Course

OPEN ELECTIVES-UG (Arts , Humanities and Commerce)

Unit 1

Fundamental concept of marketing – Market- meaning, definition, features, classification of the market, introduction to marketing, definition and scope of marketing, the evolution of marketing concepts, the importance of marketing in business, marketing and selling, Marketing mix- meaning, definition, elements of the marketing mix.

Unit 2

Consumer behavior – meaning, definition, factors influencing consumer behavior, buying process and decision-making, market segmentation- definition, benefits, the pattern of segmentation, targeting- meaning, strategies and benefits, positioning – benefits, and product positioning strategies.

Unit 3

Marketing Strategies- meaning and definition of marketing strategies, steps in drawing up marketing strategies, Product development, and life cycle- marketing strategies based on PLC Pricing strategies, Distribution channels, and logistics

Unit 4

Promotional Techniques, – meaning of promotion, promotion mix, Advertising and public relations, Sales promotions and direct marketing, Digital marketing and social media strategies.

Unit 5

Market Research and Analysis- meaning, Importance of market research, research methodologies, Data analysis and interpretation.

Course Objective:

The course of marketing will be appreciated through the fundamentals of marketing. The course primarily to understand the major elements of marketing mix with emphasis to product gives the basis of marketing.

Course Outcomes:

The student will be able:

CO1: To Develop a comprehensive understanding of foundational marketing concepts, theories, and principles.

CO2: To Analyze and interpret consumer behavior patterns, including factors influencing buying decisions and market segmentation strategies.

CO3: To Explore various marketing strategies such as product development, pricing, distribution, and promotion, and their application in diverse business scenarios.

CO4: To Acquire practical skills in conducting market research, utilizing research methodologies, and interpreting data for informed marketing decisions.

CO5: To Demonstrate critical thinking and problem-solving abilities by applying marketing concepts to real-world situations through case studies, projects, and discussions.

Textbook:

1. Philip Kotler, Gary Armstrong – Principles of Marketing – Pearson

References:

1. Kevin Lane Keller, Philip Kotler – Marketing Management – Pearson
2. Del Hawkins, David L. Mothersbaugh – Consumer Behavior: Building Marketing Strategy –

McGraw Hill

3. Naresh Malhotra, Satyabhushan Dash – Marketing Research: An Applied Orientation – Pearson
4. Dave Chaffey and Fiona Ellis-Chadwick – Digital Marketing: Strategy, Implementation and Practice – Pearson