Module Descriptor: Fundamentals of Marketing

Contents

Module Structure
Module Objective
Syllabus
Recommended Reading
Assessment Pattern

Module Structure
Program Title: Post Graduate Diploma in Management

Area: Marketing SEM 1

Course Title: Fundamentals of Marketing

Code:

Number of Sessions: 32

Session Duration: 75 minutes

Total Class Hours: 40 hours

Credit: 3

Module Objective
The course aims to promote understanding concepts, processes and techniques of managing the
marketing function of a firm in the context of its business environment, the complexities related to
marketing functions, strategies in context of market dynamics.

To understand marketing principles and their applications.

To understand the options around the 4 P s of Marketing.
To understand the issues in planning, implementing, and evaluating marketing strategies.
To acquaint with appropriate concepts, theories, models and other tools to make better
marketing, product management and branding decisions.
To create awareness about the role of brands in formulating successful marketing strategies.

Syllabus
Topic
INTRODUCTION
Concept, nature, scope and importance of marketing;
Marketing concept and its evolution; Marketing mix; Marketing
Planning
CHANGING ROLE OF MARKETING
Markets, Evolving customer needs, Changing face of competition,
Innovation & Technology, Changing values and family outlook,
Economic condition & demography
NEED, WANTS, DESIRE & DEMAND
Role of Marketing and the AIDCA principle
Value Proposition
MARKET ANALYSIS AND SELECTION:
Macro and micro marketing environment and their impact on
marketing decisions;
Analysis of Competitors

FORECASTING SALES & DEMAND

Sales Forecasting - Methods
Market Research - Scope, Obstacles in acceptance
MARKET SEGMENTATION, TARGETING & POSITIONING
Why and how to segment broad principles
Attractiveness of segment & target
Positioning strategies
4 Ps OF MARKETING
Product- Price- Promotion & Place
PRODUCT & BRAND MANAGEMENT CONCEPT
Product Line & Extension
Product Life Cycle Management
Brand Management
Brand Repositioning & Extension
PRICING
Objective
Types of pricing methods
ADVERTISING & SALES PROMOTION

Number
of
Sessions
3

2
4

 Advertising Vs Sales Promotion

Advertising Tools
ATL & BTL Promotion & Tools
SALES & DISTRIBUTION
Sales Management
Channel Management
TOTAL

32

NOTE: Additional sessions would be used for internal assessment, group work etc.

Recommended Reading
1. Marketing Management: A South Asian Perspective - Philip Kotler, Kevin Lane Keller, Abraham Koshy and
Mithileswar Jha
2. Marketing Management: Rajan Saxena; TMH

Assessment Pattern
Timing

Mode

Marks

During the term

Class Tests / Presentations / Etc

50

End of the term

Written Test

50