Course Curriculam
Course Code: MKTG107 Credit Units L T P/S SW AS/DS FW No. of PSDA Total Credit Unit
Course Level UG 2 0 0 2 0 0 0 3
Course Title Marketing Theory and Practices
Course
Description :
Course Objectives :
SN
Objectives
.
• To give students elementary knowledge of concepts in the domain of Marketing. • Develop and imbibe in students Principles of Marketing &
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establish an appreciation of contemporary realties along with the emerging importance in Digital Marketing.
Pre-Requisites : General
SN. Course Code Course Name
Course Contents / Syllabus :
SN. Module Descriptors / Topics Weightage
• Meaning of marketing Core concepts of marketing • Marketing Management philosophies, viz., the production
concept, the product concept, selling concept and the marketing concept • Internal and External Marketing
Introduction to
1 Environment Analysis • Introduction to Marketing Information System and Marketing Research • Concept of 25.00
marketing
Market Segmentation, Targeting, Positioning. • Consumer buying decision process • Introduction to Marketing
Mix Elements
• Product: Concept & Levels • Classification of Products: Consumer and Industrial • Strategies for different types
Product Strategy
of Consumer Products & Product Differentiation • Product Mix Product Line Decision • Product Life Cycle and
2 & Brand 25.00
various strategies New Product Development: Challenges & Process • Concept of Brand, Brand Positioning &
Management
Branding Strategies
Pricing • Introduction to various objectives of pricing • Pricing Process • Adapting the price: Concept of Geographical
3 Considerations Pricing, Promotional Pricing, and Discriminatory Pricing. • Understanding various pricing strategies and their 20.00
and Strategies application • Pricing for digital platforms
Distribution and
• Nature of Marketing Channels • Channel Functions and Flows • Channel Design and Management Decisions •
4 Logistics 15.00
Channel Dynamics • Introduction to Wholesaling, Retailing and Logistics
Decision
Deciding on the
• The process of deciding the Marketing communication mix • Marketing communication budget • Introduction to
Marketing
5 various elements of integrated marketing communications: concept and tools of: advertising, public relations, 15.00
Communications
sales promotion, direct marketing, personal selling: concept and process
Mix
Course Learning Outcomes :
SN. Course Learning Outcomes
1 • To understand the concepts of marketing management & the tools used by marketing managers in decision situations
2 • To understand the concepts Product Strategy and Brand Management
3 • To learn about Pricing Considerations and Strategies
4 • To understand Distribution and Logistics Decisions
5 • Evaluate the marketing situation for strategy development.
6 • Formulate the marketing strategy as decision makers.
Pedagogy for Course Delivery :
SN. Pedagogy Methods
This course will be taught with the right blend of theoretical concepts and practical applications through case studies, projects and presentations.
Students will be encouraged to read business papers and be abreast with business happening so that they can relate to the concepts taught. The
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course instructor will spend considerable time in developing deep insight to various concepts of Marketing through group discussions and debating
sessions. The Last module will be delivered by Industry expert
Theory /VAC / Architecture Assessment (L,T & Self Work): 100.00 Max : 100
Attendance+CE+EE : 5+35+60
SN. Type Component Name Marks
1 Attendance 5.00
2 End Term Examination (OMR) 60.00
3 Internal INTEGRATED PROJECT 10.00
4 Internal MID TERM EXAM 10.00
5 Internal ACADEMIC ACTIVITIES 15.00
Lab/ Practical/ Studio/Arch. Studio/ Field Work Assessment : 0.00 Max : 100
N/A
List of Professional skill development activities :
No.of PSDA : 3
SN
PSDA Point
.
Taking example of a company make a note on how a company used Marketing Information System or Marketing Research to generate useful insights
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about its marketing environment and consumers.
You have been hired as a marketing manager of a newly formed company. Highlight the USP of your product and how it is better than competitors.
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Decide the pricing strategy and also design the branding campaign for your newly launched brand.
. For the same product, design a channel of distribution and provide reason for choosing the same. Design an advertising campaign to make your
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product popular amongst the target audience
Text & References :
SN. Type Title/Name Description ISBN/ URL
Kotler, Keller, Koshy, Jha, (2009),
1 Book Marketing Management – A South Asian
Perspective(13th Edition),
Ramaswamy V S, Namakumari S,
2 Book Marketing Management, Planning
Implementation & Control, Third Edition,
