MGT1036 PRINCIPLES OF MARKETING L T P J C

3 0 0 4 4
Pre-requisite Nil Syllabus version
v.1.0
Course Objectives: To develop the ability to
1. Explore and understand the need of study on Marketing
2. Apply the acquired skill in to real world problems
3. Utilize marketing management tools for competitive advantage

Expected Course Outcome: On the completion of this course the student will be able to:
1. Understand the basic principles, theories, concepts and dynamics of Marketing.
2. Apply these principles and tools in case analysis and to practical business decision making
3. Ability to prepare a comprehensive marketing plan.
4. Appreciate and learn more about Marketing as a career.
5. Understand and apply market segmentations
6. Measure marketing performance metrics

Student Learning Outcomes (SLO): 1,2,3, 4, 5, 6,7, 9,10, 11,12,13,16, 17

Module:1 Introduction and overview 6 Hours

Definitions of Marketing, Marketing Vs selling, history of business orientations, meaning of
exchange and value, types of market and ethics in marketing.

Module:2 Analyzing Marketing Environment 6 Hours

SWOT Analysis, types of Environment (Micro and Macro) and Porter ’ s industry analysis

Module:3 Consumer Behaviour 8 Hours

Understanding consumer behaviour , consumer buying decision process, types of consumer
buying behaviour , and organizational buyer behaviour

Module:4 Segmentation, Targeting and Positioning 7 Hours

Levels of segmentation, identification of bases of segmentation, evaluation of segment
attractiveness, targeting one or more segment based on attractiveness, and positioning the product
through different positioning strategies.

Module:5 Four Ps: Product 6 Hours

Product classifications, product levels, product line and mix concept , product life cycle, Ansoff
matrix, BCG mat r ix, branding, packaging and new product development ;
Price: Pricing policies and strategic pricing method;

Module:6 Place 6 Hours

Different types of distribution channels ,importance of channel member relationship;
Promotion:
Integrating marketing communications – advertising, sales promotion, direct marketing, online
marketing and public relations

Module:7 Marketing Plan 4 Hours

Complete marketing plan including executive summary, environment analysis, objectives,
marketing strategy, marketing mix, implementation, financial requirement and control
Module:8 Contemporary issues: 2 Hours

Total Lecture 45 hours

Text Book(s)
1. Kotler, P. and Armstrong, G, (2012), Principles f Marketing, Upper Saddle River, NJ:
Pearson Prentice Hall, 14th International Edition
Reference Books
1. Kotler, P, (2006), Marketing Management, Prentice & Hall, 11th Edition
2 Ramaswamy, V.S and Namakumar i , S, (2010) , Market ing Management -
Global perspective, Indian Context , Om Books, 4t h Edition
Mode of Evaluation: CAT / Assignment / Quiz / FAT / Project / Seminar
Project
1. Project 60 hours
Total Project 60 hours
Recommended by Board of Studies 03-03-2016
Approved by Academic Council 40 Date 18-03-2016