BCOE-141: Principles of Marketing

This course enables learners to understand the fundamentals of marketing concept, Its role in any business organisation. It also enables learners to get acquainted with ‘Marketing mix’ elements and the strategies and principles underlying the modern marketing practices. After doing this course learners would be able to demonstrate their comprehension of marketing concepts and knowledge by applying those in their exams, case studies discussions, presentations assignments/Project. The assignments/projects would enable students to apply the marketing concepts and marketing mix elements practically. learners will get an opportunity to listen to the people from academia, research and industry. Online debates and presentations are included in the course to encourage students to get involved, absorb and assimilate inputs.Course credit6

Weeks

E-text

Week 1: Marketing and Marketing Environment

Unit 1: Nature and scope of Marketing

Unit 2: Marketing Environment

Week 2: Segmentation Targeting and Positioning

Unit 3: Markets and Market Segmentation

Week 3: Consumer Behaviour

Unit 4: Consumer Behaviour

Week 4: Product

Unit 5: Product, concept and classification

Unit 6: New Product Development

Week 5: Product decision

Unit 7: Branding and Packaging

Unit 8: Objectives and Methods

Unit 9: Discount and allowances

Week 6: Pricing

Week 7: Pricing

Week 8: Pricing

Week 9: Regulation of prices

Unit 10: Regulation of prices

Week 10: Distribution

Unit 11: Channels of Distribution-I

Unit 12: Channels of Distribution-II

Week 11: Distribution

Unit 13: Physical Distribution

Week 12: Promotion

Unit 14: Promotion Mix

Unit 15: Personal selling and sales promotion

Week 13: Promotion

Unit 16: Advertising and Publicity

Week 14: Services marketing

Unit 17: Services Marketing

Week 15: Rural Marketing

Unit 18: Rural Marketing

Week 16: Emerging Trends in Marketing

Unit 19: Emerging issues in Marketing Unit 20: Emerging issues in Marketing-II