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    Marketing Mktg

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    Marketing Mktg

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    3 views5 pages

    Marketing Mktg

    Uploaded by

    arnavsinha3186

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    © All Rights Reserved
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    Course Title: Principles of Marketing — I L T P/ SW/F No.

    of TOTAL
    S W PSDA CREDIT
    Course Level:UG UNITS
    Course Code: MKTG102 2 0 0 2 3 3
    Credit Units:Three

    Course Objectives:

    • To give students elementary knowledge of concepts in the domain of Marketing


    • Developandimbibeinstudents Principlesof Marketing & establish an appreciation ofcontemporary realtiesalongwiththeemerging importancein Digital
    Marketing.
    • This(Course) will give students knowledge about themarketing environment that intends to makeastrong foundation forthegivendomain andwillhelp
    students to reason out the logic behind various decisions taken in the organization.

    Pre-requisites:

    The prerequisite for this course is that students should be aware about the happenings in the business world, so that when the course is taught, they can relate to
    the practical aspects of the theoretical concepts and develop a comprehensive understanding about the course. This will give a holistic view to the said course
    and will facilitate better understanding of the course.

    Course Learning Outcomes:


    Learning outcomes of this course are:
    • To understand the concepts of marketing management
    • To learn about marketing process for different types of products and services
    • To understand the tools used by marketing managers in decision situations
    • To understand the marketing environment and strong conceptual knowledge

    Course Contents/Syllabus:
    Weightage (%)
    Module I - Introduction to Marketing

    Descriptors/Topics

    Meaning of marketing Core concepts of marketing


    Evolution of Marketing 20
    Marketing Management philosophies, viz., the production concept, the product concept, selling concept and the marketing concept
    Introduction to Marketing Mix Elements
    The newer definitions of marketing- Societal Marketing and Relationship Marketing.
    Role of Marketing in the changing business environment
    Value Chain: Concepts & Elements
    Delivering Customer Value
    Customer Satisfaction & Customer Delight
    Module II —Marketing Environment and Competitive Planning

    Descriptors/Topics
    Internal and External Marketing Environment Analysis
    Introduction to Marketing Information System and Marketing Research
    SWOT Analysis
    Intensive growthstrategies 20
    Marketing process
    Marketing Plan.
    Responding to the changing Marketing Environment

    Module III — Segmentation, Targeting and Positioning


    Descriptors/Topics

    Concept of Market Segmentation


    Bases for segmenting-Consumer and Business markets, 20
    Approaches for Targeting,
    Differentiation and Positioning.

    Module IV — Consumer Buying Behavior


    Descriptors/Topics

    Buying Behavior for Consumer & Industrial Markets


    -Various Buying Roles 20
    -Types of Buying Situations
    -Buying Decision Process
    Factors Affecting Consumer Buyer Behavior
    Consumer Adoption Process
    Diffusion of Innovation and
    Differences in Innovativeness
    Module V Emerging Marketing Paradigms

    Descriptors/Topics

    overview of -
    -E-marketing,
    -Kiosk marketing,
    -Tele marketing
    -Multi level marketing 20
    Concept of
    -Green marketing
    -Experiential Marketing,
    Emerging technological trends in marketing
    Digital Media Marketing and its role,
    e-Word of Mouth,
    Role of Social Media marketing
    Pedagogy for Course Delivery:

    Thiscoursewillbetaught with the right blendoftheoretical concepts andpractical applications through casestudies, projects andpresentations. Studentswill
    beencouraged to read business papers and be abreast with business happening so that they can relate to the concepts taught. The course instructor will spend
    considerabletimeindevelopingdeepinsighttovariousconceptsof Principlesof Marketing throughgroupdiscussionsanddebatingsessions. The Lastmodule
    will be delivered by Industry experts through information sharing on current trends and its importance in different industries.

    List of PSDA:

    1. Make a brief report on how a company used Marketing Information System or Marketing Research to generate useful insights about its marketing
    environment and consumers.
    2. Attempt to build the STP for the given product category by using appropriate market segmentation bases and define the positioning for the targeted
    segment.
    3. Study the relevance of emerging marketing practices like green marketing/digital marketing/experiential marketing etc. as practiced by a company
    and present your findings in case study format.

    Lab/ Practicals details, if applicable: NA

    Assessment/ Examination Scheme:

    Theory L/T (%) Lab/Practical/Studio (%) End Term Examination


    40% NA 60%

    Theory Assessment (L&T):


    Continuous Assessment/Internal Assessment End Term
    Examination

    Components (Drop Mid Term Project Assignment and Attendance


    down) Presentation
    Linkage of PSDA with
    Internal Assessment PSDA2 PSDA1&PSDA3
    Component (PSDA), if
    any
    Weightage (%)
    10% 10% 15% 5% 60%

    Text & References:


    Kotler, Keller, Koshy, Jha, (2009), Marketing Management – A South Asian Perspective(13th Edition), Pearson India Pvt.
    Ramaswamy V S, Namakumari S, Marketing Management, Planning Implementation & Control, Third Edition, MacMillan.
    Rajan Saxena, (2010) , Marketing Management,Tata McGraw Hill
    Armstrong , Kotler , Agnihotri , Haque, “Principles of Marketing South Asian Perspective”, 13th Edition , Pearson Education.
    Bains , Fill , Page ,Sinha, “Marketing Asian Edition”, Ist Edition ,2013, Oxford University Press.

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