Principles of Marketing

SVKM’s NMIMS ASMSOC – Course Outline
Course 742MK0C004
Code
Course Principles of Marketing
Title
Course Dr. Anupamaa Chavan, Ms. Richa Saxena, Dr. Yogesh Funde, Dr.
Instructor/s Christine D'lima, Dr. Arpita Baijal, Dr. Alpana Karanjule
Course 4
Credit
Program B.Com(Hons) Semester II
and
Semester
Pre- None
Requisite
Learning CLO 1- Acquiring conceptual clarity of marketing as a function. (PLO 2a)
Objectives CLO 2 - Ability to analyse the importance and impact of the marketing
function in an organisation. (PLO 2a)
CLO 3- Demonstrating the ability to evolve marketing strategies for
organisational benefits (PLO 2b)
Learning 1. The students should be able to recall, relate and infer the marketing
Outcomes concepts to adapt to the business environment.
2. The students should develop and demonstrate marketing skills to
apply and extend their role in an organisation.
3. The students should be able to design and develop integrated
marketing strategies for products for organisational and societal
benefits
Course
Description
Evaluation Specific % Weightage AOL Intended CLOs to
Pattern – Assessment Instruments be Assessed
Internal Methods /
Assessment Task
(out of 50 CLO1 CLO2 CLO3
marks) Mid Term 40% (i.e., 20 Case - yes yes yes
Test marks out of studies
50)
Presentation 20% (i.e., 10 Topics from yes yes no
marks out of the syllabus
50)
Assignments 40% (i.e., 20 Application- yes yes yes
marks out of based
50) activities
Course Session Plan
Session Topics / Module Chapters (Mention Page

Numbers) / Articles / Cases
/ Material and Activities
1-12  Introduction and Goals of Marketing 1. Kotler Philip, Keller
 Core marketing concepts – Need, Wants Kevin, Marketing
and, Demand, Target Markets, Positioning Management. 15e,
and Segmentation, Offerings and Brands, Pearson (pp 3-30, 68-
Marketing Channels, Paid, Owned and 69)
Earned Media, Impressions and 2. Ramaswamy V.S. and
Engagements, Value & Satisfaction, Namakumari S.
Supply Chain, Competition and Marketing Marketing Management
–Fourth edition,
Environment
Macmillan 5e (pp 21-
 Scope of marketing: What is marketed (10 110)
entities), who markets (8 demand states), Recent articles from ET
Key customer markets. Brand Equity, et, HBR, and
 Company orientation to the marketplace: Forbes
Production, Product, Selling and
Marketing
 Holistic Marketing orientation
(relationship marketing, internal
marketing, integrated marketing,
performance marketing)
 A brief introduction to the Marketing Mix
concept
 Customer Perceived Value (total benefits
and total costs)
 Creating value for the customer- Tangible
& Intangible Benefits
 Customer Value Delivery Process –
Selection, creation, communication,
delivery, capturing the value back and
enhancing the value
 Analysing the marketing environment –
meaning and importance of Marketing
Environment of India
Learning Outcome:
Understanding and relating the core marketing
concepts and scope of marketing.
13-20  Introduction to Consumer Behaviour - 1. Kotler Philip, Keller

Model of Consumer Behaviour (in brief – Kevin, Marketing
stimulus-response model) Management. 15e,
Pearson (pp 165-189)
 Factors influencing Buyer Behaviour – Recent articles from ET
Cultural (cultural, sub-culture, and social Brand Equity, et, HBR, and
class), social (reference groups and their Forbes
types, opinion leader, family, and role and
status, buying roles) and personal (age and
life cycle stage, occupation and economic
circumstances, personality and self-
concept, and lifestyle and values, excluded:
Aaker Brand Personality)
 Psychographic Process/factors
 Motivation - Marketing applications of
Maslow’s and Freud’s theory
 Perception - Perceptual process in
marketing (selective attention,
selective distortion, selective retention,
and subliminal perception)
 Beliefs and attitudes – multi-attribute
attitude model/expectancy-value
model
 Learning - Marketing examples of
Classical Stimulus generalisation and
discrimination and instrumental
conditioning
 Emotions and Memory (in brief):
Excluded: associative network memory
model
 Buying Habits/Shopping Behaviour

(complex, habitual, variety seeking,
dissonance-reducing)
 Stages Consumer goes through in buying

decision-making: need recognition,
information search (sources, search
dynamics), evaluation of alternatives
(strategies to stimulate attitudes),
Purchase decision (Integration – perceived
risk), and Post-purchase behaviour
(satisfaction, actions, uses and disposal)
Learning outcomes:
Understand the Model of Consumer Behaviour,
Recognise and relate various factors (cultural,
social, personal and psychographic)
influencing Buyer’s Behavior. Understand the
different tactical buying habits/shopping
behaviour. Overview and relate Stages
consumer goes through in buying decision-
making
21-28  Segmentation 1. Kotler Philip, Keller
 Definition and importance, the basis Kevin, Koshy
of segmentation, Geographic, Abraham and Jha
Demographic, Psychographic and Mithileshwar.
Behavioural Marketing
Management. A South
 Attributes of Effective Segmentation
Asian Perspective; 15e
 Multilevel Segmentation
, Pearson (pp 265-288,
 Target Market Selection – Single- 297-313)
segment concentration, Market 2. Ramaswamy V.S. and
specialisation, Product specialisation, Full Namakumari S.
market coverage Marketing
 Differentiating through Multiple Sources, Management –Fifth
edition, Macmillan (pp
Product Differentiation, Differentiation
307-328)
through tangible and Intangible Benefits, Recent articles from ET
Criteria for effective Differentiation Brand Equity, et, HBR, and
Excluded: Service Differentiation Forbes
 Positioning - Definition, Tasks involved

in Positioning: Frame of reference, POP,
POD, the brand mantra
Learning outcomes:
Understand and relate segmentation and basis
of segmentation. Understand and relate target
market selection, differentiation and analyse
criteria for effective differentiation.
Comprehend and analyse the task involved in
Positioning. Develop a brand mantra.
Analysis of the different strategic decisions
made by the marketers for segmentation and
positioning
29-44  Product 1. Kotler Philip, Keller

 Product levels, Classification of Kevin, Marketing
products Management. 15e,
 Product and Brand relationship Pearson (pp 395-404,
(Product hierarchy, Product systems 409-424, 499-526,
and mixes, Product line analysis, and 536-559, 568-569,
Product line length) 574-594, 599-614,621-
 Packaging, Labelling, Warranties and 641, 648-666, 324-
Guarantees 347)
 Pricing Recent articles from ET
 Factors affecting price determination Brand Equity, et, HBR, and
Forbes
(only consumer psychology)
 Procedure for setting prices
 Pricing policies and strategies (already
covered in setting the price)
 Place
 Nature and importance of distribution
channels
 Types and functions of distribution
middlemen
 Channel design decisions
 Channel management decisions
 Retailing and Wholesaling (Only
Concepts)
Exclusion – service sector channels
 Promotion
 Promotion Decision: Communication
process (Macro model of
Communications Process)
 Promotion tools: Their Characteristics
and relative merits, and limitations
 Developing Effective
Communications (Designing a
promotion campaign)
Exclusions: Response hierarchy models
 Brands
 The role of Brands
 Scope of Branding
 Customer-based brand equity
 Building brand equity
 Measuring brand equity
 Crafting a brand positioning (Already
covered in positioning)
 Managing a brand
Excluded: brand equity Models
Learning outcomes:
Understand the traditional marketing mix
concept – Product, Price, Place and
Promotion. Analyse and develop strategies for
effective implementation of marketing mix
concept for business. Understand the role of
brand, scope of branding, crafting strategy for
brand positioning and managing brand.
45-52  Product Life Cycle 1. Kotler Philip, Keller
Kevin, Marketing
 Strategic Marketing at the Business level Management. 15e,
Market leader’s defense strategies, Market- Pearson (pp 363-388)
Challenger’s attack Strategies and Market
Follower’s strategies 2. Arun Kumar, N
Learning outcome: Meenakshi, Marketing
Understand product life cycle and differtiate Management – Vikas
marketing strategies for various stages in product Recent articles from ET
life cycle. Understand, Analyse and Develop Brand Equity, et, HBR, and
Market leader’s defense strategies, Market- Forbes
Challenger’s attack Strategies and Market
Follower’s strategies.
53-60  Green Marketing 1. Kotler Philip, Keller
 Digital Marketing Kevin, Marketing
 Social Marketing and Cause-related Management. 15e,
Marketing Pearson (723-734)
 Ethics in Marketing (Briefly) Recent articles from ET
Learning outcome: Brand Equity, et, HBR, and
Learn about the current trends in marketing Forbes
Prescribed Text Books:

1. Kotler Philip, Keller Kevin, Marketing Management. 15e, Pearson
Reading 2017
List and References:
References 1. Kotler Philip, Keller Kevin, Alexander Chernev, Jagdish Sheth, G.
Shainesh; Marketing Management. 16e, Pearson, Indian edition 2022
2. Ramaswamy V.S. and Namakumari S. Marketing Management –
Planning, Implementation and Control. Fifth edition, Macmillan 2013
3. Saxena, Rajan. Marketing Management. Fourth edition, Tata McGraw
Hill Publishing Co., New Delhi 2016
4. Arun Kumar &N Meenakshi, Marketing Management, Vikas
Publications 2006
Prepared by Faculty Approved by Program Approved by Associate

Members Chairperson Deans
Dr. Anupamaa Chavan
Ms. Richa Saxena
Dr. Yogesh Funde,
Dr. Christine D'lima,
Dr. Arpita Baijal,
Dr. Alpana Karanjule
Approved by I/C Dean –

ASM SOC

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SVKM’s NMIMS ASMSOC – Course Outline

Session Topics / Module Chapters (Mention Page

13-20  Introduction to Consumer Behaviour - 1. Kotler Philip, Keller

 Buying Habits/Shopping Behaviour

 Stages Consumer goes through in buying

 Positioning - Definition, Tasks involved

29-44  Product 1. Kotler Philip, Keller

Prescribed Text Books:

Prepared by Faculty Approved by Program Approved by Associate

Approved by I/C Dean –

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