PRINCIPLES OF MARKETING

Course Code Marks: 100 Credits: 4 Class Hours: 60
Course Title: PRINCIPLES OF MARKETING
1. Creating and Capturing Customer Value: What is marketing? Understanding the
marketplace and customer needs. Designing a customer driven marketing strategy. Preparing
an integrated marketing plan and program. Building customer relationships. 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 microenvironment. 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
segmentation. 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 strategies 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 & Retailing and Wholesaling: Supply
chains and the value delivery network. The nature and importance of marketing channels.
Channel behavior and organization. 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. Consumer actions toward sustainable marketing. Business actions
toward sustainable marketing.
Book Recommended:
Philip Kotler & Gary Armstrong, Principles of Marketing, Pearson Prentice Hall, Upper Saddle
River, New Jersey, 13th Edition, 2010.
Reference Books:
1. E. Jerome McCarthy and William D. Perreault, Jr., Essentials of Marketing, Latest Edition,
Irwin.
2. William J. Stanton, Michael J. Etzel & Bruce J. Walker, Fundamentals of Marketing, Latest
Edition. McGraw Hill, Inc.