Syllabus for Essentials of Marketing

B.Tech/BT/BCA (Term III) School of Engineering and Technology Sharda University Unit 1
Marketing: The Development of Concept: Marketing Definition: Concept of Exchange Needs and Wants; Economic Utility Evolution of Marketing Production; Sales; Marketing; Societal Marketing: Marketing Myopia Significance of Marketing. Delivering Customer Values and Satisfaction :Business Components: Stakeholders; Processes; Resources; Organization Customer Satisfaction: Marketing Environment: Competitive Forces Types of Competitive Structures; Monitoring Competition; Micro-Environment: The Company; Suppliers; Intermediaries; Customers; Competitors; Public; Macro Environmental Factors Demographic Environment; Political Environment; Economic Environment; Socio Cultural Environment; Technology; Natural; Legal Environment

Unit 2
Organizational Markets and Organizational Buying Behavior: The Concepts of Organizational Buying Differences Between Organizational Markets and Consumer Markets: Organizational Marketing in India; Dimensions of Organizational Buying; The Classification of Organizational Markets Producer Markets; Reseller Markets; Government Markets; Institutional Markets Factors Influencing Organizational Buying: Participants in Organizational Buying; Procurement Process Stages of Buying Market Segmentation and Market Targeting: Need for Segmenting Markets Market Segmentation Levels: Segment Marketing; Individual Marketing; Niche Marketing; Local Marketing; Selection of Segmentation Variables Criteria for Segmenting Consumer Markets Criteria for Segmenting Organizational Markets, Effective Segmentation; Target Market. Selection Process Evaluating the Market Segments, Selecting the Market Segments;

Unit 3
Product Differentiation and Positioning Product Differentiation: Product Form; Design; Features; Product Quality Durability: Service Differentiation; Personnel Differentiation, Channel Differentiation, Image Differentiation; Positioning Getting into the Mind of the Consumer; Positioning of a Leader; Follower Repositioning the Competition. New Product Development: Challenges in New Product Development, Organizing the Product Development Process: Product Managers, Product Committees, Product Departments, Product Venture Teams, Stages of New Product Development: Idea Generation, Idea Screening, Concept Testing and Analysis, Product Development, Test Marketing, Commercialization.

Unit 4
Pricing and Marketing: Significance and Importance of Price to a Marketer, Price and Non-Price Competition, The Process of Setting Prices: Setting Pricing Objectives, Factors Affecting Demand Determination, Analyzing Competitors Pricing, Selection of a Pricing Method, Selection of a Pricing Policy , Approaches to Price Adjustments: Geographical Pricing, Promotional Pricing, Discriminatory Pricing, Discounts and Allowances, Experience Curve Pricing, Product Mix Pricing, Effects of Price Changes: Buyers Perception on the Price Changes, Competitors Reaction.

Unit 5 Advertising, Sales Promotion and Public Relations: Benefits of Advertising, Developing an Advertising Program: Identify the Target Audience, Define the Objectives of Advertising Campaign, Set the Advertising Budget, developing the Advertising Message, Selecting the Right Media, Evaluation of Advertising, Advertising Agencies, Sales Promotion: Purpose of sales

Promotion, Importance of Sales Promotion, Decision in Sales Promotion, Public Relations: Marketing and PR, Major Decisions in PR, Major tools of PR, Dealing with Unfavorable PR.
Marketing of Services Growing Importance of Services in Marketing; Bases for Service Classification: Service Tangibility; Skills and Expertise Required; Business Orientation of Service Provider; Type of End User; Characteristics of Services: Intangibility; Heterogeneity; Inseparability; Perishability; Developing Marketing Strategies for Services Managing Service Differentiation: Offer; Delivery; Image; Managing Service Quality; Managing Productivity; Product Support Service Management; After Sales Service Strategy.

Reference Books:

Marketing Management: Analysis, Planning, Implementation & Control Marketing Management Marketing Management Planning, Implementation & Control Marketing Cases In Marketing Management Principles of Marketing Marketing Management

Philip Kotler Prentice Hall Of India Dr. Saxena Rajan TMH

V.S Ramasamy & S.Namakumary McMillan India Ltd

Warren J Kaeegan, Sandra E Moriarty & Thomas.R.Duncan Prentice Hall Luiz Moutinho Addison Wesley Longman Philip Kotler and Gary Armstrong Pearson Education S.A Sherlekar Himalya publishing House, Bombay