Principles of Marketing (BBA)

Teacher

Dr Sabyasachi Dey

Category

Core Courses

Course Attendees

Still no participant

Course Reviews

Still no reviews

Course Name: Principles of Marketing (BBA)

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:

  1. Kotler, P., & Armstrong, G.: Principles of Marketing: A South Asian Perspective, Pearson. (E-Book to be shared with the students by the instructor)
  2. Kotler, P. & Keller, K. L.: Marketing Management, Pearson.
  3. Ramaswamy, V.S. & Namakumari, S.: Marketing Management: Global Perspective-Indian Context, Macmillan Publishers India Limited.
  4. 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.

PM-Session-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.

PM-Session 2-converted

(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.

PM-Session 2-converted

(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.

PM-Session 3

(Presentation)

MICRO ENVIRONMENT

(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.

PESTEL Analysis by COEPD

(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.

BCG

(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.

BCG

(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.

MKT SEGMENTATION

(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.

MKT SEGMENTATION

(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 15 (Practice)

Session 16

Targeting

Text Book:
Chapter 7 of Text Book 1.

TARGETING

(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.

Positioning

(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.

RE-POSITIONING

(Presentation)

https://www.youtube.com/watch?v=RnJ1sLqtnww

(Video)

Session 19 (Practice- Flip Class)

Positioning Errors

Text Book:
Chapter 7 of Text Book 1.

Positioning errors

(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

PLC

(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

PLC

(Presentation)

https://www.youtube.com/watch?v=_26E6QR_hmU

(Video)

Session 28 (Practice)

Product Classification

Chapter 8 of Text Book 1.

Product Classification

(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.

MM Product Line and Mix

(Presentation)

https://www.youtube.com/watch?v=AtNgGEm-fu4

(Video)

Session 30

Product Line Decision, Product Mix Decision

Chapter 8 of Text Book 1.

MM Product Line and Mix

(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

Concept of Brand and Branding

(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

Branding Strategies

(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)

Packaging & Labeling

Packaging & Labeling

(Presentation)

https://www.youtube.com/watch?v=l6GX0XiSQsk

(Video)

Session 36

New Product Development

Text Book: Chapter 9 of Text Book 1

New Product Development

(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

New Product Development

(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

Adapting Price

(Presentation)

Pricing policies & strategies

(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

Adapting Price

(Presentation)

Pricing policies & strategies

(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

Promotion mix

(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

Promotion mix

(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

Promotion Mix Elements

(Presentation)

https://www.youtube.com/watch?v=GZgFdPWtVGY

(Video)

Session 48 (Practice)

Promotion caselet on Evian

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

Marketing Channels

(Presentation)

Channel Functions

(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

Marketing Channels

(Presentation)

Channel Functions

(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

Introduction to Services

(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

Introduction to Services

(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

Service Marketing Mix

(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

Dr Sabyasachi Dey

Assistant Professor
VIEW PROFILE

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 […]

Dr. Ansuman Jena

Associate Professor
VIEW PROFILE