Course

Unit1

Fundamental Concept of Marketing

Market- meaning, definition, features, classification of markets. Marketing- introduction, definition of marketing, evolution of marketing objectives of marketing, features, functions of marketing, marketing and selling, importance of marketing, modern marketing, features, Marketing management, task of marketing manager

Unit2

Marketing Mix, Market Segmentation, Targeting and Positioning

Marketing mix – meaning, definition, elements of marketing mix. Marketing environment- Strategies to deal with internal and external (Micro and Macro) marketing environment, the marketing process-marketing strategy. Segmentation-meaning, definition, nature, benefits, patterns of segmentation, methods of segmentation (bases). Targeting – meaning, strategies, nature, benefits. Positioning – meaning, benefits, and techniques of product positioning. Case study.

Unit3

Marketing Research and Information System

Meaning, definition, objectives, benefits, scope, types, marketing research process, methods of data collection- observation, experimental, survey etc. Marketing information system-meaning, need for and importance of marketing information system, marketing information system and marketing research, marketing intelligence. Case study.

Unit4

Product Management

Product: Meaning, definition, classification, product planningand development, product line, product mix, product standardization. product life cycle- strategies in different phases, stages in newproduct development, marketing myopia. Branding- an introduction to branding Case study.

Unit5

Advertising and E-Marketing

Types of advertising, types of media in advertising – features – advantages – disadvantages, Structure of an advertising agency – small, medium, national, in-house. E-Marketing and E- commerce and M-commerce – introduction – Nature, Importance, types, advantages, and disadvantages.

Course Objective:

The objective of the course is to provide fundamental marketing concepts to students with the help of lecture method, discussion, role play, case studies, and applications of basic marketing concepts in the real world.

Course Outcomes:

The student will be able to:

CO1: Describe key marketing concepts, theories, and techniques.

CO2: Compare market mix, segmentation, target, and positions of different products.

CO3: Learn the methods for conducting marketing research and MIS

CO4: Understand the process of new product development &management

CO5: Learn the concepts of advertising and E-marketing

Textbooks:

1. Kotler Philip, Armstrong Gary- Principles of Marketing- Pearson
2. Kotler, Keller, Koshy, and Jha – Marketing Management – Pearson
3. Cundiff, Edward W et al – Basic Marketing: Concepts, Decisions & Strategies – PHI,
4. Stanton J. et al – Fundamentals of Marketing – McGraw Hill.

References:

1. Kotler Philip, Armstrong Gary- Principles of Marketing- Pearson
2. Evance& Berman- Marketing Management – Cengage Learning
3. McDaniel, Lamb, Hair – Principles of Marketing – Cengage Learning
4. Stanton J. et al – Fundamentals of Marketing – McGraw Hill
5. Cundiff, Edward W et al – Basic Marketing: Concepts, Decisions and Strategies – PHI