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principles of marketing--syllabus

The MKT201: Principles of Marketing course aims to equip students with essential marketing concepts, consumer behavior understanding, and market segmentation strategies. It covers product development, pricing decisions, advertising, and new marketing developments such as digital and sustainable marketing. The course includes theoretical frameworks and practical applications to enhance students' marketing decision-making skills.

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41 views

principles of marketing--syllabus

The MKT201: Principles of Marketing course aims to equip students with essential marketing concepts, consumer behavior understanding, and market segmentation strategies. It covers product development, pricing decisions, advertising, and new marketing developments such as digital and sustainable marketing. The course includes theoretical frameworks and practical applications to enhance students' marketing decision-making skills.

Uploaded by

subhradipsarma
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MKT201:PRINCIPLES OF MARKETING

L:3 T:1 P:0 Credits:4

Course Outcomes: Through this course students should be able to

CO1 :: outline the concepts of marketing and adopting the marketing concepts in different
business scenarios

CO2 :: apply various situations and decisions involving segmentation, targeting and positioning;
decisions involving price and marketing communications

CO3 :: discover the dynamic nature of the environment and enhance ability to apply marketing
models and theories for taking better and informed marketing decisions
CO4 :: illustrate market research skills for designing innovative marketing strategies for business
firms

Unit I
Introduction to Marketing and Marketing Environment : defining marketing and its concepts,
marketing management, pillars of marketing philosophy, marketing environment macro and micro
environment
Unit II
Consumer Buying Behaviour : consumer buying, consumer decisions and buying behaviour, factors
influencing consumer behaviour
Unit III
Market Segmentation and Target Selection : rationale of segmentation, mass marketing, product
differentiation, market segmentation bases, and target selection
Unit IV
Product Decisions-Product Development and Life Cycle : product concept and categories,
product levels and mix, packaging and labelling, new product development and its process, business
analysis, product life cycle, and innovation diffusion
Unit V
Pricing Decisions, Advertising and Distribution channels : market structure and pricing
decisions, pricing method and strategy, and pricing new product, defining advertising its types imc,
media selection and advertising effectiveness, distribution channel Concept and functions, levels
coverage, channel management, logistics and physical management
Unit VI
New Developments in Marketing : artificial intelligence in marketing, neuromarketing, digital
marketing, green marketing, b2b marketing, sustainable marketing, strategic marketing

Text Books:
1. MARKETING by HARSH V VERMA AND EKTA DUGGAL, OUP India

References:
1. MARKETING MANAGEMENT by RAJAN SAXENA, Tata McGraw Hill, India

2. MARKETING MANAGEMENT, INDIAN CONTEXT GLOBAL PERSPECTIVE by RAMASWAMY,


NAMAKUMARI, SAGE PUBLICATIONS

Session 2022-23 Page:1/2


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