*PRINCIPLES OF MARKETING* SYLLABUS

(MBCC1141)

Faculty Name INDRANEEL GANGULI

Cabin Location
Credits & Contact Hours 3 Credits (30 Hrs) / 20 classes @1.5hours
Office Hours
Faculty Email ID reachig@gmail.com

Principles of Marketing
Course Learning
A comprehensive concept about Marketing, its genesis, importance, relevance, trends, and
Outcome
modern / future methods to create markets and awareness for brands in the phygital
world.
Apply key marketing theories, frameworks and tools to understand brands and solve
CLO#1
marketing problems.
CLO#2 Apply conceptual knowledge and analytical skills to systematically analyze buyer behavior.
CLO#3 Position products / services against market needs and competitive offerings.
Develop integrated marketing strategies as well as evaluate and propose appropriate
CLO#4 activities and organisational structures to implement and control the chosen strategy
effectively.

Course Description

A 10-module course that gives the students a conceptual and practical idea about Marketing. It is designed with a
balance between theoretical and practical illustrations, spanning B2C, B2B, and D2C environments. Studying
marketing through this intervention will help MU MBA students understand why customers think or behave in a
certain way while buying something. They will also understand their needs, how to persuade them, and how
customers' actions can benefit businesses.

Course Objectives (Key-takeaways from the course)

An insight into how Principles of Marketing presents basic marketing concepts, the marketing mix, corporate social
responsibility, global marketing, consumer decision-making, market segmentation, target marketing, and marketing
research.

An understanding of the brand build, product, selling, marketing, and the societal marketing concepts.

Required/Recommended Text Books

1. Marketing Management, Philip Kotler

2. Permission Marketing, Seth Godin

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 3. Positioning – the battle for your mind, Al Ries & Jack Trout
4. Hacking Growth, Morgan Brown & Sean Ellis
5. Building a Brand Story, Donald Miller
6. No Money Marketing, Jessie Paul
7. Contagious – why things catch on, Jonah Berger

Additional Reference Material

To be provided in class.

Evaluation Components

Assignment Type Number Weightage

Case Studies (Group Project / Mid-term) 2 30%
Field Study & Plan (Group Project / Mid-term) 1 30%
Theoretical Paper (Individual / Final Exam) 1 40%

Session Plan & Readings

Session Topic References

The Origin of Brands: How Product Evolution Creates Endless
Possibilities for New Brands
1 Genesis of Branding Al Ries and Laura Ries

Class Notes
The Online Marketplace Advantage
Phillipe Corrot
2 Understand the Marketplace Adrien Nussenbaum

Class Notes
Winning and influencing customers
UC Mathur
3 Understand the Customer
Class Notes
Marketing Management
Philip Kotler
4 Value-driven Marketing Strategy
Class Notes
Marketing Management
Philip Kotler
5 Marketing Program
Class Notes
The Customer of the Future: 10 Guiding Principles for Winning
Tomorrow's Business
6 Customer Engagement Blake Morgan

Class Notes
Customer Relationship Marketing: theoretical and managerial
perspectives
7 Relationship building Naresh K Malhotra
James Agarwal

2
 Class Notes
8 Customer LTV Class Notes
Wall Street Journal
Various Publications
9 Future Outlook
Class Notes
Contagious – why things catch on
Jonah Berger
10 Social Media Marketing
Class Notes

Learning Management System

We use the course management system Juno. Refer to the course URL for announcements, course
information and supplementary course material. Your access to LMS will be enabled by the time
you register with Mahindra University.

Attendance & Punctuality

Attendance is an important aspect of studying at Mahindra University. You have to be present in
all the classes. Absence is only appropriate in cases of extreme personal illness, injury, or close
family bereavement. Voluntary activities are never valid reasons for missing any class.

MU follows strict 75% attendance policy. Any student having less than the minimum
attendance shall be debarred from writing the exam and will be given a mandatory ‘F’ in the
course.

Late arrival is disruptive to the class; so, you have to be in class before the scheduled time. Most
courses meet twice a week during the day. Normally there are no classes scheduled on weekends
or in the late evenings, but there are exceptions. Class and Exam schedules are posted on Euclid.
Any change in the class schedule is notified in advance.

Many professors choose to base part of the course grade on class participation, which may include
an attendance component. If you find it necessary to miss a class or make a late submission, you
must seek permission from the instructor in advance. In case of illness, the professor may also
require a letter of confirmation from a qualified doctor.

External Websites Disclaimer

Neither the professor nor Mahindra University are responsible for the content of external
websites discussed in the classroom and/or linked to via online course materials, emails, message
boards, or other means.

Referred websites are for illustrative purposes only, and are neither warranted nor endorsed by
the professors. Web pages change frequently, as does domain name ownership. While every
effort is made to ensure proper referencing, it is possible that students may on occasion find
materials to be objectionable for reasons beyond our control.

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Copyright
The content provided by the instructor in the class is copyrighted. Please do not distribute or
share this material with external entities without the explicit consent of the author.

Student Code of Ethics

• Each student enrolled in this course accepts personal responsibility to uphold and defend
academic integrity and to promote an atmosphere in which all individuals may flourish.
• The Student Code of Ethics strives to set a standard of honest behavior that reflects well
on students and the school. All students enrolled in these courses are expected to follow
the explicit behaviors detailed in the Student Code of Ethics in the MUSOM student
handbook.

Code of Ethics
• Do not use notes, texts, solution manuals, or other aids for a quiz or exam without
instructor authorization.
• The use of AI tools such as ChatGPT, Quillbot, etc is prohibited. You are expected to
understand and write the language in your assignments. If you use such tools, you are
expected to inform in the document.
• Do not copy the work of others and/or allow others to view your answers or copy your
work during a quiz, exam, or on homework assignments.
• Do not allow other parties to assist in the completion of your quiz, exam, homework,
paper, or project when not permitted.
• Do not work with other students on projects or assignments without authorization from
the course instructor. Properly cite and specifically credit the source of text, graphic, and
web materials in papers, projects, or other assignments.
• Do not forge the signature of an instructor, advisor, dean, or another student. Provide
truthful information for class absences when asking faculty for excused absences or for a
make-up for a quiz, exam, or homework.
• Respect the property, personal rights, and learning environment of all members of the
academic community. Live up to the highest ethical standards in all academic and
professional endeavors.

Note: Students who violate the Student Code of Ethics will be reported to the Dean's office and
may be subject to penalties described in the Code of Student Life, including suspension from the
School. Mahindra University SoM is committed to upholding the integrity of the University's
academic mission.
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