Fundamental of Marketing

COURSE OUTCOMES:

 CO1: Understanding marketing fundamentals: core concepts, market segmentation, targeting, positioning, and the marketing mix.

CO2: Describing marketing strategies, tactics, and tools across different market scenarios.

CO3: Evaluating marketing effectiveness through consumer behavior analysis and trend assessment.

CO4: Applying marketing theories to develop and execute comprehensive marketing plans for business success.

 

COURSE CONTENT:

 

UNIT I                                                                                                                                                                                 [10 SESSIONS]

Introduction: Nature, scope and importance of marketing; Evolution of marketing concepts; Marketing mix; Marketing environment. Micro and Macro environmental factors.

Consumer Behaviour – An Overview: Consumer buying process; Factors influencing consumer buying   decisions.

 

UNIT II                                                                                                                                                                                [10 SESSIONS]

Market Selection: Market segmentation – concept, importance and bases; Target market selection; Positioning concept, importance and bases; Product differentiation vs. market segmentation. Product: Meaning and importance. Product classifications; Concept of product mix; Branding, packaging and labelling; After-sales services; Product life-cycle; New Product Development.

 

UNIT III                                                                                                                                                                           [10 SESSIONS]

Pricing: Significance; Factors affecting price of a product; Major pricing methods; Pricing policies and strategies. Promotion: Nature and importance of promotion; Promotion Tools: advertising, personal selling, public relations; sales promotion and publicity – concept and their distinctive characteristics; Promotion mix; Factors affecting promotion mix decisions; and Integrated Marketing Communication Approach.


 UNIT IV                                                                                                                                                                         [15 SESSIONS]

Distribution: Channels of distribution - meaning and importance; Types of distribution channels; Wholesaling and retailing; Factors affecting choice of distribution channel; Distribution Logistics; Meaning, importance and decisions. Retailing: Types of retailing – store based and non- store-based retailing, chain stores, specialty stores, supermarkets, retail vending machines, mail order houses, retail cooperatives; Management of retailing operations: an overview; Retailing in India: changing scenario. Recent developments in marketing: Social Marketing, Online Marketing, Direct Marketing, Services Marketing, Green Marketing, Relationship Marketing, Rural marketing.

 

 TEXT BOOKS:

1.    Kotler, Philip; Keller, Kevin Lane; Koshy, Abraham, and Mithileshwar Jha, Marketing Management: A South Asian Perspective, Pearson Education.

2.    Palmer, Adrian, Introduction to Marketing, Oxford University Press, UK

3.     Lamb, Charles W.; Hair, Joseph F., and Carl McDaniel, Principles of Marketing, South-Western Publishing, Ohio

4.    Chhabra, T.N., Principles of Marketing, Sun India Publication.


Fundamental of Marketing

COURSE OUTCOMES:

 CO1: Understanding marketing fundamentals: core concepts, market segmentation, targeting, positioning, and the marketing mix.

CO2: Describing marketing strategies, tactics, and tools across different market scenarios.

CO3: Evaluating marketing effectiveness through consumer behavior analysis and trend assessment.

CO4: Applying marketing theories to develop and execute comprehensive marketing plans for business success.

 

COURSE CONTENT:

 

UNIT I                                                                                                                                                                                 [10 SESSIONS]

Introduction: Nature, scope and importance of marketing; Evolution of marketing concepts; Marketing mix; Marketing environment. Micro and Macro environmental factors.

Consumer Behaviour – An Overview: Consumer buying process; Factors influencing consumer buying   decisions.

 

UNIT II                                                                                                                                                                                [10 SESSIONS]

Market Selection: Market segmentation – concept, importance and bases; Target market selection; Positioning concept, importance and bases; Product differentiation vs. market segmentation. Product: Meaning and importance. Product classifications; Concept of product mix; Branding, packaging and labelling; After-sales services; Product life-cycle; New Product Development.

 

UNIT III                                                                                                                                                                           [10 SESSIONS]

Pricing: Significance; Factors affecting price of a product; Major pricing methods; Pricing policies and strategies. Promotion: Nature and importance of promotion; Promotion Tools: advertising, personal selling, public relations; sales promotion and publicity – concept and their distinctive characteristics; Promotion mix; Factors affecting promotion mix decisions; and Integrated Marketing Communication Approach.


 UNIT IV                                                                                                                                                                         [15 SESSIONS]

Distribution: Channels of distribution - meaning and importance; Types of distribution channels; Wholesaling and retailing; Factors affecting choice of distribution channel; Distribution Logistics; Meaning, importance and decisions. Retailing: Types of retailing – store based and non- store-based retailing, chain stores, specialty stores, supermarkets, retail vending machines, mail order houses, retail cooperatives; Management of retailing operations: an overview; Retailing in India: changing scenario. Recent developments in marketing: Social Marketing, Online Marketing, Direct Marketing, Services Marketing, Green Marketing, Relationship Marketing, Rural marketing.

 

 TEXT BOOKS:

1.    Kotler, Philip; Keller, Kevin Lane; Koshy, Abraham, and Mithileshwar Jha, Marketing Management: A South Asian Perspective, Pearson Education.

2.    Palmer, Adrian, Introduction to Marketing, Oxford University Press, UK

3.     Lamb, Charles W.; Hair, Joseph F., and Carl McDaniel, Principles of Marketing, South-Western Publishing, Ohio

4.    Chhabra, T.N., Principles of Marketing, Sun India Publication.


COMPANY LAW

COURSE OUTCOMES:

CO1: Understanding key legal principles governing corporations, including formation, management,

and dissolution.

CO2: Describing the legal framework regulating the establishment and operation of companies.

CO3: Analysing landmark court decisions and legislative changes affecting corporate governance and

compliance.

CO4: Applying company law principles to analyze and solve hypothetical legal scenarios involving

corporate governance issues.

COURSE CONTENT

UNIT I [9 SESSIONS]

Introduction: Definition and Kinds of Company, Promotion and Incorporation of Companies;

Memorandum of Association, Articles of Association, Prospectus.

UNIT II [9 SESSIONS]

Shares, Share Capital, Members, Transfer and Transmission of shares, Directors- Managing Director,

Whole Time Director

UNIT III [9 SESSIONS]

Capital Management; Borrowing powers, mortgages and charges, debentures, Company Meetingskinds, quorum, voting, resolutions, minutes

UNIT IV [9 SESSIONS]

Majority Powers and minority rights, Prevention of oppression and mismanagement, winding up of

companies, its Kinds and Conduct

UNIT V [9 SESSIONS]

Documents: Memorandum of association and its alteration, articles of association and its alteration,

doctrine of constructive notice and indoor management, prospectus, issue of bonus shares,

transmission of shares, buyback and provisions regarding buyback, share certificate and membership

of a company.

CORPORATE ESSENTIALS IN MANAGEMENT BCH 117

COURSE OUTCOMES:

CO1: Remembering soft skills essential for success in the corporate world, such as communication, teamwork, problem-solving, time management, and leadership.

CO2: Understanding how to be in successful in selection process.

CO3: Understanding how effective communication (verbal and non-verbal) enhances collaboration, leadership, and conflict resolution within an organization.

CO4: Applying active listening, empathy, and assertiveness techniques in professional interactions to enhance communication and rapport-building with colleagues, clients, and stakeholders.

 

COURSE CONTENT

UNIT I                                                                                                                          [12 SESSIONS]

NON-VERBAL COMMUNICATION AND BODY LANGUAGE: Forms of non-verbal communication; interpreting body-language cues; kinesics; proxemics, chronemics, effective use of body language

 

UNIT II                                                                                                                        [12 SESSIONS]

INTERVIEW SKILLS: Types of Interviews; ensuring success in job interviews; appropriate use of non-verbal communication

 

UNITIII                                                                                                                         [12SESSIONS]

GROUP DISCUSSION: Differences between group discussion and debate; ensuring success in group discussions

 

UNITIV                                                                                                                         [12SESSIONS]

PRESENTATION SKILLS: Oral presentation and public speaking skills; business presentations

 

UNIT V                                                                                                                        [12 SESSIONS]

TECHNOLOGY-BASED COMMUNICATION: Netiquettes: effective e-mail messages; power-point presentation; enhancing editing skills using computer software