To
acquaint students with the fundamentals of marketing planning and elements of
marketing mix.
Learning
Outcomes:
Upon
successful completion of this module, student should be able to:
- explain
the concepts of marketing
- conduct
simple market analysis such as consumer behavior analysis and market
segmentation
- develop
a simple marketing plan
CONTENT
Unit-I:
Marketing Concepts (7
Hours)
Definition,
Nature, scope and importance of marketing; marketing environment; Marketing
objectives; the link between marketing objectives and corporate objectives;
Features of markets: location, size, share, competitors, growth; Industrial and
consumer markets: Classification of products; How marketing might differ for
different types of goods and services; Product differentiation and USP (Unique
Selling Point); Niche versus mass marketing
Unit-II:
Consumer Behavior (7
Hours)
Factors
influencing buyers behavior, Buyer decision process, consumer psychology,
Customer satisfaction Vs Customer delight, consumer value and satisfaction.
Unit-III: Marketing Mix (10
Hours)
Definition of each
of the Four P’s. Components of each P.
Extended 7Ps for
services. Significance in the competitive environment; product and pricing:
product strategy, product innovation and diffusion, product development,
product life cycle and product mix; pricing decision: objectives and
strategies.
Unit-IV:
Market Segmentation (10
Hours)
Definition,
Need & Benefits. Bases for market segmentation of consumer goods,
industrial goods and services. Segment, Niche & Local Marketing, Effective
segmentation criteria, Evaluating & Selecting Target Markets, Concept of
Target Market and Concept of positioning – Value Proposition & USP.
Unit-V:
Advertising (10
Hours)
Advertising and
the product: identifying product/service, specifying advertising objectives,
decisions variables, identifying the target audience; product positioning:
setting the advertising budget, designing the advertisement, selecting the
right media; evaluating the advertising programme: post ad market evaluation,
analysis of customer and market feedback, making needed changes
Unit-VI:
Marketing Planning (13
Hours)
Nature, Process
and CONTENTs of Marketing Plan, The changing marketing environment, Analyzing
needs and trends in Macro environment, Economic Environment, Technical
Environment, Political Environment, and Socio-cultural Environment
Teaching
strategies
- Lecture
- Case
Studies
- Group
Activities
- Role
Plays and simulations
Assessment
- Assignment
20%
- Case
analysis & Presentation 30%
- End-Semester
Exam 50%
Total 100%
Essential
Texts
1. Philip
Kotler, Principles of Marketing (2009), Pearson Publishers, New Delhi
2. Boone
& Kurtz, Principles of Marketing, (2008), Cengage Learning, New
Delhi
References
1. Rajan
Saxena, Marketing Management (2009), Tata McGraw Hill, New Delhi
2. M.
Govindarajan, Marketing Management, Concepts, Cases, Challenges and Trends,
PHI Pvt Ltd, New Delhi
3. R.
Batra, JG Myers & DA Aaker, Advertising Managemnt, (2007), Pearson
Education, Delhi, INDIA
4. SA Chunawall,
K.C. Sethia, Foundations of Advertising Theory and Practice (2008), Himayala
Publishing House, Delhi, INDIA