PRINCIPLES OF MARKETING

Paper Code: 
BSG 116
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

 

               Course Outcomes

Learning and teaching strategies

Assessment Strategies

  
 

On completion of this course, the students will be able to:

CO27: Interpret and analyze financial statements.

CO28: Examine the various financial reports.

CO29: Analyze the company’s statements using Ratio Analysis and Cash Flows.

CO30: Analyze the accounting reports and records and implement the tools of analysis in solving finance problems.

CO31: Examine required accounting standards to fulfill their professional responsibilities. 

Class lectures

Seminars

Tutorials

Group discussions and Workshops

Question preparation

 

 

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

  

 

9.00
Unit I: 
Introduction
 
• Marketing concepts, Marketing philosophies
• Selling Vs. Marketing
• Marketing mix (4 Ps of Marketing)
• Market Segmentation (Elementary concepts)
9.00
Unit II: 
Product
 
• Concepts, Levels of product
• Product Life Cycle 
• New product development process
• Product line concepts & Product line policies
• Product Standardization vs. Product Adaptation
9.00
Unit III: 
Pricing
 
• Pricing objectives
• Pricing methods and process
• Factors influencing pricing decision
9.00
Unit IV: 
Physical distribution
 
• Physical distribution concepts
• Functional areas of physical distribution
• Levels of distribution channels (Consumer goods & Industrial goods)
• Factors influencing selection of distribution channels
9.00
Unit V: 
Promotion mix
 
• Advertising: Meaning, Medias
• Merits and demerits of different types of media
• Sales Promotion: Meaning, Consumer promotion & Dealer promotion tools 
• Public Relations: Meaning, Tools, Personal Selling: Meaning, Process
• Direct Marketing: Meaning, Importance
Essential Readings: 
• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Fourteenth Edition), A South Asian Perspective; Pearson.
• Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd.
• Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning Implementation and Control, Delhi: Macmillan India Ltd.
• Kothari, Rakesh; Mehta, Anil and Sharma, Ashok, Marketing Management¸ Ramesh Book Depot,Jaipur
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
References: 
 
• Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd
• Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press
• Ahuja Vandana, Digital Marketing, Oxford Higher Education
• Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill.
 
 
e-RESOURCES
• Consumer Behavior: Global Edition, Pearson Education (Thinktank), ProQuest Ebook Central, IISuniversity2020
 
JOURNALS
• Consumer Behaviour
• Journal of Marketing
• Marketing Management
Academic Year: 
2022-2023
  • Printer-friendly version
  • PDF version