Fundamentals of Marketing
0%
Course Title: Fundamentals of Marketing
Course No: MKT 201
Nature of the Course: THEORY
Semester: 5
Full Marks: 100
Pass Marks: 50
Credit Hours: 3
Course Description
Course Objectives
Course Contents
1. Introduction
6 hrs
1.4. Marketing management orientation
- Production concept
- Product concept
- Selling concept
- Marketing concept
- Societal marketing concept
2.2. Micro environment
- The company
- Suppliers
- Competitors
- Marketing intermediaries
- Publics
- Customers
2.3. Macro environment
- Demographic environment
- Economic environment
- Natural environment
- Technological environment
- Political environment
- Social environment
- Cultural environment
4. Buyer Behavior
6 hrs
4.5. Business buyer behavior
- Major types of buying situation
- Business buyer decision process
- Factors influencing business buyer behavior
6. Product Decisions
8 hrs
6.3. Product life cycle stages
- Features and strategies
6.5. Branding strategies
- Branding objectives
- Types of brand
- Concept of brand equity
6.6. Packaging
- Functions and levels of packaging
- Essentials of a good package
7. Pricing Decisions
4 hrs
7.2. Factors affecting pricing decisions
- Internal price factors
- External price factors
7.3. Pricing approaches
- Cost-based approaches
- Value-based approaches
- Competition-based approaches
8.4. Concept and components of marketing logistics
- Transportation
- Warehousing
- Inventory management
- Order processing
- Customer services decisions
9.4. Advertising
- Nature and objectives
Text Books
- 1.Kotler and Armstrong, Principles of Marketing, Prentice Hall of India, New Delhi, India
- 2.Stanton, Etzel and Walker, Fundamentals of Marketing, McGraw Hill, New Delhi, India