SVKM’s NMIMS ASMSOC – Course Outline

Course
Code
Course Principles of Marketing
Title
Course
Instructor/s
Course 4
Credit
Program F.Y.B.Com. (Hons.) Semester II
and
Semester
Pre-
Requisite
Learning CLO 1- Acquiring conceptual clarity of marketing as a function.
Objectives CLO 2 - Ability to analyse the importance and impact of the marketing
function in an organisation.
CLO 3- Demonstrating the ability to evolve marketing strategies for
organisational benefits
Learning 1. The students should be able to recall, relate and infer the marketing
Outcomes concepts to adapt to the business environment.
2. The students should develop and demonstrate marketing skills to
apply and extend its role in an organisation.
3. The students should be able to design and develop integrated
marketing strategies for products for organisational and societal
benefits
Course
Description
Evaluation Specific % Weightage AOL Intended CLOs to
Pattern – Assessment Instruments be Assessed
Internal Methods /
Assessment Task
(out of 50 CL CL CLO
marks) O1 O2 3
Exercises 40% (i.e., 20 Case - yes yes yes
/Quizzes marks out of studies
50)
Presentation 20% (i.e., 10 Topics from yes yes No
marks out of the syllabus
50)
Assignments 40% (i.e., 20 Application- yes yes yes
marks out of based
50) activities
 Course Session Plan

Session Topics / Module Chapters (Mention Page Numbers)

/ Articles / Cases / Material and
Activities
1-12  Introduction and Goals of Marketing 1. Kotler Philip, Keller Kevin,
 Core marketing concepts – Need, Marketing Management. 15e,
Wants and Demand, Target Markets, Pearson (pp 3-30, 68-69)
Positioning and Segmentation, 2. Ramaswamy V.S. and
Offerings and Brands, Marketing Namakumari S. Marketing
Channels, Paid, Owned and Earned Management –Fourth edition,
Macmillan 4e (pp 11-104)
Media, Impressions and
Recent articles from ET Brand
Engagements, Value & Satisfaction,
Equity, et, HBR, and Forbes
Supply Chain, Competition and
Marketing Environment
 Scope of marketing
 Company orientation to the
marketplace
 A brief introduction to the Marketing
Mix concept
 Creating value for the customer-
Tangible & Intangible Benefits
 Customer Value Delivery Process –
Selection, creation, communication,
delivery, capturing the value back
and enhancing the value
Analysing the marketing environment –
meaning and importance, Marketing
Environment of India

CLO 1, 2, and 3
13-20  Introduction to Consumer Behaviour 1. Kotler Philip, Keller Kevin,
- Model of Consumer Behaviour (in Marketing Management. 15e,
brief) Pearson (pp 165-189, 491-493)
 Factors influencing Buyer Behaviour
- Cultural, social and personal Recent articles from ET Brand
 Psychographic Process/factors Equity, et, HBR, and Forbes
 Motivation - Marketing
applications of Maslow’s theory
 Perception - Perceptual process in
marketing)
 Attitude - Multi-attribute Attitude
Model
  Integration – compensatory and
non-compensatory, Heuristics
 Learning - Marketing examples of
Classical and instrumental
conditioning
 Emotions and Memory (in brief)
 Buying Habits/Shopping Behaviour
 Stages Consumer goes through
 Consumer Behaviour in adopting
New Products – Individual
Differences and innovation adoption
model
 Participants in Buying Decision –
Buying Roles

21-28  Segmentation 1. Kotler Philip, Keller Kevin,

 Definition and importance, the
basis of segmentation,
Geographic, Demographic,
Psychographic and Behavioural
 Attributes of Effective
Segmentation
 Multilevel Segmentation
 Target Market Selection – Single-
segment concentration, Market
specialisation, Product specialisation,
Full market coverage
Differentiating through Multiple
Sources, Product Differentiation,
Differentiation through tangible and
Intangible Benefits, Criteria for
effective Differentiation
Koshy Abraham and Jha
Mithileshwar. Marketing
Management. A South Asian
Perspective; 14th edition,
Pearson (pp 265-285, 297-313)
2. Ramaswamy V.S. and
Namakumari S. Marketing
Management –Fourth edition,
Macmillan (pp 296-313)
Recent articles from ET Brand
Equity, et, HBR, and Forbes

Excluded: Service Differentiation

 Positioning - Definition, Tasks
involved in Positioning: Frame of
reference, POP, POD, the brand
mantra

29-50  Product 1. Kotler Philip, Keller Kevin,

Marketing Management. 15e,
Pearson (pp 395-404, 409-424,
  product levels, Classification of 499-526, 536-559, 568-569, 574-
products, Product line and mix 594, 599-614,621-641, 648-666,
decisions 324-347)
 Packaging, labelling, Warranties Recent articles from ET Brand
and Guarantees Equity, et, HBR, and Forbes
 Pricing
 Factors affecting price
determination (only consumer
psychology)
 Procedure for setting prices
 Pricing policies and strategies
(already covered in setting the
price)
 Place
 Nature and importance of
distribution channels
 Types and functions of
distribution middlemen
 Channel design decisions
 Channel management decisions
 Retailing and Wholesaling (Only
Concepts)
Exclusion – service sector channels
 Promotion
 Promotion Decision:
Communication process (In brief
with marketing examples)
 Promotion tools: Their
Characteristics and relative merits,
and limitations
 Designing promotion campaign
Exclusions: Response hierarchy models
 Brands
 The role of Brands
 Scope of branding
 Customer-based brand equity
 Building brand equity
 Measuring brand equity
  Crafting a brand positioning
(Already covered in positioning)
 Managing a brand
Excluded: brand equity Models
51-56  Strategic Marketing at the corporate 1. Kotler Philip, Keller Kevin,
level – Intensive growth (Ansoff Marketing Management. 15e,
matrix) Product life cycle and its Pearson (pp 363-385)
marketing implications
2. Arun Kumar, N Meenakshi,
Marketing Management –
 Strategic Marketing at the Business
Vikas
level –Timing tactics and Market
Recent articles from ET Brand
location tactics (Market leader’s
Equity, et, HBR, and Forbes
defense strategies and market
follower’s attack strategies)
 Green Marketing 1. Kotler Philip, Keller Kevin,
 Digital Marketing Marketing Management. 15e,
 Social Marketing and cause-related Pearson (723-734)
marketing Recent articles from ET Brand
 Ethics in Marketing (Briefly) Equity, et, HBR, and Forbes

Prescribed Text Books:

1. Kotler Philip, Keller Kevin, Marketing Management. 15e, Pearson
Reading
List and References:
References 2. Ramaswamy V.S. and Namakumari S. Marketing Management –
Planning, Implementation and Control. Fourth edition, Macmillan
3. Saxena, Rajan. Marketing Management. Fourth edition, Tata McGraw
Hill Publishing Co., New Delhi
4. John Fahy & David Jobber, Foundations of Marketing, 4th Edition, Tata
McGraw Hill Publication.
5. Arun Kumar &N Meenakshi, Marketing Management, Vikas
Publications
6. Schiffman, L.G. and Kanuk L.L. Consumer Behavior. Prentice-Hall,
India

Prepared by Faculty Approved by Program Approved by Associate Deans

Members Chairperson
Ms. Richa Saxena

Approved by I/C Dean –

ASM SOC