Principles of Marketing (BBA)
Teacher
Dr Sabyasachi Dey
Category
Core Courses
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Course Credit: CUTM1215 (4-0-2)
Course Objectives:
- This course aims to familiarize students with the marketing function in organizations.
- It will equip the students with understanding of the Marketing Mix elements and sensitize them to certain emerging issues in Marketing.
- The course will use and focus on Indian experiences, approaches and cases.
Course Outcomes:
COS |
COURSE OUTCOMES |
MAPPING COS WITH POS (High-3; Medium-2; Low-1) |
| CO1 | Will be able to analyze the various marketing approaches in today’s competitive scenario | PO1(3), PO10(2) |
| CO2 | Will be able to evaluate the nature, process and importance of various marketing plans | PO3(2), PO2(2) |
| CO3 | Will be able to examine the correlation of various elements of marketing mix in business | PO2(3), PO5(3), PO8(2) |
Course Syllabus
Course Contents:
Module I: Introduction: Nature, Scope and Importance of Marketing, Evolution of Marketing; Core marketing concepts; Company orientation - Production concept, Product concept, Selling concept, Marketing concept, Holistic marketing concept.
Marketing Environment: Demographic, economic, political, legal, socio cultural, technological environment (Indian context); Portfolio approach – Boston Consultative Group (BCG) matrix
Module II: Segmentation, Targeting and Positioning: Levels of Market Segmentation, Basis for Segmenting Consumer Markets, Difference between Segmentation, Targeting and Positioning, Consumer Behaviour-Need for study, Factors influencing buying decisions and Stages in buying process.
Module III: Product & Pricing Decisions: Concept of Product Life Cycle (PLC), PLC marketing strategies, Product Classification, Product Line Decision, Product Mix Decision, Branding Decisions, Packaging & Labelling, New Product Development. Pricing Decisions: Determinants of Price, Pricing Methods (Non-mathematical treatment), Adapting Price (Geographical Pricing, Promotional Pricing and Differential Pricing).
Module IV: Promotion Mix: Factors determining promotion mix, Promotional Tools –basics of Advertisement, Sales Promotion, Public Relations & Publicity and Personal Selling; Place (Marketing Channels): Channel functions, Channel Levels, Types of Intermediaries: Types of Retailers, Types of Wholesalers. Marketing of Services - Unique Characteristics of Services, Marketing strategies for service firms – 7Ps, Digital Marketing (Concept and Tools).
Text Books:
- Kotler, P., & Armstrong, G.: Principles of Marketing: A South Asian Perspective, Pearson. (E-Book to be shared with the students by the instructor)
- Kotler, P. & Keller, K. L.: Marketing Management, Pearson.
- Ramaswamy, V.S. & Namakumari, S.: Marketing Management: Global Perspective-Indian Context, Macmillan Publishers India Limited.
- Zikmund, W.G. & D’ Amico, M.: Marketing, Ohio: South-Western College Publishing.
Session Plan
Session 1
Nature, Scope and Importance of Marketing.
Text Book:
Chapter 1 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=gDwslggSxUI
(Video)
https://www.youtube.com/watch?v=04zsOllC4Oc
(Video on how to analyse a case?)
Session 2
Evolution of Marketing, Core marketing concepts.
Text Book:
Chapter 1 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=2Mm0OeUuTTs
https://www.youtube.com/watch?v=Wbtc1BOGhkQ
(Videos)
Session 3
Evolution of Marketing, Core marketing concepts.
Text Book:
Chapter 1 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=2Mm0OeUuTTs
https://www.youtube.com/watch?v=Wbtc1BOGhkQ
(Videos)
Session 4 (Practice-Flip Class)
Company orientation - Production concept, Product concept, Selling concept, Marketing concept, Holistic marketing concept, Micro environment.
Text Book:
Chapter 1 and 3 of Text Book 1.
(Presentation)
(Presentation)
https://www.youtube.com/watch?v=s1iqLcVWl9U
(Evolution of marketing)
https://www.youtube.com/watch?v=nP1g5ckhub8
(Micro Environment)
Session 5
Macro Environment: Demographic, economic, political, legal, socio cultural, technological environment (Indian context). Project shall be allotted to students in which they shall be divided into several groups and each group shall be given a product category about which they have to collect the information in a format to be circulated by the instructor from the Centurion vending zone and present it at the end of the semester. Project to be titled as "Brand Presence Audit".
Text Book:
Chapter 3 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=pFMsHZxMq0I
(Video)
Session 6
Portfolio approach – Boston Consultative Group (BCG) matrix.
Text Book:
Chapter 2 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=rW5SOENyq5g
(Video)
Session 7 (Practice)
Portfolio approach – Boston Consultative Group (BCG) matrix.
Text Book:
Chapter 2 of Text Book 1.
Students to make presentations on BCG matrix in context to an organization.
(Presentation)
https://www.youtube.com/watch?v=rW5SOENyq5g
(Video)
Session 8 (Project Work)
Students shall go to collect data for the 'Brand Presence Audit' project.
Session 9 (Practice-Case Study)
https://www.youtube.com/watch?v=zhDl5PUzZiI
(TOMS Shoes Video Case Study)
Session 10 and 11 (Practice-Review of Module I) [End of Module I]
Short questions and long questions to be discussed from Module-I.
Session 12
Segmentation: Levels of Market Segmentation, Basis for Segmenting Consumer Markets
Text Book:
Chapter 7 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=0srjdRDh99Y
(Video)
Session 13
Segmentation: Levels of Market Segmentation, Basis for Segmenting Consumer Markets
Text Book:
Chapter 7 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=OV2zbaMr-_c&t=2s
(Video- Niche & Mass markets)
Session 14 (Project work)
Students shall go to collect data for the 'Brand Presence Audit' project.
Session 16
Targeting
Text Book:
Chapter 7 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=yLgGHRr6aFs&t=11s
(Video)
https://www.youtube.com/watch?v=p2AboI8Pzp4
(Video)
Session 17
Positioning
Text Book:
Chapter 7 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=vhdHYj-u6wQ
(Video)
Session 18 (Practice)
Positioning Case Study
The Del Monte Difference (The Strategist-Business Standard)
Repositioning
Text Book:
Chapter 7 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=RnJ1sLqtnww
(Video)
Session 19 (Practice- Flip Class)
Positioning Errors
Text Book:
Chapter 7 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=RnJ1sLqtnww
(Video)
Session 20
Session 21 (Practice)
Repositioning Case Study
General Electric 2.0 (The Strategist-Business Standard)
Session 22 (Project work)
Students shall go to collect data for the 'Brand Presence Audit' project.
Session 23 & 24 (Practice-Review of Module I) [End of Module II]
Short questions and long questions to be discussed from Module-II.
Session 25
Product & Pricing Decisions: Concept of Product Life Cycle (PLC)
Text Book: Chapter 9 of Text Book 1
(Presentation)
https://www.youtube.com/watch?v=wYeXCeBZhjE&t=408s
(PLC Video)
https://www.youtube.com/watch?v=JodUxhZMoOo
(PLC Example)
Session 26 (Project Review-I)
All the students to present the project work progress in the first interim presentation.
Session 27
PLC marketing strategies
Text Book: Chapter 9 of Text Book 1
(Presentation)
https://www.youtube.com/watch?v=_26E6QR_hmU
(Video)
Session 28 (Practice)
Product Classification
Chapter 8 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=nPnBHOJjo3Y&t=131s
(Video)
Session 29
Product Line Decision, Product Mix Decision
Chapter 8 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=AtNgGEm-fu4
(Video)
Session 30
Product Line Decision, Product Mix Decision
Chapter 8 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=AtNgGEm-fu4
(Video)
Session 31
Concept of Brand and branding
Text Book: Chapter 8 of Text Book 1
(Presentation)
https://www.youtube.com/watch?v=sQLlPC_alT8&t=64s
(Video)
Session 32 (Project Work)
Students shall go for their project "Brand Presence Audit" to collect the data.
Session 33
Branding Strategies
Text Book: Chapter 8 of Text Book 1
(Presentation)
https://www.youtube.com/watch?v=xBNrGK-9ksU
(Video)
Session 34 (Practice)
Caselet on Branding
Building Brand Infosys (The Strategist-Business Standard)
Session 35 (Practice-Flip Class)
Session 36
New Product Development
Text Book: Chapter 9 of Text Book 1
(Presentation)
http://www.youtube.com/watch?v=KWy4UgbzCBU
(Video)
Session 37 (Practice)
New Product Development. Visit to GTET manufacturing units.
Text Book: Chapter 9 of Text Book 1
(Presentation)
http://www.youtube.com/watch?v=KWy4UgbzCBU
(Video)
Session 38
Pricing Decisions: Determinants of Price, Pricing Methods
Text Book: Chapter 10 of Text Book 1
Pricing-P Kotler & G Armstrong
(Presentation)
http://www.youtube.com/watch?v=psnQklCN6K4
(Video)
Session 39
Adapting Price (Geographical Pricing, Promotional Pricing and Differential Pricing)
Text Book: Chapter 10 of Text Book 1
(Presentation)
(Presentation)
http://www.youtube.com/watch?v=-Ie_UDuEwWc
(Adapting the price)
Session 40
Adapting Price (Geographical Pricing, Promotional Pricing and Differential Pricing)
Text Book: Chapter 10 of Text Book 1
(Presentation)
(Presentation)
http://www.youtube.com/watch?v=-Ie_UDuEwWc
(Adapting the price)
Session 41 (Project Work)
Students shall go to collect data for the 'Brand Presence Audit' project.
Session 42 & 43
(Practice-Review of Module III) [End of Module III]
Short questions and long questions to be discussed from Module-III.
Session 44 (Project Review-II)
All the students to present the project work progress in the second interim presentation.
Session 45
Promotion Mix: Factors determining promotion mix, Promotional Tools –basics of Advertisement, Sales Promotion, Public Relations & Publicity and Personal Selling
Text Book: Chapter 15 & 16 of Text Book 1
(Presentation)
Integrated Marketing Communications
(Presentation)
http://www.youtube.com/watch?v=IlAWkeFs1aI
(Video)
Session 46
Promotion Mix: Factors determining promotion mix, Promotional Tools –basics of Advertisement, Sales Promotion, Public Relations & Publicity and Personal Selling
Text Book: Chapter 15 & 16 of Text Book 1
(Presentation)
Integrated Marketing Communications
(Presentation)
http://www.youtube.com/watch?v=IlAWkeFs1aI
(Video)
Session 47
Promotion Mix: Factors determining promotion mix, Promotional Tools –basics of Advertisement, Sales Promotion, Public Relations & Publicity and Personal Selling
Text Book: Chapter 15 & 16 of Text Book 1
(Presentation)
https://www.youtube.com/watch?v=GZgFdPWtVGY
(Video)
Session 48 (Practice)
Promotion video case on Go Pro to be shared by the instructor. Students to work out both the cases.
Session 49
Place (Marketing Channels): Channel functions, Channel Levels
Text Book: Chapter 12 of Text Book 1
(Presentation)
(Presentation)
http://www.youtube.com/watch?v=ALoo4vrKKUw
(Video)
Session 50
Place (Marketing Channels): Channel functions, Channel Levels
Text Book: Chapter 12 of Text Book 1
(Presentation)
(Presentation)
http://www.youtube.com/watch?v=ALoo4vrKKUw
(Video)
Session 51 (Project Work)
Students shall go to collect data for the 'Brand Presence Audit' project.
Session 52
Types of Intermediaries: Types of Retailers
Text Book: Chapter 13 of Text Book 1
Retailing-Introduction and types (formats)
(Presentation)
https://www.youtube.com/watch?v=9uTCbdDJGjw
(Video)
Session 53 (Practice)
Instructor to share a video case study on Tesla- Students to watch the video in class and find out the solutions to the problems asked in the video.
Session 54 (Practice-Flip Class)
Types of Intermediaries: Types of Wholesalers.
Text Book: Chapter 13 of Text Book 1
https://www.slideshare.net/gadekar1986/wholesaling-12816042
(Presentation)
https://www.youtube.com/watch?v=0URCbaqxn3Q
(Video)
Session 55
Marketing of Services - Unique Characteristics of Services
Text Book: Chapter 11 of Text Book 2
(Presentation)
https://www.youtube.com/watch?v=v1jrPiaP5UQ
(Video)
Session 56
Marketing of Services - Unique Characteristics of Services
Text Book: Chapter 11 of Text Book 2
(Presentation)
https://www.youtube.com/watch?v=v1jrPiaP5UQ
(Video)
Session 57
Marketing of Services - Marketing strategies for service firms – 7Ps.
Text Book: Chapter 11 of Text Book 2
(Presentation)
https://www.youtube.com/watch?v=GhFpvXsmBXY
(Video)
https://www.youtube.com/watch?v=8vzAtjQ90tc&t=578s
(Video)
Session 58 (Practice)
Marketing of Services - Marketing strategies for service firms – 7Ps.
Text Book: Chapter 11 of Text Book 2
Students to give a presentation on 7Ps of a specific service industry (for e.g. Banking, Insurance, Aviation, Consultancy etc)
Session 59 & 60
(Practice-Review of Module IV) [End of Module IV]
Short Questions and Long Questions to be discussed from Module-IV.
Session 61, 62, 63 & 64 (Project Evaluation)
All the students to present the project allotted to them.
Our Main Teachers
Qualification: MBA (Marketing & Finance), UGC-NET Qualified in Management twice (2012 & 2014), Ph.D (Utkal University) Experience: 7.5 years in teaching with more than 2 years post Ph.D experience Publications: 11 (9 journal articles + 2 chapters in edited books) Dr Sabyasachi Dey is an Assistant professor in the area of marketing. His areas of […]