Course

Unit 1

Marketing – An Overview

Meaning and Definition of Marketing – Marketing Entities – Importance and Functions of Marketing – Difference between Marketing and Selling – Marketing Environment – Micro and Macro Environmental Factors affecting marketing decisions – Legal and regulatory influences on marketing activities.

Unit 2

Consumer Behaviour, Marketing Mix and STP Approach

Consumer Behaviour – Factors Influencing Consumer Behaviour – Marketing Concepts – Marketing Mix – Market Segmentation – Targeting – Positioning – Ethical marketing practices – Consumer rights and protection considerations in marketing decisions.

Unit 3

Product Related Decisions

Product: Meaning, Characteristics, and Classification – Consumer Goods and Industrial Goods – New Product Development Process – Product Life Cycle – Branding – Packaging – Legal aspects of branding, labelling, packaging standards, and intellectual property protection.

Unit 4

Pricing Decisions and Physical Distribution

Pricing: Meaning and Factors Influencing Pricing Decisions – Pricing Objectives and Strategies – Legal constraints on pricing including unfair pricing and competition issues – Physical Distribution: Importance and Components – Types of Marketing Channels – Distribution Problems and regulatory controls.

Unit 5

Marketing Communication

Marketing Communication: Meaning and Importance – Advertising – Publicity – Public Relations – Sales Promotion – Personal Selling – Direct Selling – Legal and ethical issues in advertising, misleading claims, endorsements, and unfair trade practices.

Objectives and Outcomes

1. To introduce the fundamentals of marketing and distinguish marketing from selling in modern business contexts.
2. To examine consumer behaviour, market segmentation, targeting, and positioning with reference to legal and ethical considerations.
3. To analyse product, pricing, and distribution decisions in light of competition law, consumer protection, and regulatory norms.
4. To understand marketing communication tools and their legal boundaries, including advertising standards and unfair trade practices.
5. To enable students to evaluate marketing strategies from a managerial and legal compliance perspective.

Course Outcomes

1. Explain the concepts, functions, and importance of marketing in contemporary business environments.
2. Analyse consumer behaviour and apply STP strategies while considering ethical and legal implications.
3. Evaluate product-related decisions including branding, packaging, and life cycle with reference to intellectual property and consumer laws.
4. Assess pricing and distribution strategies in the context of competition law and market regulations.
5. Interpret marketing communication practices and identify legal issues related to advertising, promotion, and selling practices.

Teaching Methodology: Lecture, Group Discussion, PowerPoint Presentation etc. as per the requirement of each module.

1. Kotler Philip & Keller Kevin Lane. Marketing Management. Pearson Education, New Delhi.
2. Saxena Rajan. Marketing Management. Tata McGraw Hill.
3. Sherlekar S. A. & Prasad Nirmala. Marketing Management. Himalaya Publishing House.
4. Gandhi J. C. Marketing Management. Tata McGraw Hill.