Principle of Marketing - Syllabus
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Paper Code: 212505
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Marks: 100
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Credits: 4
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Class Hours: 60
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Paper Title:
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PRINCIPLES OF
MARKETING
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1. Creating and Capturing Customer Vatue: What
is marketing? Understanding the marketplace and customer needs. Designing a customer
driven marketing strategy. Preparing an integrated marketing plan and program
Building customer relationship. Capturing value from customers. The changing
marketing landscape.
2. Company and Marketing Strategy-Partnering
to Build Customer Relationships: Company-wide strategic planning. Planning marketing.
Marketing strategy and the marketing mix. Managing the marketing effort.
Measuring and managing return on marketing investment.
3. Analyzing the Marketing Environment:
The Company's microenvirorrment. The company's macro environment. Responding to
the marketing environment.
4. Markets and Their Buyer Behavior: Consumer
Markets and Consumer Buyer Behavior: Consumer market Model of consumer
behavior. Characteristics affecting consumer behavior. Types of buyer decision
behavior. The buyer decision process. The Buyer decision process of new
products. Business Markets and Business Buyer Behavior ; Business market.
Business Buyer behavior. Institutional and government markets.
5. Customer-Driven. Marketing Strategy:
Creating value for Target Customers: Market segrnentation. Market targeting.
Differentiation and positioning.
6. Products, Services, and Brands: Building
Customer value: What is Product? Product and service decisions. Branding
strategy: building strong brands. Services marketing : nature and characteristics
of a service--Marketing strategis for service firms.
7. New Product Development and Product Life
Cycle Strategies: New product development strategy-The new product
development process. Product life cycle strategies. Additional product and
service considerations.
8. Pricing: Understanding and Capturing
Customer Value and Pricing Strategies: What is a price? Factors to consider
when setting prices. New product pricing strategies. Product mix pricing
strategies. Price adjustment strategies. Price changes.
9. Marketing Channels: Delivering Customer
value & Relating and Wholesaling: Supply chains and the value delivery
network. The nature and importance of marketing channels. Channel behavior and
orgainization. Channel design decisions. Channel management decisions.
Retailing-Wholesaling.
10. Communicating Customer Value:
Integrated Marketing Communications Strategy: The promotion mix. Integrated
marketing communications. A view of the communication process. Steps in
developing effective marketing communication. Setting the total promotion budget
and mix. Socially responsible marketing communication.
11. The Global Market Place: Global
marketing today. Deciding whether to go global. Deciding which markets to enter.
Deciding how to enter the market. Deciding on the global marketing program.
Deciding on the global marketing organization.
12. Sustainable Marketing: Social
Responsibility and Ethics: Sustainable Marketing. Social criticisms of
marketing. Cousumer actions toward sustainable Marketing. Business actions toward
sustainable marketing.
Books Recommended:
1. Philip
Kotler & Gary Armstrong : Principles of Marketing, Pearson Prentice
Hall, Upper Saddle River, New Jersey