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BBA-C201 Hons NEP 2022-Pages-8

This document outlines the course details for Principles of Marketing, including assessment details, course outcomes mapped to program outcomes, topics covered, and suggested readings. The course is worth 4 credits and 40 hours. It will include exams assessing internal and end-term performance. Topics covered are the fundamentals of marketing, segmentation/targeting/positioning, product/pricing decisions, and the promotion mix. Suggested readings include several marketing management textbooks and casebooks.

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19 views1 page

BBA-C201 Hons NEP 2022-Pages-8

This document outlines the course details for Principles of Marketing, including assessment details, course outcomes mapped to program outcomes, topics covered, and suggested readings. The course is worth 4 credits and 40 hours. It will include exams assessing internal and end-term performance. Topics covered are the fundamentals of marketing, segmentation/targeting/positioning, product/pricing decisions, and the promotion mix. Suggested readings include several marketing management textbooks and casebooks.

Uploaded by

saumyaaggarwal04aug
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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BBA I Year BBA-C201 Semester-II

Principles of Marketing

Time Allotted for End Marks Allotted for Marks Allotted for End Maximum Total Maximum
Semester Examination Internal Assessment Term Examination(ESE) Marks Credits Hours
(MM)
3 Hrs. 30(20+10) 70 100 04 40

Course Outcomes: Mapped Program Outcomes


CO.1 To understand and recall the fundamentals of principles of marketing. PO1, PO2

CO.2 Understand major marketing elements and their Impact on Marketing PO1, PO2
Decisions, concepts and methods with regard to enhance customer value.
CO.3 Apply contemporary marketing theories to the demands of business and PO1, PO2,PO3, PO4
management practice.
CO.4 Demonstrate how as a marketer you can use your knowledge of PO4 PO5 PO7
consumer behavior concepts to develop better marketing programs and
strategies to influence those behaviour.
CO.5 To understand, analyze and evaluate product and their pricing decisions PO4 PO5 PO7
and promotional mix decisions.

 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 Consultative Group (BCG) matrix.
(10 Hours)
 Segmentation, Targeting and Positioning: Levels of Market Segmentation, Basis for Segmenting Consumer
Markets, Difference between Segmentation, Targeting and Positioning. (10 Hours)
 Product & Pricing Decisions: Concept of Product Life Cycle (PLC), PLC marketing strategies, Product
Classification, Product Line Decision, Product Mix Decision, Branding Decisions, Packaging &Labelling, New
Product Development. Pricing Decisions: Determinants of Price, Pricing Methods (Non-mathematical treatment),
Adapting Price (Geographical Pricing, Promotional Pricing and Differential Pricing).
(10 Hours)
 Promotion Mix: Factors determining promotion mix, Promotional Tools – basics of Advertisement, Sales
Promotion, Public Relations & Publicity and Personal Selling; Place (Marketing Channels): Channel functions,
Channel Levels, Types of Intermediaries: Types of Retailers, Types of Wholesalers. Marketing of Services -
Unique Characteristics of Services, Marketing strategies for service firms – 7Ps. (10 Hours)

SUGGESTED READINGS:
1. Kotler, P. & Keller, K.L. (2015). Marketing Management (15th Global Edition). New Delhi: PHI.
2. Kotler, Philip & Armstrong, G. (2017). Principles of Marketing. New Delhi: PHI.
3. Palmer. (2015). Introduction to Marketing. London: Oxford University Press.
4. Paliwoda, S. & Andrews, T. (2013). Marketing Management in Asia. UK: Routledge.
5. Singh,V.K. & Sharma, N. (2015). Mini Cases & Case lets for Would Be Managers. Germany: Lambert Academic
Publishing.
6. Winer, R. & Dhar, R. (2013). Marketing Management. New Delhi: Pearson.

NOTE: The list of cases, specific references and books including recent articles will be announced in the class by concerned
teachers from time to time.

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