9/13/21, 6:01 PM Principles of Marketing (BBA) – Courseware :: Centurion University

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Principles of Marketing (BBA)

Teacher Category
Dr Sabyasachi Dey Core Courses

Description Teachers Attendees Reviews

Course Name: Principles of Marketing (BBA)

Course Credit: CUTM1215 (4-0-2)
Course Objectives:

This course aims to familiarize students with the marketing function in organizations.
It will equip the students with understanding of the Marketing Mix elements and sensitize them to certain emerging issues in Marketing.
The course will use and focus on Indian experiences, approaches and cases.

Learning Outcomes:
The students will understand the various marketing approach in today’s competitive scenario.
The students shall understand the nature, process and importance of marketing plans.
The students shall be able to correlate various elements of marketing mix in business.

Course Syllabus
Course Contents:
Module I: Introduction: Nature, Scope and Importance of Marketing, Evolution of Marketing; Core marketing concepts; Company orientation - P
concept, Product concept, Selling concept, Marketing concept, Holistic marketing concept.
Marketing Environment: Demographic, economic, political, legal, socio cultural, technological environment (Indian context); Portfolio approach
Consultative Group (BCG) matrix
 Module II: Segmentation, Targeting and Positioning: Levels of Market Segmentation, Basis for Segmenting Consumer Markets, Difference betw
Segmentation, Targeting and Positioning, Consumer Behaviour-Need for study, Factors influencing buying decisions and Stages in buying proces
Module III: Product & Pricing Decisions: Concept of Product Life Cycle (PLC), PLC marketing strategies, Product Classification, Product Line Dec
Mix Decision, Branding Decisions, Packaging & Labelling, New Product Development. Pricing Decisions: Determinants of Price, Pricing Methods (
mathematical treatment), Adapting Price (Geographical Pricing, Promotional Pricing and Differential Pricing).
Module IV: Promotion Mix: Factors determining promotion mix, Promotional Tools –basics of Advertisement, Sales Promotion, Public Relations &
Personal Selling; Place (Marketing Channels): Channel functions, Channel Levels, Types of Intermediaries: Types of Retailers, Types of Wholesal
of Services - Unique Characteristics of Services, Marketing strategies for service firms – 7Ps, Digital Marketing (Concept and Tools).
Text Books: TEACHERS | ACADEMIC SCHEMA

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1. Kotler, P., & Armstrong, G.: Principles of Marketing: A South Asian Perspective, Pearson. (E-Book to be shared with the students by the instruc
2. Kotler, P. & Keller, K. L.: Marketing Management, Pearson.
3. Ramaswamy, V.S. & Namakumari, S.: Marketing Management: Global Perspective-Indian Context, Macmillan Publishers India Limited.
4. Zikmund, W.G. & D’ Amico, M.: Marketing, Ohio: South-Western College Publishing.

Session Plan
Session 1

Nature, Scope and Importance of Marketing.

Text Book:
Chapter 1 of Text Book 1.
PM-Session-1
(Presentation)
https://www.youtube.com/watch?v=gDwslggSxUI
(Video)
https://www.youtube.com/watch?v=04zsOllC4Oc
(Video on how to analyse a case?)

Session 2 

Evolution of Marketing, Core marketing concepts.

Text Book:
Chapter 1 of Text Book 1.
PM-Session 2-converted
(Presentation)
https://www.youtube.com/watch?v=2Mm0OeUuTTs
https://www.youtube.com/watch?v=Wbtc1BOGhkQ
(Videos)

Session 3

Evolution of Marketing, Core marketing concepts.

Text Book:
Chapter 1 of Text Book 1.
PM-Session 2-converted
(Presentation)
https://www.youtube.com/watch?v=2Mm0OeUuTTs
https://www.youtube.com/watch?v=Wbtc1BOGhkQ
(Videos)

Session 4 (Practice-Flip Class)

Company orientation - Production concept, Product concept, Selling concept, Marketing concept, Holistic marketing concept, Micro environmen
Text Book:
Chapter 1 and 3 of Text Book 1.
PM-Session 3 TEACHERS | ACADEMIC SCHEMA

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(Presentation)
MICRO ENVIRONMENT
(Presentation)
https://www.youtube.com/watch?v=s1iqLcVWl9U
(Evolution of marketing)
https://www.youtube.com/watch?v=nP1g5ckhub8
(Micro Environment)

Session 5

Macro Environment: Demographic, economic, political, legal, socio cultural, technological environment (Indian context). Project shall be allotted t
which they shall be divided into several groups and each group shall be given a product category about which they have to collect the informati
to be circulated by the instructor from the Centurion vending zone and present it at the end of the semester. Project to be titled as "Brand Presenc
Text Book:
Chapter 3 of Text Book 1.
PESTEL Analysis by COEPD
(Presentation)
https://www.youtube.com/watch?v=pFMsHZxMq0I
(Video)

Session 6

Portfolio approach – Boston Consultative Group (BCG) matrix.

Text Book:
Chapter 2 of Text Book 1.
BCG
(Presentation)
https://www.youtube.com/watch?v=rW5SOENyq5g
(Video)

Session 7 (Practice)

Portfolio approach – Boston Consultative Group (BCG) matrix.

Text Book:
Chapter 2 of Text Book 1.
Students to make presentations on BCG matrix in context to an organization.
BCG
(Presentation)
https://www.youtube.com/watch?v=rW5SOENyq5g
(Video)

Session 8 (Project Work)

Students shall go to collect data for the 'Brand Presence Audit' project.

Session 9 (Practice-Case Study) TEACHERS | ACADEMIC SCHEMA

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https://www.youtube.com/watch?v=zhDl5PUzZiI
(TOMS Shoes Video Case Study)

Session 10 and 11 (Practice-Review of Module I) [End of Module I]

Short questions and long questions to be discussed from Module-I.

Session 12

Segmentation: Levels of Market Segmentation, Basis for Segmenting Consumer Markets

Text Book:
Chapter 7 of Text Book 1.
MKT SEGMENTATION
(Presentation)
https://www.youtube.com/watch?v=0srjdRDh99Y
(Video)

Session 13

Segmentation: Levels of Market Segmentation, Basis for Segmenting Consumer Markets

Text Book:
Chapter 7 of Text Book 1.
MKT SEGMENTATION
(Presentation)
https://www.youtube.com/watch?v=OV2zbaMr-_c&t=2s
(Video- Niche & Mass markets)

Session 14 (Project work)

Students shall go to collect data for the 'Brand Presence Audit' project.

Session 15 (Practice)

Market Segmentation Case Study

(Caselet)

Session 16

Targeting
Text Book:
Chapter 7 of Text Book 1.
TARGETING
(Presentation)
TEACHERS | ACADEMIC SCHEMA

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https://www.youtube.com/watch?v=yLgGHRr6aFs&t=11s
(Video)
https://www.youtube.com/watch?v=p2AboI8Pzp4
(Video)

Session 17

Positioning
Text Book:
Chapter 7 of Text Book 1.
Positioning
(Presentation)
https://www.youtube.com/watch?v=vhdHYj-u6wQ
(Video)

Session 18 (Practice)

Positioning Case Study

The Del Monte Difference (The Strategist-Business Standard)

Repositioning
Text Book:
Chapter 7 of Text Book 1.
RE-POSITIONING
(Presentation)
https://www.youtube.com/watch?v=RnJ1sLqtnww
(Video)

Session 19 (Practice- Flip Class)

Positioning Errors
Text Book:
Chapter 7 of Text Book 1.
Positioning errors
(Presentation)
https://www.youtube.com/watch?v=RnJ1sLqtnww
(Video)

Session 20

Session 21 (Practice)

Repositioning Case Study

General Electric 2.0 (The Strategist-Business Standard)

Session 22 (Project work) TEACHERS | ACADEMIC SCHEMA

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Students shall go to collect data for the 'Brand Presence Audit' project.

Session 23 & 24 (Practice-Review of Module I) [End of Module II]

Short questions and long questions to be discussed from Module-II.

Session 25

Product & Pricing Decisions: Concept of Product Life Cycle (PLC)

Text Book: Chapter 9 of Text Book 1
PLC
(Presentation)
https://www.youtube.com/watch?v=wYeXCeBZhjE&t=408s
(PLC Video)
https://www.youtube.com/watch?v=JodUxhZMoOo
(PLC Example)

Session 26 (Project Review-I)

All the students to present the project work progress in the first interim presentation.

Session 27

PLC marketing strategies

Text Book: Chapter 9 of Text Book 1
PLC
(Presentation)
https://www.youtube.com/watch?v=_26E6QR_hmU
(Video)

Session 28 (Practice)

Product Classification
Chapter 8 of Text Book 1.
Product Classification
(Presentation)
https://www.youtube.com/watch?v=nPnBHOJjo3Y&t=131s
(Video)

Session 29

Product Line Decision, Product Mix Decision

Chapter 8 of Text Book 1.
TEACHERS | ACADEMIC SCHEMA

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MM Product Line and Mix

(Presentation)
https://www.youtube.com/watch?v=AtNgGEm-fu4
(Video)

Session 30

Product Line Decision, Product Mix Decision

Chapter 8 of Text Book 1.
MM Product Line and Mix
(Presentation)
https://www.youtube.com/watch?v=AtNgGEm-fu4
(Video)

Session 31

Concept of Brand and branding

Text Book: Chapter 8 of Text Book 1
Concept of Brand and Branding
(Presentation)
https://www.youtube.com/watch?v=sQLlPC_alT8&t=64s
(Video)

Session 32 (Project Work)

Students shall go for their project "Brand Presence Audit" to collect the data.

Session 33

Branding Strategies
Text Book: Chapter 8 of Text Book 1
Branding Strategies
(Presentation)
https://www.youtube.com/watch?v=xBNrGK-9ksU
(Video)

Session 34 (Practice)

Caselet on Branding
Building Brand Infosys (The Strategist-Business Standard)

Session 35 (Practice-Flip Class)

Packaging & Labeling

Packaging & Labeling TEACHERS | ACADEMIC SCHEMA

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(Presentation)
https://www.youtube.com/watch?v=l6GX0XiSQsk
(Video)

Session 36

New Product Development

Text Book: Chapter 9 of Text Book 1
New Product Development
(Presentation)
http://www.youtube.com/watch?v=KWy4UgbzCBU
(Video)

Session 37 (Practice)

New Product Development. Visit to GTET manufacturing units.

Text Book: Chapter 9 of Text Book 1
New Product Development
(Presentation)
http://www.youtube.com/watch?v=KWy4UgbzCBU
(Video)

Session 38

Pricing Decisions: Determinants of Price, Pricing Methods

Text Book: Chapter 10 of Text Book 1
Pricing-P Kotler & G Armstrong
(Presentation)
http://www.youtube.com/watch?v=psnQklCN6K4
(Video)

Session 39

Adapting Price (Geographical Pricing, Promotional Pricing and Differential Pricing)

Text Book: Chapter 10 of Text Book 1
Adapting Price
(Presentation)
Pricing policies & strategies
(Presentation)
http://www.youtube.com/watch?v=-Ie_UDuEwWc
(Adapting the price)

Session 40

Adapting Price (Geographical Pricing, Promotional Pricing and Differential Pricing)

Text Book: Chapter 10 of Text Book 1 TEACHERS | ACADEMIC SCHEMA

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Adapting Price
(Presentation)
Pricing policies & strategies
(Presentation)
http://www.youtube.com/watch?v=-Ie_UDuEwWc
(Adapting the price)

Session 41 (Project Work)

Students shall go to collect data for the 'Brand Presence Audit' project.

Session 42 & 43
(Practice-Review of Module III) [End of Module III]

Short questions and long questions to be discussed from Module-III.

Session 44 (Project Review-II)

All the students to present the project work progress in the second interim presentation.

Session 45

Promotion Mix: Factors determining promotion mix, Promotional Tools –basics of Advertisement, Sales Promotion, Public Relations & Publicity an
Selling
Text Book: Chapter 15 & 16 of Text Book 1
Promotion mix
(Presentation)
Integrated Marketing Communications
(Presentation)
http://www.youtube.com/watch?v=IlAWkeFs1aI
(Video)

Session 46

Promotion Mix: Factors determining promotion mix, Promotional Tools –basics of Advertisement, Sales Promotion, Public Relations & Publicity an
Selling
Text Book: Chapter 15 & 16 of Text Book 1
Promotion mix
(Presentation)
Integrated Marketing Communications
(Presentation)
http://www.youtube.com/watch?v=IlAWkeFs1aI
(Video)

Session 47
TEACHERS | ACADEMIC SCHEMA

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Promotion Mix: Factors determining promotion mix, Promotional Tools –basics of Advertisement, Sales Promotion, Public Relations & Publicity an
Selling
Text Book: Chapter 15 & 16 of Text Book 1
Promotion Mix Elements
(Presentation)
https://www.youtube.com/watch?v=GZgFdPWtVGY
(Video)

Session 48 (Practice)

Promotion caselet on Evian

Promotion video case on Go Pro to be shared by the instructor. Students to work out both the cases.

Session 49 

Place (Marketing Channels): Channel functions, Channel Levels

Text Book: Chapter 12 of Text Book 1
Marketing Channels
(Presentation)
Channel Functions
(Presentation)
http://www.youtube.com/watch?v=ALoo4vrKKUw
(Video)

Session 50

Place (Marketing Channels): Channel functions, Channel Levels

Text Book: Chapter 12 of Text Book 1
Marketing Channels
(Presentation)
Channel Functions
(Presentation)
http://www.youtube.com/watch?v=ALoo4vrKKUw
(Video)

Session 51 (Project Work)

Students shall go to collect data for the 'Brand Presence Audit' project.

Session 52

Types of Intermediaries: Types of Retailers

Text Book: Chapter 13 of Text Book 1
Retailing-Introduction and types (formats)
(Presentation)
https://www.youtube.com/watch?v=9uTCbdDJGjwTEACHERS | ACADEMIC SCHEMA

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(Video)

Session 53 (Practice)

Instructor to share a video case study on Tesla- Students to watch the video in class and find out the solutions to the problems asked in the video

Session 54 (Practice-Flip Class)

Types of Intermediaries: Types of Wholesalers.

Text Book: Chapter 13 of Text Book 1
https://www.slideshare.net/gadekar1986/wholesaling-12816042
(Presentation)
https://www.youtube.com/watch?v=0URCbaqxn3Q
(Video)

Session 55

Marketing of Services - Unique Characteristics of Services

Text Book: Chapter 11 of Text Book 2
Introduction to Services
(Presentation)
https://www.youtube.com/watch?v=v1jrPiaP5UQ
(Video)

Session 56

Marketing of Services - Unique Characteristics of Services

Text Book: Chapter 11 of Text Book 2
Introduction to Services
(Presentation)
https://www.youtube.com/watch?v=v1jrPiaP5UQ
(Video)

Session 57

Marketing of Services -  Marketing strategies for service firms – 7Ps.

Text Book: Chapter 11 of Text Book 2
Service Marketing Mix
(Presentation)
https://www.youtube.com/watch?v=GhFpvXsmBXY
(Video)
https://www.youtube.com/watch?v=8vzAtjQ90tc&t=578s
(Video)

Session 58 (Practice)
TEACHERS | ACADEMIC SCHEMA

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Marketing of Services -  Marketing strategies for service firms – 7Ps.

Text Book: Chapter 11 of Text Book 2
Students to give a presentation on 7Ps of a specific service industry (for e.g. Banking, Insurance, Aviation, Consultancy etc)

Session 59 & 60
(Practice-Review of Module IV) [End of Module IV]

Short Questions and Long Questions to be discussed from Module-IV.

Session 61, 62, 63 & 64 (Project Evaluation)

All the students to present the project allotted to them.

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