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    BMS - DSC - 6 Principles of Marketing

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    BMS - DSC - 6 Principles of Marketing

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    goutam.rana3060
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    BMS - DSC -6 Principles of Marketing

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    11 views2 pages

    BMS - DSC - 6 Principles of Marketing

    Uploaded by

    goutam.rana3060

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 2

    DSC 6: PRINCIPLES OF MARKETING

    Course Objective(s): This course aims to familiarize students with the marketing function in
    organizations. It will equip the students with understanding of the Marketing Mix elements and
    sensitize them to certain emerging issues in Marketing.

    Learning Outcomes:
    ⮚ Understand the concept of marketing and related concepts.
    ⮚ An in-depth understanding to various elements marketing mix for effective functioning of
    an organization.
    ⮚ Learn some of the tools and techniques of marketing with focus on Indian experiences,
    approaches and cases.

    Course Contents:
    Unit 1: Introduction (4 Weeks)
    Nature, Scope and Importance of Marketing, Evolution of Marketing; Core marketing concepts;
    Company orientation – Production concept, Product concept, Selling concept, Marketing concept,
    Holistic marketing concept. Marketing Environment: Demographic, Economic, Political, Legal,
    Socio cultural, Technological environment (Indian context); Portfolio approach – Boston
    Consulting Group (BCG) matrix.

    Unit 2: Segmentation, Targeting and Positioning (4 Weeks)


    Concept; Levels of Market Segmentation, Basis for Segmenting Consumer Markets; Product
    decisions: Concept of Product Life Cycle (PLC), PLC marketing strategies, Product Classification,
    Product Line Decision, Product Mix Decision, Branding Decisions, Packaging & Labelling.

    Unit 3: Pricing, Promotion and Marketing Channel Decisions (5 Weeks)


    Pricing Decisions: Determinants of Price, Pricing Methods (Non-mathematical treatment),
    Adapting Price. Promotion Decisions: Factors determining promotion mix, Promotional Tools –
    Fundamentals of advertisement, Sales Promotion, Public Relations & Publicity and Personal
    Selling. Marketing Channel Decision: Channel functions, Channel Levels, Types of
    Intermediaries: Wholesalers and Retailers.

    Unit 4: Marketing of Services (2 Weeks)


    Unique characteristics of services, marketing strategies for service firms – 7Ps.

    Suggested Readings
    1. Kotler, P., Armstrong, G., Agnihotri, P. Y., & Ul Haq, E.: Principles of Marketing: A South
    Asian Perspective, Pearson.
    2. Kotler, P. & Keller, K. L.: Marketing Management, Pearson. (15th Edition)

    Additional Readings
    1. Ramaswamy, V. S. & Namakumari, S.: Marketing Management: Global Perspective-
    Indian Context, Macmillan Publishers India Limited.

    Teaching Learning Process


    Lectures, Presentations, Case studies, Test/Quiz, Term paper on a given topic.

    Assessment
    Total Marks: 100
    Internal Assessment: 25 Marks
    End Semester University Exam: 75 Marks
    The Internal Assessment for the course may include Class participation, Assignments, Class
    tests, Projects, Field Work, Presentations, amongst others as decided by the faculty.

    Key Words
    Consumer, Segmentation, Targeting, Positioning, Product, Price, Promotion, Place.

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