BCOE-141: Principles of Marketing By Dr. Anupriya Pandey
This course enables learners to understand the fundamentals of marketing concept, Its role in any business organisation. It also enables learners to get acquainted with ‘Marketing mix’ elements and the strategies and principles underlying the modern marketing practices. After doing this course learners would be able to demonstrate their comprehension of marketing concepts and knowledge by applying those in their exams, case studies discussions, presentations assignments/Project. The assignments/projects would enable students to apply the marketing concepts and marketing mix elements practically. learners will get an opportunity to listen to the people from academia, research and industry. Online debates and presentations are included in the course to encourage students to get involved, absorb and assimilate inputs.
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Course credit |
6 |
Summary
| Course Status : | Upcoming |
| Course Type : | Not Applicable |
| Duration : | 16 weeks |
| Start Date : | 01 Sep 2021 |
| End Date : | |
| Exam Date : | |
| Category : |
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| Credit Points : | 6 |
| Level : | Undergraduate |
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Course layout
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Weeks |
E-text |
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Week 1: Marketing and Marketing Environment |
Unit 1: Nature and scope of Marketing Unit 2: Marketing Environment |
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Week 2: Segmentation Targeting and Positioning |
Unit 3: Markets and Market Segmentation |
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Week 3: Consumer Behaviour |
Unit 4: Consumer Behaviour |
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Week 4: Product |
Unit 5: Product, concept and classification Unit 6: New Product Development |
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Week 5: Product decision |
Unit 7: Branding and Packaging
Unit 8: Objectives and Methods
Unit 9: Discount and allowances |
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Week 6: Pricing |
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Week 7: Pricing |
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Week 8: Pricing |
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Week 9: Regulation of prices |
Unit 10: Regulation of prices |
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Week 10: Distribution |
Unit 11: Channels of Distribution-I Unit 12: Channels of Distribution-II |
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Week 11: Distribution |
Unit 13: Physical Distribution |
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Week 12: Promotion |
Unit 14: Promotion Mix Unit 15: Personal selling and sales promotion |
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Week 13: Promotion |
Unit 16: Advertising and Publicity |
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Week 14: Services marketing |
Unit 17: Services Marketing |
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Week 15: Rural Marketing |
Unit 18: Rural Marketing |
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Week 16: Emerging Trends in Marketing |
Unit 19: Emerging issues in Marketing Unit 20: Emerging issues in Marketing-II |
Books and references
• IGNOU SLM
• Kotler, Philip, Gary Armstrong, Prafulla Agnihotri and Ehsanul Haque. Principles of Marketing.
• 13th edition. Pearson Education.
• Michael, J. Etzel, Bruce J. Walker, William J Stanton and Ajay Pandit. Marketing: Concepts and
• Cases. (Special Indian Edition)., McGraw Hill Education
• William D. Perreault, and McCarthy, E. Jerome., Basic Marketing. Pearson Education.
• Majaro, Simon. The Essence of Marketing. Pearson Education, New Delhi.
• The Consumer Protection Act 1986.
Instructor bio
Dr. Anupriya Pandey
Indira Gandhi National Open University
Instructor has Fifteen years of experience in Teaching, Training, Research and Consultancy. Special Area of interest is Entrepreneurship . She has contributed in the area of marketing by way of teaching , writing research papers and writing Self Instructional reading Material. She has conducted several national / international training priogrammes for teachers and trainers which includes two weeks National Faculty Development Program (FDP) in entrepreneurship supported by NSTEDB, Department of science and technology , Government of India and six weeks International Faculty Development Programme (FDP) in Entrepreneurship, Sponsored by Indian Technical and Economic Cooperation (ITEC), ministry of external affairs, government of India, New Delhi as Programme Director . Gave consultancy to MSMEs as an Enterprise development Specialist, Cluster Development Initiatives, IL&FS.
Summary
| Course Status : | Upcoming |
| Course Type : | Not Applicable |
| Duration : | 16 weeks |
| Start Date : | 01 Sep 2021 |
| End Date : | |
| Exam Date : | |
| Category : |
|
| Credit Points : | 6 |
| Level : | Undergraduate |
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