PRINCIPLES OF MARKETING MAKAUT BCA THIRD SEM

SL

Course Content

Hour Allotted

M1

· What is Marketing?

· What is Marketing: Goods, Services, Events, Experiences, Persons, Places, Properties, Organizations, Information, Ideas

· Marketer, Demand, Market-types- Consumer Market, Business Market, Global Market, Non-Profit and Government Market

· Need, Want, Demand

· Marketing Channels: Communication Channels, Sales Channels and Distribution Channels

· Marketing Orientations: Production Concept, Product Concept, Selling Concept, Marketing Concept, Societal Marketing Concept, Holistic Marketing Concept

· Customer Value, Customer Relationship, Customer Satisfaction, Customer- Generated Marketing, Customer Retention, and Loyalty

6

M2

· 4Ps of Marketing: Product, Price, Place, Promotion

· 4As of Marketing: Acceptability, Affordability, Accessibility, Awareness

· Additional Ps: People, Processes, Programs

· Marketing Environment: Major Components of the Micro-Environment (Company, Suppliers, Marketing Intermediaries, Competitors, Publics, Customers) and Macro Environment, Demographic and Economic Environment, Natural and Technological Environment, Political and Social-Cultural Environment

6

M3

· Marketing Research

· Marketing Strategy: Building Customer Value, Engagement and Relationships:

· Marketing Strategy and Marketing Mix- Segmentation (Geographic, Demographic, Psychographic, Behavioral) and Targeting, Differentiation, and Positioning

· Consumer Behavior, Consumer Behavior Model, Characteristics Affecting Consumer Behavior- Cultural, Social, Personal, Psychological

8

M4

· Product & Service: Product Classification, Product and Services Differentiation; Product Levels, Product Mix (BASIC), Product Life Cycle, New Product Development - Definition, Reasons, New Product Development Process

· Product and Service Decisions: Product and Service Attributes, Branding, Packaging, Labelling and Logos, Support Services

· Product Line Decision

· Product Mix Decisions

· Branding Strategy: What is a Brand, Brand Image, Identity and Brand Equity, Brand Value, Brand Positioning,

6

M5

· The New Role of Intermediaries

· Factors Influencing Distribution Decisions

· Evaluation of Channel Alternatives

· Channel Management

4

M6

· Marketing Communication Channels

· Promotion Mix

4

M7

· What is Price?

· Pricing Strategies: Customer Value-Based Pricing, Cost-Based Pricing, Competition-Based Pricing, Other Internal and External Considerations Affecting Pricing

4

M8

· Sustainable Marketing and Marketing Ethics

· Digital Marketing

· Emerging Marketing Challenges

· Making a Marketing Plan

4