SVKM’s Narsee Monjee Institute of Management Studies

Name of School – Kirit P. Mehta School of Law

Program: B.B.A., LL.B. (Hons.) - 8102 Semester: I

Module: Principles of Marketing Module Code:

Teaching Scheme Evaluation Scheme

Lecture Practical Tutori Internal Continuous Term End

(Hours (Hours al Credit Assessment (ICA) Examinations
per per (Hours (Marks - 50) (TEE)(Marks- 50
week) week) per in Question
week) Paper)
3 0 1 3 Marks Scaled to 50 Marks Scaled to 50
Pre-requisite: Basic Knowledge of Marketing
Objectives:
1. To give the students an understanding of the basics of Marketing.
2. To create a marketing orientation as a multidisciplinary approach is needed in
today’s competitive world
3. To develop employable knowledge
Outcomes:
1. To develop a practical and conceptual knowledge of the
concept, context, processes, and tools necessary for Marketing
(PLO 3b)
2. Analyze, Adapt & Apply the knowledge for facing the
Marketing and Communication challenges (PLO 4b)
3. Have an in depth understanding of the marketing planning process
(PLO 2b)
4. Develop and implement integrated marketing strategies (PLO 6b)
Detailed Syllabus: ( per session plan )
Unit Description Duration
1. Introduction in Marketing and its role in Business.
Basic Reading: Saxena, Rajan. Marketing Management. 1 Hrs.
Fourthedition, Tata McGraw Hill Publishing Co., New Delhi
_Todays'_Enterprises
Pedagogy: Discussion Method
2. Marketing Management: Core Concepts 2 Hrs.
Production concept, Product concept, selling concept and marketing
concept, social relationship, Holistic marketing.
Basic Reading: Saxena, Rajan. Marketing Management.
Fourthedition, Tata
McGraw Hill Publishing Co., New Delhi
Marketing Management
Pedagogy: Discussion Method
3. Understanding Need, Want, Demand, Customer Satisfaction, 2 Hrs.
Customer Value, Customer Relationship in Marketing
Management.
Basic Reading: Saxena, Rajan. Marketing Management.
 SVKM’s Narsee Monjee Institute of Management Studies
Name of School – Kirit P. Mehta School of Law

Fourthedition, Tata
McGraw Hill Publishing Co., New Delhi
Pedagogy: Discussion Method
4. Understanding Marketing Environment and its impact on
Marketing 2 Hrs.
decisions.
Basic Reading: Saxena, Rajan. Marketing Management.
Fourthedition, Tata McGraw Hill Publishing Co., New Delhi
Pedagogy: Group Discussion and Visual aid stimulation
5. Understanding Marketing process: Marketing Information System 2 Hrs.
Basic Reading: Meaning, features and Importance
Saxena, Rajan. Marketing Management. Fourthedition, Tata
McGraw Hill Publishing Co., New Delhi
Pedagogy: Group Discussion and Visual aid stimulation
6. Elements of Marketing Planning 3 Hrs.
Basic Reading: Saxena, Rajan. Marketing Management.
Fourthedition, Tata McGraw Hill Publishing Co., New Delhi
Pedagogy: Group Discussion and Visual aid stimulation
7. Understanding Consumers: Why consumer behavior? Importance 2 Hrs.
and features of consumer behavior
Basic Reading: Schiffman, L.G. and KanukL.L. Consumer
Behavior. Prentice Hall,India
Pedagogy: Group Discussion and Visual aid stimulation
8. Understanding Consumers: Consumer Behaviour basic 3 Hrs.
models, factors influencing consumer behavior, types-
Individual consumer behavior and Organisational consumer
behaviour
Basic Reading:
● Schiffman, L.G. and KanukL.L. Consumer Behavior.
Prentice Hall,India
Pedagogy: Group Discussion and Visual aid stimulation
9. Understanding Consumers STDP- The four pillars of Marketing 3 Hrs.
Basic Reading:
Schiffman, L.G. and KanukL.L. Consumer Behavior. Prentice
Hall,India
Pedagogy: Group Discussion and Visual aid stimulation
10. Understanding Consumers: Features and importance of STPD 3 Hrs.
Basic Reading:
● Schiffman, L.G. and KanukL.L. Consumer Behavior.
Prentice Hall,India
Pedagogy: Group Discussion and Visual aid stimulation
11. Introduction of 4Ps: 3 Hrs.
Understanding Products/Service: Concept of product/service,
Levels of Product, Product Life Cycle, Product Line /Portfolio, New
product development process.
Basic Reading: Schiffman, L.G. and KanukL.L. Consumer
Behavior. Prentice Hall,India
Pedagogy: Group Discussion and Visual aid stimulation
12. Understanding Branding: Concepts: Identity, Personality, 3 Hrs.
 SVKM’s Narsee Monjee Institute of Management Studies
Name of School – Kirit P. Mehta School of Law

Image,Equity
Basic Reading:
Aaker, D. A. (1996). Building strong brands. NewYork:
Free Press Saxena, Rajan. Marketing Management.
Fourthedition, Tata McGraw Hill
Publishing Co., New Delhi
Pedagogy: Group Discussion and Visual aid stimulation
13. Place- Sales process, Sales Organisation 2 Hrs.
Basic Reading:
Aaker, D. A. (1996). Building strong brands. NewYork:
Free Press Saxena, Rajan. Marketing Management.
Fourthedition, Tata McGraw Hill
Publishing Co., New Delhi
Pedagogy: Group Discussion and Visual aid stimulation
14. Place- Distribution- Types, Design and Retailers, Online channels 3 Hrs.
(Omnichannel)
Saxena, Rajan. Marketing Management. Fourthedition, Tata
McGraw Hill Publishing Co., New Delhi
Pedagogy: Group Discussion and Visual aid stimulation
15. Promotion: Marketing communication 2 Hrs.
IMC tools – Advertising, Sales Promotion, PR, Direct
Marketing, Digital Marketing
George Belch, Michael Belch & KeyoorPurani, Advertising &
Promotion: An
Integrated Marketing Communications Perspective- Special
Indian Edition
Pedagogy: Group Discussion
16. Price-Pricing principles/Types/Strategies, Economic and 3 Hrs.
Psychological bases
of pricing
Basic Reading: Saxena, Rajan. Marketing Management.
Fourthedition, Tata McGraw Hill
Pedagogy: Group Discussion

17. New Trends in Marketing: Digital Marketing, AI and Marketing, 3 Hrs.

Social
Marketing, Green Marketing
Basic Reading: Social Media marketing for the future by
J.E.Ford, 2022 AI for Marketers by Christopher S. Penn 2020
Social Marketing: Advances in Research and Theory by Debra Basil
(Author), Walter W.
Wymer Jr
Pedagogy: Group Discussion
18. Marketing Organizations: -Functions: Product, Brand Building, 2 Hrs.
Geographical.
Basic Reading: Saxena, Rajan. Marketing Management.
 SVKM’s Narsee Monjee Institute of Management Studies
Name of School – Kirit P. Mehta School of Law

Fourthedition, Tata McGraw Hill Publishing Co., New

Delhi
Explain how marketing is done on the basis of specialisations - by
focusing on product, brand, geographical locations.
19. Marketing Plan Development Presentations: 1 Hr.
Students will prepare a plan in detail – Group activity
Total 45Hrs.
Reference Books:
1. Saxena, Rajan. Marketing Management. Fourth
edition, Tata McGraw Hill PublishingCo., New Delhi,
2019.
2. John Fahy & David Jobber, Foundations of
Marketing, 4th Edition, Tata McGraw Hill
Publication (E-book available)
3. Arun Kumar &N Meenakshi, Marketing Management,
Vikas Publications, 2016.
4. George Belch, Michael Belch & KeyoorPurani,
Advertising & Promotion: An Integrated Marketing
CommunicationsPerspective- Special Indian Edition
5. Schiffman, L.G. and KanukL.L. Consumer Behavior.
Prentice Hall,India
6. Aaker, D. A. (1996). Building strong brands. NewYork:
Free Press
7. Social Marketing: Advances in Research and Theory by Debra Basil
(Author), Walter W. Wymer Jr
8. AI for Marketers by Christopher S. Penn 2020
9. Social Media marketing for the future by J.E.Ford, 2022

Any other information:

1. The course shall contain 15 hours of in-class tutorials, as per
tutorial guidelines.

List of Tutorials:

1. Group Discussion on various topics

2. Students should develop a new product or service concept from
ideation to launch. This project can involve conducting market
research to identify consumer needs, creating a marketing plan,
designing prototypes, and presenting their final product/service
proposal.
3. Marketing Plan Presentation: Divide students into groups and assign
each group a fictional company or product. Have them develop a
comprehensive marketing plan, including segmentation, targeting,
positioning, marketing mix strategies, and budget allocation.
4. Use marketing simulation games like "Markstrat" or "MikesBikes" to
provide students with hands-on experience in making strategic
marketing decisions.
5. Assign students to analyze advertising campaigns from different
mediums (TV, print, digital, etc.) and evaluate their effectiveness.
6. Invite marketing professionals or entrepreneurs to speak to the class
 SVKM’s Narsee Monjee Institute of Management Studies
Name of School – Kirit P. Mehta School of Law

about their experiences in the industry.

Any other information :

1. The course shall contain 15 hours of tutorials, as per tutorial
guidelines.
i) 7 out of 15 hours of Tutorials to be used for ICA – Group Discussion
(GD).
ii) The remaining 8 hours of tutorials will be used for the proposed
tutorial plan.

Details of Internal Continuous Assessment (ICA): 50 Marks

Components Marks
Test 1 20 Marks
Quiz 10 Marks
Group Discussion 10 Marks
Class Participation 10 Marks
Total Marks: 50 Marks

____________________ _______________________
Signature Signature
(Prepared by Asst. Prof Shweta Soman) (Approved by Dr. Durgambini Patel Dean)
Updated on: 06 April,2024 (27th BOS)