Principles of Marketing by Dr. Rashmi Ranjeeta Das BBA

About This Course

B.COM (H) – GE- 4 - Semester IV
PRINCIPLES OF MARKETING
Author:
Dr.Rashmi Ranjeeta Das
Edited By:
Dr.Sujit Kumar Acharya Dr.Biswo Ranjan Mishra
UTKAL UNIVERSITY Directorate of Distance & Continuing Education Bhubaneswar
SYLLABUS (GE-4) Principles of Marketing
Objective: The objective of this course is to provide basic knowledge of concepts, principles, tools and techniques of marketing.
Contents:
Unit I: Introduction:
Nature, scope and importance of marketing; Selling vs Marketing; Marketing mix, Marketing environment: concept, importance, and components (Economic, Demographic, Technological, Natural, Socio-Cultural and Legal).
Consumer Behaviour and Market segmentation:
Consumer Behaviour: Nature and Importance, Factors influencing consumer buying behaviour. Market segmentation: concept, importance and bases; Product differentiation vs. market segmentation.
Unit II: Product:
Concept and importance, Product classifications; Concept of product mix; Branding, packaging and labeling; Product life-cycle; New Product Development Process
Unit III: Pricing, Distribution Channels and Physical Distribution
Pricing: Significance, Factors affecting price of a product, Pricing policies and strategies, Distribution Channels and Physical Distribution: Channels of distribution - meaning and importance; Types of distribution channels; Factors affecting choice of distribution channel
Unit IV: Promotion and Recent developments in marketing:
Promotion: Nature and importance of promotion; Communication process; Types of promotion: advertising, personal selling, public relations & sales promotion, and their distinctive characteristics. Recent developments in marketing: Social Marketing, online marketing, direct marketing, services marketing, green marketing, Rural marketing; Consumerism
Learning outcome: After the completion of this paper, the students will able to identify marketing components and fit them in the value chain along with the various marketing strategies.
Text Books Recommended
1. Marketing Principles and Management-Sherleker and Pany-- Himalaya Publishing House
2. Kotler, Philip, Gary Armstrong, Prafulla Agnihotri and AhsanUlHaque. Principlesof Marketing. 13thedition. Pearson Education.
Suggested Readings:
1. Principles of Marketing, Bajaj, Kaur, Kalyani Publishers, New Delhi.
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2. Principles of Marketing , R.K. Mittal , A. Sharma, V .K. Global Pub. Pvt. Ltd, New Delhi.
3. Marketing Management & Human Resource Management: Verma et.al, Oxford University Press.
4. Lamb, C. W., Hair, J.F. and Sharma, D. MKTG, Cengage Learning
5. Principles of Marketing M K Nabi, K C Raut, Vrinda Publications (P) Ltd
6. Arun Kumar – Marketing management – Vikash Publication
7. Rudani R.B – Basics of Marketing Management – S. Chand
8. Majaro, Simon. The Essence of Marketing. Prentice Hall, New Delhi.
9. Zikmund William G. and Michael D’Amico. Marketing; Creating and Keeping Customers in an E-Commerce World. Thomson Learning.
10. Chhabra, T.N., and S. K. Grover. Marketing Management. Fourth Edition. DhanpatRai& Company.