Name of the Course: Principles of Marketing

Faculty Information
Name of the faculty
Designation
E-mail
Mobile

Dr. Raghuram.J
Associate Professor
raghuram.j@vit.ac.in or jeenvrr@gmail.com
7708234987

Course Information
Learning Objectives: To present fundamental concepts and application of marketing in modern
organization
Expected Outcomes: To understand marketing concepts, environment, elements of marketing and
segmentation, market research and its application and consumer behavior.
1. The role and the functions of Marketing system in an International Perspective and in an
individual firm.
2. How marketing plays a major role in an organization and its effects.
3. Todays growth in social media and other non personal media is making a shift to new
promotional techniques and tools.
4. To understand the behavior of the consumer and then frame system where consumer will be
delighted.
5. Describe the role and the operation of the marketing system in the Indian economy and the
individual firm.
6. To understand the relationship between Marketing and other functional areas of an organization.
7. Learn and practice to create a Business Plan.
8. To expand your knowledge of the marketing industry while increasing your awareness of the
strategic and tactical decisions behind todays top performing brands.

Course rules:

Component Marks Allotted:

Class participation & preparedness are expected from the students, when in class and should thoroughly
read the required reading materials & complete the homework assignments given. Class participation &
preparedness will be tested individually through oral questions asked by the faculty.
Term Project/Paper.
In the final project/term Paper student groups are expected to identify an interesting and relevant
marketing challenge, and use all the learning from the course, along with their creativity and problemsolving skills, to recommend a course of action to solve the problem.
The students should select a problem pertaining to a particular industry or an entrepreneurial idea
arising from a new technology, new product/service or a social cause or the students can identify a topic
or an issue discussed in the class and review the literature on how that issue is discussed or used by
different companies. See the latest trends on that topic and the prevailing trends and try to identify the
strategy used and propose your recommendations on that issue or the topic. The final project or the term
paper can be aimed to develop an entire marketing strategy or to focus on a specific elements in
marketing mix ,like Product mix, pricing mix, distribution mix, promotion mix etc.
The group should define the strategy and actionable recommendations. The project /term paper should
end with a paper and presentation.
The style of the term paper can be as follows.
1. Problem Definition (brief). What problem are you trying to solve? Why is it an important
challenge facing the management?
2. Situation Analysis: In this section, the student should analyze the context of the problem. You
can apply the SWOT framework. Note that the facts considered and analysis conducted here
should be relevant to the managerial problem and your proposed solution.
3. Recommendations: Your recommendations can include both the marketing strategy (e.g., which
customer segments should be targeted? How should this offering be positioned?) and the
marketing tactics (e.g., what distribution channels should be adopted? How can the organization

effectively communicate its message to the right audience?) that are required to address the
managerial challenge.
4. Implementation:. If your project involves an implementation phase, how do you measure and
evaluate the performance of your proposed actions? Did they achieve the initial objective or meet
your expectations? What can you learn from the market feedback? If your proposed strategies or
actions have not been implemented, do you foresee any problems in the implementation phase?
You can have small survey either through questionnaires, or through google doc, or through
interviews or any other survey process so as to collect the feedback.
5. Finally the group has to make a term paper and then present the same to the class, so that any
modifications and changes can be taken and be incorporated in the project/paper.
Each group can take 5-7mins of PPT presentation
6. Final written report (your marketing plan), which consists of your recommendations on the 3Cs
(marketing analysis) and 4Ps (marketing mix), must be submitted. No extensions.
7. Submit the final copy after a plagiarism check along with the report.
8. The papers are exercises in application, that is, application of the concepts and principles of
marketing to the topic or area you have decided to study.
9. Your major reference sources will be books, articles in periodicals, and internet web pages.
10. You may even have to read a book about your company or industry to get some of the
information you need. Reference notes should be used throughout your papers
How to prepare a term paper a separate doc attached. Kindly go through the abstracts to
understand how technology is linked with Management.
Format of Term Paper/Research Paper.
Format Papers should be set out as follows, with each section beginning on a separate page:
Title page
Abstract
Introduction.
Review of Literature
Research methodology
Findings and suggestions
Conclusions
Tables

References
Grading:
Components Marks allotted (in percentage)
1. One Quiz

5 marks

2. Assignment (Term Paper)

10 marks (1st review: 5marks, Final Viva: 5 marks)

3. 2 CATS

30 marks

4. Term End

50 marks

Reference book/text for class participants:

1. Philip Kotler, Kevin Lane, Abraham Koshy & Jha, Marketing Management, 14th Edition, Pearson
2. Principles of Marketing, Etzil
3. Marketing Management , KS Chandrasekar, Mc Graw Hill
4. Stanton, Fundamentals of Marketing, 13th Edition, Tata McGraw Hill
5. R. Srinivas, Case Studies in Marketing Indian Context, Prentice & Hall

Course Plan:
CAT I Portion (15 sessions)
Marketing Concepts and Marketing Environment
Approaches to Marketing
Marketing Utilities Marketing Process
Functions of Marketing.
Basic concepts relating to Market, Demand, Need and want.
Mini case can be solved
Analyzing Needs and Trends in Macro Environment,
Economic Environment,
Technical Environment,

Political Environment and

Socio- Cultural Environment
Mini case can be solved
Market Segmentation
Bases for Market Segmentation of Consumer Goods, Industrial Goods and Services
Market Targeting And Positioning Strategies
Mini case can be solved.
Week before CAT 1 exams, Title and Topic of the Term Paper need to be submitted.
CAT II Portion (15 sessions)
Marketing Mix and Sales Analysis
Discussions on Three Ps
Product: Meaning,
Product Line vs. Product Mix,
Classification of Products,
Concept of Product Life Cycle ,
Stages of New product development
Brand decisions & Mini case can be discussed on all the above
Price: Meaning, Objectives, Pricing Methods & Policies.
Price Sensitivity, Pricing Decision Framework, Pricing Methods, Pricing Strategies
Mini case can be discussed
Place: Distribution, Physical distribution and Channel of Distribution
Integrated Marketing Channels, Channel Conflicts, Retailing & Wholesaling
Mini case can be discussed
Week before CAT II exams, I Review of the Term Paper.

After CAT II till Term End (15 Sessions)

Promotion: Objectives, elements of promotional mix. IMC, Sales Promotions,
Direct Marketing, Personal Selling
Mini case can be discussed
Market Research Scope, Research Process, MIS, Sales Forecasting
-

Marketing Planning Nature, Process and Contents of Marketing Plan

Mini case can be discussed.

Consumer Behaviour
Factors influencing buyer behavior
Buyer decision process
Consumer Psychology
Industrial Buyer behaviour Vs. Domestic Buyer Behaviour
Customer satisfactions Vs. Customer Delight
Consumer Value and Satisfaction.
Mini case can be discussed
Week before Last working day the final Review, Viva and Submission of the Term Paper.
---------------------------------------All the Best----------------------------------------------