Course

Unit 1

Marketing: Meaning and Definition – Importance and Goals – Classification of Markets – Approaches to Marketing – Functions – Concepts of Marketing – Societal Marketing, Holistic Marketing, Relationship Marketing, Integrated Marketing, Internal Marketing and Performance Marketing.

Unit 2

Marketing Environment: Meaning – Types – Demographic, Economic, Natural, Political, Legal and socio-cultural environments – Market Segmentation – Meaning and Definition – Importance – Bases of Market Segmentation – Consumer Behaviour – Factors influencing Consumer Behaviour – Buying Decision Process.

Unit 3

Marketing Mix: Meaning and Elements – Product, Product Mix, Product Line, Product Life Cycle (PLC) – Product Planning – New Product Development – Branding, Packaging and Labelling – Types – Importance – Product Positioning, Product Differentiation – Concept and Importance – Pricing – Factors Influencing Pricing – Methods of Pricing.

Unit 4

Promotion: Nature and Importance – Promotion Tools: Advertising, Personal Selling, Direct Marketing, Public Relations & Sales Promotion – Concept and Characteristics – Promotion mix – Concept and Factors affecting Promotion Mix Decisions. Distribution – Channels of Distribution – Meaning and Importance – Types – Influential Factors in Selection of Distribution Channel – Functions of Middlemen.

Unit 5

Ethical Marketing – Green Marketing – Rural Marketing – Content Marketing – Digital Marketing – Social Media Marketing – E-Commerce: Business to Business (B2B), Business to Consumer (B2C), Consumer to Consumer (C2C), Consumer to Business (C2B), Business to Administration (B2A), Consumer to Administration (C2A).

Course Objective:

The objective of this course is to provide students with a comprehensive understanding of the principles and practices of marketing, and to equip them with the skills necessary to effectively navigate and make strategic decisions in diverse marketing environments. It also aims to expose students to various marketing concepts, strategies, and tools, including digital and ethical marketing practices.

Course Outcomes:

The students will be able to:

CO1: Upon completion of this unit, students will understand the fundamental concepts and importance of marketing, including various approaches and concepts such as societal marketing, holistic marketing, relationship marketing, integrated marketing, internal marketing, and performance marketing. They will also learn about the classification of markets and the goals of marketing.

CO2: This unit will equip students with an understanding of the various types of marketing environments and their impact on marketing strategies. Students will also gain knowledge about market segmentation, consumer behavior, and the factors influencing consumer buying decisions.

CO3: After studying this unit, students will comprehend the concept of the marketing mix and its elements, including product planning, new product development, branding, packaging, and labeling. They will also learn about product positioning, product differentiation, and various factors and methods of pricing.

CO4: This unit will enable students to understand the nature and importance of promotion, including various promotion tools like advertising, personal selling, direct marketing, public relations, and sales promotion. They will also learn about the concept of promotion mix, distribution channels, and the functions of middlemen.

CO5: Upon completion of this unit, students will be aware of ethical marketing, green marketing, rural marketing, content marketing, digital marketing, and social media marketing. They will also understand the different models of e-commerce, including B2B, B2C, C2C, C2B, B2A, and C2A.

Textbooks:

1. S.N. Pillai, Bagavathi – Modern Marketing: Principles and Practices – S. Chand
2. Carl McDaniel, Charles W. Lamb, Joseph F. Hair – Marketing Essentials – Cengage

References:

1. Ramaswamy S., Namakumari S – Marketing Management – McGraw-Hill
2. Armstrong Gary, Kotler Philip – Principles of Marketing – Pearson
3. Kotler Philip, Armstrong Gary, Agnihotri Prafulla, Ehsan Ul Haque – Principles of Marketing – A South Asian Perspective – Pearson