PE6001 - MARKETING FUNDAMENTALS (Syllabus) 2013-regulation Anna University

PE6001 - MARKETING FUNDAMENTALS (Syllabus) 2013-regulation Anna University

PE6001 MARKETING FUNDAMENTALS  LPTC
3003

OBJECTIVES:
To understand the concepts of marketing process and strategies involved. To understand the importance and role of marketing in a global environment.

UNIT I MARKETING PROCESS 9
Definition, Marketing process, dynamics, needs, wants and demands, marketing concepts, environment, mix, types. Philosophies, selling versus marketing,organizations, industrial versus consumer marketing, consumer goods, industrial goods, product hierarchy

UNIT II BUYING BEHAVIOUR AND MARKET SEGMENTATION 9
Cultural, demographic factors, motives, types, buying decisions, segmentation factors demographic -Psycho graphic and geographic segmentation, process, patterns.


UNIT III PRODUCT PRICING AND MARKETING RESEARCH 9
Objectives, pricing, decisions and pricing methods, pricing management. Introduction, uses, process of marketing research.

UNIT IV MARKETING PLANNING AND STRATEGY FORMULATION 9
Components of marketing plan-strategy formulations and the marketing process, implementations, portfolio analysis, BCG, GEC grids.

UNIT V ADVERTISING, SALES PROMOTION AND DISTRIBUTION 9
Characteristics, impact, goals, types, and sales promotions- point of purchase- unique selling proposition. Characteristics, wholesaling, retailing, channel design, logistics, and modern trends in retailing.

TOTAL : 45 PERIODS

OUTCOMES:
Students learn the scope and process of marketing. They would be able to learn the importance of ethical marketing practices. They will learn the process of designing effective marketing strategies.

TEXT BOOKS:
1. Govindarajan. M, “Marketing management – concepts, cases, challenges and trends”, Prentice hall of India, second edition 2007.
2. Philip Kolter,Koshy Jha “Marketing Management”, Pearson Education ,Indian adapted edition.2007

REFERENCES
1. Ramasamy and Nama kumari, “Marketing Environment: Planning, implementationand control the Indian context”, 1990.
2. Czinkota & Kotabe, “Marketing management”, Thomson learning, Indian edition 2007
3. Adrain palmer, “ Introduction to marketing theory and practice”, Oxford university press IE 2004.
4. Donald S. Tull and Hawkins, “Marketing Reasearch”, Prentice Hall of Inida-1997.
5. Philip Kotler and Gary Armstrong “Principles of Marketing” Prentice Hall of India, 2000.
6. Steven J.Skinner, “Marketing”, All India Publishers and Distributes Ltd. 1998.
7. Graeme Drummond and John Ensor, Introduction to marketing concepts, Elsevier, Indian Reprint, 2007
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