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
Overview
Syllabus
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
Taught by
Dr. Anupriya Pandey
