UBBA-401 MARKETING PRINCIPLES 4 Credits
Total Marks: 100
Type: DSC-Major
Lecture-Tutorial-Practical per week: 4-0-0 (L)
Prerequisites: Basic understanding of management functions
Mode of evaluation: IE1
Course Objectives:
● To provide knowledge of the basic principles of marketing and their application
● To learn about the marketing process for different types of products and services
● To understand the tools used by marketing managers in decision situations
● To understand the marketing strategies
Course Outcomes:
After completion of this course, the student will be able to
● Demonstrate strong conceptual knowledge in the functional area of marketing management
● Apply effective understanding of relevant functional areas of marketing management in relevant
areas
● Apply analytical skills in identification and resolution of problems pertaining to marketing
management
● Interpret and implement effective application capabilities of their conceptual understanding to the
marketing
Contents:
I. INTRODUCTION 3
1 What is marketing? – needs, wants, products, value, satisfaction, quality 1
2 Marketing management philosophies, societal market concepts 1
3 Difference between selling and marketing, 4P Mix 1
II. MARKETING STRATEGY 5
1 Overview of marketing strategy development process 1
2 BCG Growth-share Matrix, Product-market expansion grid, SWOT analysis 3
3 Meaning of - Segmentation, Targeting and Positioning 1
III. INDIAN MARKETING ENVIRONMENT 4
1 Company’s Demographic and Economic Environment, Natural, Technical 2
2 Political, Cultural and Social environment and Micro Environment 2
IV. CONSUMER BEHAVIOUR 6
1 Consumer behaviour - cultural, social, personal and psychological factors 3
2 The Buyer decision process & Types of buying decision 3
V. DESIGNING PRODUCTS, BRANDS, PACKAGING 8
1 What is a product? Product classification – consumer & industrial products 2
2 Product attributes, Branding, Packaging, labelling, and support services 3
3 Product line & mix decision 3
NEW PRODUCT DEVELOPMENT & PRODUCT LIFE CYCLE
VI. (PLC) 8
1 New product development Process and steps 5
2 Product life cycle – introduction, growth, maturity and declining stages 3
VII. DISTRIBUTION 4
1 The nature of distribution channels 1
2 Channel Behaviour, Channel management 2
3 Vertical Marketing Systems 1
VIII. MARKETING COMMUNICATION 8
1 Components of Marketing Communications Systems 2
2 Steps in designing effective Integrated Marketing Communications (IMC) 2
Role of Advertising, Public Relation, Personal Selling, Sales Promotion and
3 Online Marketing 4
IX. Discussions on Ethics in Marketing and Case Studies 10
Total Hours: 56
BASIC TEXT:
1. Philip T. Kotler, Gary Armstrong, Prafulla Agnihotri, Principles of Marketing, Pearson publication,
2018, 17th Edition
REFERENCES
1. V. S. Ramaswamy, S. Namakumari; Marketing Management: Indian Context Global Perspective,
Sage Publications, 2018, 6th Edition
2. Philip T. Kotler, Marketing 4.0: Moving from Traditional to Digital, John Wiley and Sons, 2017
3. Gupta Prachi, AggarwalAshita , MajraHufrish , Jacob Isaac , Jain Varsha , Krishna G.Radha ,
NarangRitu , VenkateshShanthi , Paul A Suresh , GoswamiSusobhan, Marketing Management: Indian
Cases, Pearson publication, 2017
4. Marketing reports by noted consultancy firms like Nielsen Holdings Plc, Kearney,
PricewaterhouseCoopers, McKinsey & Company
5. Harvard Business Publishing Education cases on Marketing
