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B.COM (H) – GE- 4 - Semester IVPRINCIPLES OF
MARKETING
Author:
Dr.Rashmi Ranjeeta Das
Edited By:
Dr.Sujit Kumar Acharya
Dr.Biswo Ranjan Mishra
UTKAL UNIVERSITY
Directorate of Distance & Continuing Education
Bhubaneswar
, SYLLABUS
(GE-4)
Principles of Marketing
Objective: The objective of this course is to provide basic knowledge of concepts,
principles, tools and techniques of marketing.
Contents:
Unit I: Introduction:
Nature, scope and importance of marketing; Selling vs Marketing; Marketing mix,
Marketing environment: concept, importance, and components (Economic,
Demographic, Technological, Natural, Socio-Cultural and Legal).
Consumer Behaviour and Market segmentation:
Consumer Behaviour: Nature and Importance, Factors influencing consumer buying
behaviour. Market segmentation: concept, importance and bases; Product
differentiation vs. market segmentation.
Unit II: Product:
Concept and importance, Product classifications; Concept of product mix; Branding,
packaging and labeling; Product life-cycle; New Product Development Process
Unit III: Pricing, Distribution Channels and Physical Distribution
Pricing: Significance, Factors affecting price of a product, Pricing policies and
strategies, Distribution Channels and Physical Distribution: Channels of distribution -
meaning and importance; Types of distribution channels; Factors affecting choice of
distribution channel
Unit IV: Promotion and Recent developments in marketing:
Promotion: Nature and importance of promotion; Communication process; Types of
promotion: advertising, personal selling, public relations & sales promotion, and their
distinctive characteristics. Recent developments in marketing: Social Marketing,
online marketing, direct marketing, services marketing, green marketing, Rural
marketing; Consumerism
Learning outcome: After the completion of this paper, the students will able to
identify marketing components and fit them in the value chain along with the various
marketing strategies.
Text Books Recommended
1. Marketing Principles and Management-Sherleker and Pany-- Himalaya Publishing
House
2. Kotler, Philip, Gary Armstrong, Prafulla Agnihotri and AhsanUlHaque. Principlesof
Marketing. 13thedition. Pearson Education.
Suggested Readings:
1. Principles of Marketing, Bajaj, Kaur, Kalyani Publishers, New Delhi.
2
,2. Principles of Marketing , R.K. Mittal , A. Sharma, V .K. Global Pub. Pvt. Ltd, New
Delhi.
3. Marketing Management & Human Resource Management: Verma et.al, Oxford
University Press.
4. Lamb, C. W., Hair, J.F. and Sharma, D. MKTG, Cengage Learning
5. Principles of Marketing M K Nabi, K C Raut, Vrinda Publications (P) Ltd
6. Arun Kumar – Marketing management – Vikash Publication
7. Rudani R.B – Basics of Marketing Management – S. Chand
8. Majaro, Simon. The Essence of Marketing. Prentice Hall, New Delhi.
9. Zikmund William G. and Michael D’Amico. Marketing; Creating and Keeping
Customers in an E-Commerce World. Thomson Learning.
10. Chhabra, T.N., and S. K. Grover. Marketing Management. Fourth Edition.
DhanpatRai& Company.
3
, CONTENTS
UNIT- 1- INTRODUCTION TO MARKETING
1.0 Objectives
1.1 Introduction to Marketing Management
1.2 Difference between Selling and Marketing
1.3 Process of Marketing Management.
1.4 Marketing Tasks.
1.5 Scope of Marketing.
1.6 Core Concept of Marketing.
16.1 Demand Management in Marketing.
1.7 Marketing Management Philosophies
1.7.1 Production Concept.
1.7.2 Product Concept.
1.7.3 Selling Concept.
1.7.4 Marketing Concept.
1.7.5 Social Marketing Concept.
1.7.6 Holistic Concept
1.8 Marketing in Economic Development Process
1.9 Marketing Environment.
UNIT- 1- CONSUMER BEHAVIOUR & MARKET SEGMENTATION
2.1 Identification of market
2.2 Market Segmentation
2.3 STP Approach
2.4 Market Information System (MIS)
2.5 Market Research
2.6 Consumer Behaviour
2.7 Demand Forecasting
UNIT- 2: PRODUCT
3.1 Product
3.1.1 Product Classification.
3.1.2 Product Strategies.
3.1.3 New Product Development.
3.1.4 Product Life Cycle and Marketing Mix.
3.2 Branding Strategy
3.3 Labeling Strategy
3.4 Packaging Strategy
UNIT- 3: PRICING ,DISTRIBUTION CHANNEL & PHYSICAL DISTRIBUTION
31 Pricing Methods and Strategy.
3.2 Distribution System
3.3 Function of Wholesaler and Retailer
UNIT- 4-PROMOTION
4.1 Integrated Marketing Communication (IMC)
4.2 Tools of Promotion
4.3 Promotional Strategy
UNIT- 4- RECENT DEVELOPMENT IN MARKETING
5.1 Marketing of Services
4
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