1.

PRINCIPLES OF L T P C
18MBO405T
MARKETING 3 0 0 3

UNIT I
What Is Marketing?-Marketing Defined-The Marketing Process- Understanding
the Marketplace and Customer Needs-Designing a Customer Value–Driven
Marketing Strategy and Plan- Managing Customer Relationships and Capturing
Customer Value-The Changing Marketing Landscape- Company and Marketing
Strategy Partnering to Build Customer Engagement- Value and Relationships.
UNIT II
Understanding the Marketplace and Consumer Value- Analyzing the Marketing
Environment- Managing Marketing Information to Gain Customer Insights-
Consumer Markets and Buyer Behavior
- Business Markets and Business Buyer Behavior.

UNIT III
Designing a Customer Value-Driven Strategy and Mix-Creating Value for Target
Customers-Products, Services, and Brands Building Customer Value-Developing
New Products and Managing the Product Life Cycle- Pricing Understanding and
Capturing Customer Value, Pricing Strategies- Additional Considerations.

UNIT IV
Marketing Channels Delivering Customer Value- Retailing and Wholesaling-
Engaging Consumers and Communicating Customer-Value Integrated Marketing
Communication Strategy- Advertising and Public Relations- Personal Selling and
Sales Promotion.

UNIT V
Direct, Online, Social Media, and Mobile Marketing-Forms of Direct and Digital
Marketing- Creating Competitive Advantage- Competitor Analysis-Competitive
Strategies-Balancing Customer and Competitor Orientations-Sustainable
Marketing Social Responsibility and Ethics.
TEXT BOOKS
1. Principles of Marketing, Philip Kotler, & Gary Armstrong, 17th Edition,
Pearson Education, 2018.
2. Principles of Marketing, C.B.Gupta, Sultan Chand & Sons.
3. Principles of Marketing, Neeru Kapoor, Prentice Hall India Learning
Private Limited, 2014.
4. Principles of Marketing, Dr. Swati Aggarwal,& Prof. Kavita
Sharma, Taxmann’s2018.