Course Outcomes: On successful completion of the course, the Students will be able to
● Understand the basic concepts of marketing and assess the marketing environment.
● Analyse the consumer behaviour in the present scenario and marketing segmentation.
● Discover the new product development & identify the factors affecting the price of a product
in the present context.
● Judge the impact of promotional techniques on the customers & importance of channels of
distribution.
● Outline the recent developments in the field of marketing.
Module No. 1: Introduction to Marketing (12 Hrs)
Fundamentals of Marketing : Importance and Scope of Marketing; Core marketing concepts;
Approaches of Marketing.
Analyzing the Marketing Environment: Components of Environment; Micro & Macro
Environment; Environment specific to the firm; Global Environment , consumer environment,
technology environment, competition environment.
Value Philosophy in Marketing: Understanding the value philosophy, Meaning of value; Value
Creation and Delivery; Value Delivery Process; Value Delivery and Upstream Marketing; Value
Innovation; Co-creation of value
Module No. 2: Consumer Behaviour & Market segmentation (12 Hrs )
Introduction – Factors influencing Consumer Behaviour; Buying Decision Process; Theories of Consumer
Decision Making
Marketing Research Key terms and process of market research; Role of Market Research in the decision
making system.
Market Segmentation, Targeting, Differentiation & Positioning: Levels of Segmentation; Basis for
Segmenting Consumer and Business Markets; Market Targeting , Developing, Communicating and
Positioning Strategy. Elements of Marketing Mix
Module No. 3: Product and Pricing Strategy ( 12 Hrs )
Product Levels; Classifying products; Product Range, Line, Mix; Product Life Cycles; New Product
Development, New Service Development; Stages of Product Development; Adoption Process.
Pricing to Capture Value: Pricing Environment; Consumer Psychology & Pricing; Pricing Philosophy;
Setting Price; Price Adaptations; Initiating Price Changes; Responding to Competitors’ Price Changes
Module No. 4: Marketing Channels & Promotion ( 12 Hrs )
Marketing channels, Functions; Physical Distribution. and Value Networks; The role of Marketing
channels; Channel Design Decisions; Channel Management Decisions; Channel Integration and
Systems; E-commerce, E- Retailing.
Promoting Value: Marketing Communications; Personal Influencers; Marketing Communications
Mix – Advertising, Sales Promotion, Personal Selling, Direct Marketing; Public Relations.
Module No. 5: Advancements in Marketing: (Concepts only ) ( 08 Hrs )
Advancements in Marketing – Social Marketing, online marketing – Search Engine Optimization
(SEO)- green marketing, Rural marketing; Mobile Marketing – Marketing Analytics – Social Media Marketing – Email Marketing – Live Video Streaming Marketing – Network Marketing, Affiliate
Marketing , Chatbots, Influencer Marketing, Global Marketing, Relationship Building and Customer
Retention, Strategic Alliances and Networks
Skill Developments Activities:
● Analyse the marketing environment of your locality and identify need, wants & purchasing
power of customers
● Collect consumer behaviour towards home appliances in your locality.
● Visit any organisation and collect the information towards pricing of the products.
● Visit any wholesalers/Retailers, collect the role of them in marketing.
● Identify the recent developments in the field of marketing.
Any other activities, which are relevant to the course.
Reference Books:
● Philip Kotler (2015), Principles of Marketing. 13th edition. Pearson Education.
● SaxenaRajan, (2017)Marketing Management, Tata McGraw-Hill Publishing Company
Ltd., New Delhi. Fifth Edition.
● Kumar Arun & Meenakshi N (2016), Marketing Management, Vikas Publishing House Pvt. Ltd.,
New Delhi. Third Edition
● Panda Tapan (2008), Marketing Management, Excel books, New Delhi, Second Edition.
● Michael, J. Etzel, Bruce J. Walker, William J Stanton and Ajay Pandit. Marketing: Concepts and
Cases. (Special Indian Edition)., McGraw Hill Education
● William D. Perreault, and McCarthy, E. Jerome., Basic Marketing. Pearson Education.
● Majaro, Simon. The Essence of Marketing. Pearson Education, New Delhi.
● Iacobucci and Kapoor, Marketing Management: A South Asian Perspective. Cengage Learning.
● Chhabra, T.N., and S. K. Grover. Marketing Management. Fourth Edition
Note: Latest edition of textbooks and reference Books may be used
