Fundamentals of Marketing

Paper Code: 
ABM 101
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course outcomes

Learning and teaching strategies

Assessment Strategies

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

CO1: Analyze the basic concepts of marketing, markets and marketing environment;

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching

Learning activities for the students:

Self learning assignments, Effective questions, Giving tasks

Continuous assessment test, Semester end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects

CO2: Develop strategies and plans consistent with the marketing needs;

 

CO3: Conduct an in-depth analysis of 4 P’s of marketing;

 

CO4: Describe and discuss consumer behavior.

 

 

10.00
Unit I: 

Introduction to Marketing
Emergence of Marketing, Different Marketing Concepts /Philosophies, Difference between Selling and Marketing, Holistic Marketing Concept, Core concepts of Marketing, Markets: Perfect Competition, Monopoly. Oligopoly, Monopolistic Competition.

9.00
Unit II: 

Marketing Environment
Introduction, Need and Importance of Environment Analysis, Methods of Analysis-SWOT, PEST, and ETOP.

9.00
Unit III: 

Product
Concepts, Levels of product, Product Life Cycle, New product development process, Product line concepts, Product line policies, Product Standardization vs. Product Adaptation.

Pricing
Pricing objectives, pricing methods and process, Factors influencing pricing.

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

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
Introduction and importance of Personal Selling and Direct Marketing

8.00
Unit V: 

Consumer Behavior
Meaning and Definition, Consumer & Target Market, Cultural and Social Influences on Consumers, (Culture, Social Class, Reference Groups, Family & Demographics)

Essential Readings: 

• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd.
• Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill
• Namakumari & Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi.

References: 

• Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi 2013, 9th edition
• Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing ,Tata Mc Graw Hill Education Pvt. Ltd 2010
• Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing: Text and Cases, Tata Mc. Graw Hill Education Pvt. Ltd. 2009

Academic Year: 
2022-2023
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