FUNDAMENTALS OF MARKETING (Generic Elective)

Paper Code:

GBSG 401

Credits:

Contact Hours:

60.00

Max. Marks:

100.00

Objective:

COURSE OUTCOME(COS):

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

CO 1: Categorize 4 P’s and develop conceptual skill to segment the market of a business firm.

CO 2 : Correlate the concept of PLC with the different products available in the market and understand the strategies applied at each stage.

CO 3 : Price the new products for the firm keeping in mind the factors affecting the pricing decision and the method adopted for the same.

CO 4: Enhance knowledge regarding the levels of distribution channels and the various factors that influence the choice to select the distribution channel and select the distribution channel for different kind of products available in the market

CO 5 : Develop the skills to design the promotion-mix strategies

Approach in teaching:

Interactive Lectures, Discussion, PPT, Sharing web links.

Learning activities for the students:

Self learning assignments, Role plays, presentation, case study discussions.

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group Projects

10.00

Unit I:

Introduction to Marketing

· Concepts

· Marketing philosophies

· Selling Vs. Marketing

· 10 entities for Marketing.

· Marketing mix (4 Ps of Marketing)

Concept of STP (Segmentation, Targeting and Positioning

14.00

Unit II:

Product

Concepts
Levels of product
Product classification
Product Life Cycle
New product development process
Basic concepts of Labelling and Packaging

14.00

Unit III:

Pricing & Physical Distribution

Concepts
Pricing objectives
Factors affecting pricing decisions
Introduction to Cost based pricing methods and Demand based pricing methods

Physical distribution

Concepts
Functional areas of physical distribution
Levels of distribution channels (Consumer goods & Industrial goods)
Factors influencing choice of distribution channels

12.00

Unit IV:

Promotion

· Concepts

· Promotion mix- Concept, Introduction to Advertising

· Sales Promotion

· Public Relations

· Personal Selling

Direct Marketing

10.00

Unit V:

Consumer Behavior & Marketing of Services

Concepts
Factors affecting consumer behavior
Consumer buying decision process
Buying Decision roles.

Marketing of Services

Concepts, Unique characteristics of services, Extended P’s of Marketing
Difference between marketing of Goods and Services

Essential Readings:

Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha, Marketing Management, A South Asian Perspective, Pearson Education
Rajan Saxena, Marketing Management, Tata McGraw Hill
Dave Chaffey, Fiona Ellis, Chadwick, Digital Marketing: Strategy, Implementation and Practice, Pearson
Bateson, Hoffmam, Services Marketing, Cengage Learning
Ahuja Vandana, Digital Marketing, Oxford Higher Education

References:

Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, PHI Learning Private Ltd.
John Mullins, Orville C. Walker, Harper W. Boyd, Marketing Management-A Strategic Decision-Making Approach, Tata McGraw Hill
Chandra Bose, Modern Marketing: Principles and Practice, PHI Learning Private Ltd.

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