JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objectives:

• To understand the various functions, evolution and challenges in marketing.
• To learn about marketing research process and its application.
• To understand about marketing segmentation, targeting and positioning.
• To analyze the new product development process and product life cycle of an organization.
• To evaluate the marketing mix and its impact on business.

Course Outcomes

Students will be able to

• Understand marketing principles, concepts and challenges.
• Analyse PESTEL in Indian market.
• Analyze Market Segmentation, Targeting and Positioning strategies of the organization.
• Evaluate factors of new product development, understand PLC and about various marketing strategies.
• Understand marketing mix and its impact on business.

UNIT - I: Introduction to Marketing

Meaning of Marketing. Evolution of Marketing, Nature & Scope marketing -Basic Principles of the production, product, selling, marketing and holistic marketing concepts. Marketing Challenges of the 21st century, e-Marketing.

UNIT - II: Marketing Research & Marketing Environment

Nature & Scope, Marketing Research Process, types of research. demographic, Political, Economic, Socio cultural, Technological, Environmental, Legal environment (PESTEL)(Indian context).

UNIT - III: Market Segmentation, Targeting & Positioning (STP)

Market Segmentation, meaning, its benefits, Bases for segmenting Consumer market and Industrial market, Market Targeting, Product positioning concept and Tools.

UNIT - IV: New Product Development

New Product Development: Concept, Levels of Products – core benefit, Product Life Cycle - concept, stages and its influence on marketing mix decisions.

UNIT - V: Marketing Mix

Price: Meaning, pricing objectives, Pricing Strategies - skimming pricing, Penetration pricing and psychological pricing. Place: Channel functions, channel Levels, types of wholesalers. Promotion Mix: Factors determining promotion mix, promotional tools –basics of advertisement, sales promotion, public relations and publicity and personal selling.

Suggested Readings:

• Philip Kotler, Gray Armstrong, Prafulla Agnihotri, Principles of Marketing, 17e.Pearson Education,2018.
• Rosalind Masterson, Nichola Phillips, David Pickton, Marketing An Introduction, 5 e, SAGE South Asia edition, 2021
• Lamb, Hair, Sharma, Mc Daniel, Principles of Marketing, A South Asian Perspective Cengage Learning, 2016.
• Ramaswamy Namakumari, Marketing Management-Indian Context, Global Perspective,6e. Sage Texts, 2018.
• K.S. Chandrashekar, Market Management-Text & Cases, Tata Mc Graw Hill,2010.
• Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti, Marketing Oxford University Press, 2020. BBA SEMESTER – II