PRINCIPLES OF MARKETING SPPU BBA First Sem

Unit

Title and Contents

No. of Lecture

1

Concepts and Functions of Marketing

1.1 Marketing Concepts, Its Objectives, Importance and Functions of Marketing.

1.2 Core Concepts of Marketing- Need, Want, Demand, Customer Value, Exchange, Customer Satisfaction, Customer Delight, Customer Loyalties.

1.3 Concept of Marketers and Prospects, Key Customer Markets, Marketplaces, Market spaces, Meta Markets.

1.4 Linkage of Marketing Functions with all Functions in the Organisation. Company Orientation towards Market Place[1]Production, Product, Marketing, Selling, Holistic Marketing Orientation

1.5 Various Approaches of Marketing

1.6 Challenges and Opportunity of Marketing Manager in International Market

15

2

Marketing Environment

2.1 Concept of Environment –Macro and Micro environment –Components and Characteristics, Needs.

2.2 Trends and Major Forces Impacting on Micro and Macro Environment

2.3 Need for analyzing Marketing Environment

2.4 Analyzing the Demographic, Economic, Socio-cultural, Natural, Technological and Political-Legal Environment

15