Course Title: Principles of Marketing
Course Code: 202403
Credits: 4
Level: Undergraduate (2nd Year B.Com)
University: Manonmaniam Sundaranar University
Course Description
This course introduces the fundamental concepts of marketing, providing students with a comprehensive understanding of marketing principles and practices. It aims to equip students with the skills and knowledge to analyze consumer behavior, identify market opportunities, and develop effective marketing strategies. Students will explore core topics such as the marketing mix, segmentation, targeting, positioning, and the role of marketing in a dynamic business environment.
The course emphasizes the application of marketing theories to real-world scenarios, fostering critical thinking and decision-making skills that are essential for future business professionals. By the end of the course, students will be prepared to address marketing challenges with a strategic approach.
Learning Outcomes
Upon successful completion of this course, students will be able to:
1. Understand the basic concepts and principles of marketing.
2. Analyze consumer behavior and its impact on marketing decisions.
3. Apply the marketing mix (Product, Price, Place, Promotion) to real-life business scenarios.
4. Identify and assess market opportunities through segmentation, targeting, and positioning.
5. Evaluate the role of digital marketing and emerging trends in the marketing landscape.
6. Develop strategic marketing plans aligned with organizational goals.
Course Content
The syllabus is based on the curriculum outlined by Manonmaniam Sundaranar University and includes the following key topics:
1. Introduction to Marketing
- Definition, Scope, and Importance of Marketing
- Core Concepts: Needs, Wants, Demands, and Markets
2. Consumer Behavior
- Factors Influencing Consumer Behavior
- Buying Decision Process
3. Marketing Mix
- Product Strategy: Product Lifecycle, Branding, and Packaging
- Pricing Strategies
- Distribution Channels and Logistics
- Promotion: Advertising, Sales Promotion, Public Relations
4. Market Segmentation, Targeting, and Positioning (STP)
- Types and Bases of Segmentation
- Targeting Strategies
- Positioning and Differentiation
5. Emerging Trends in Marketing
- Digital Marketing and E-Commerce
- Social Media Marketing
- Sustainable Marketing Practices
6. Marketing Research
- Importance and Process of Marketing Research
- Tools and Techniques
Assessment Methods
- Internal Assessment (25%): Assignments, Case Studies, and Presentations.
- End-Semester Examination (75%): Written Examination based on university guidelines.
Course Features
Interactive sessions with case studies and group discussions.
Real-world examples and marketing simulations.
Regular quizzes and assignments for continuous assessment.
Prerequisites
Students must have completed their first-year courses in Commerce.
- Teacher: Admin User