Principles
of Marketing is a core course of Marketing at undergraduate and post graduate
level programmes in Commerce and Management. This course focuses on
understanding fundamental concepts, methods and techniques of marketing along
with real life examples and case studies. Marketing is one of the primary business
functions performed in any organization. It enables a company to understand,
design, and deliver the right kind of products and services to its customers
and helps in achieving competitive advantage. After undertaking this course,
the student will be able to understand and comprehend the importance of
marketing in overall business perspective; the environment in which marketing
is practiced; consumer and their behaviour, description of market and its
elements; tools and techniques of marketing for deciding right marketing mix
along with their real life applications.
| Course Status : | Upcoming |
| Course Type : | Elective |
| Language for course content : | English |
| Duration : | 12 weeks |
| Category : |
|
| Credit Points : | 5 |
| Level : | Undergraduate |
| Start Date : | 15 Jan 2026 |
| End Date : | 30 Apr 2026 |
| Enrollment Ends : | 28 Feb 2026 |
| Exam Date : | |
| Translation Languages : | English |
| NCrF Level : | 5.5 |
| Industry Details : | Management Sector |
|
Week |
Module No |
Title of the Module |
|
1 |
1 |
Nature, Scope and Importance of
Marketing |
|
2 |
Evolution of Marketing |
|
|
3 |
Marketing in an Organization |
|
|
4 |
The concept of Marketing Mix |
|
|
5 |
Marketing Environment – PESTEL
Framework |
|
|
2 |
6 |
Analysing Market Forces – Five
Forces Model |
|
7 |
Marketing Research |
|
|
8 |
Marketing Planning |
|
|
9 |
Consumer Behaviour – Nature and
Importance |
|
|
10 |
Consumer Buying Decision Process |
|
|
3 |
11 |
Psychological Factors Influencing
Buying Behaviour |
|
12 |
Cultural and Socio-Economic
Factors Influencing Buying Behaviour |
|
|
13 |
Market Segmentation – Concept,
Important and Bases |
|
|
14 |
Target Market Selection |
|
|
15 |
Positioning Concept and Importance |
|
|
4 |
16 |
Product Concept and Importance |
|
17 |
Product Classification |
|
|
18 |
Product Mix - Concepts and
Decisions |
|
|
19 |
Branding
|
|
|
20 |
Packaging,
Labelling and Product Support Services |
|
|
5 |
21 |
Product
Life Cycle |
|
22 |
New
Product Development Process |
|
|
23 |
Pricing
– Concept and Significance |
|
|
24 |
Factors
affecting price of a product |
|
|
25 |
Pricing Policies and Strategies |
|
|
6 |
26 |
Channels of Distribution |
|
27 |
Functions
of Marketing Channels |
|
|
28 |
Factors affecting choice of channels |
|
|
29 |
Introduction
to Retail Marketing |
|
|
30 |
Retail
formats |
|
|
7 |
31 |
Multi-channel
and Omni-channels Retailing |
|
32 |
Advertising
|
|
|
33 |
Public
Relations |
|
|
34 |
Sales Promotion |
|
|
35 |
Personal Selling |
|
|
8 |
36 |
Introduction
to Digital Marketing |
|
37 |
Social Media Marketing |
|
|
38 |
Marketing
Strategies for Leaders |
|
|
39 |
Marketing Strategies for
Challengers |
|
|
40 |
Marketing Strategies for Followers
and Nichers |
|
|
9 |
41 |
Crisis Management |
|
42 |
Services
Marketing |
|
|
43 |
Service Recovery |
|
|
44 |
Customer
Relationship Management |
|
|
45 |
Rural Marketing |
|
|
10 |
46 |
Global Marketing – Part 1 |
|
47 |
Global Marketing – Part 2 |
|
|
48 |
Entrepreneurship Marketing |
|
|
49 |
Social
Marketing |
|
|
50 |
Green
Marketing |
|
|
11 |
51 |
Consumerism |
|
52 |
Neuro Marketing – Part 1 |
|
|
53 |
Neuro Marketing – Part 2 |
|
|
54 |
Advance in Marketing – Artificial
Intelligence |
|
|
12 |
55 |
Case Study - 1 - Email Marketing |
|
56 |
Case Study - 2 - Golf Tripz |
|
|
57 |
Case Study - 3 - Golkonda Hotels |
l
Principles of Marketing, Philip Kotler and Gary Armstrong, Prafulla
Agnihotri, Pearson, New Delhi.
l
Marketing Management, Rajan Saxena, McGraw Hill, New Delhi.
l
Marketing Management, V. S. Ramaswamy and S. Namakumari, Sage, New Delhi.
l
Marketing Management, Philp Kotler and Keven Lane Keller, New Delhi.
Educational
Qualifications
M.B.A. and Ph. D. in Management (Marketing) from Devi Ahilya
Vishwavidyalaya, Indore
Teaching
Experience – About Twenty Years
Citations and h-Index
Research Project
Research Papers Published in Peer Reviewed Journals: More
than 40
Some of the publications are in Scopus Indexed Journals include: International Journal of Retail and Distribution Management, Journal of Service Theory and Practice, Services Marketing Quarterly.
Papers Presented in Conferences: More than 25
Some of the conferences at IIM(Ahmedabad), IIM(Kozhikode), IIM(Indore),
Universiti Putra Malaysia, Malaysia, BHU, Great Lakes Institute of Management,
Chennai.
Workshops/ Faculty Development Programmes (FDPs)/Courses: 21
Including Faculty Development Programme on Management from IIM Kozhikode and IIM Shillong.
MOOCs: Developed MOOCs on Principles of Marketing; Coordinator-MOOCs on Digital Marketing
Awards
Reviewer of International Journals
Institutional Contribution: Teaching Marketing Courses; Curriculum Development; Administration (Academic Programs); Exams, Evaluation, Results; DQAC – NAAC; Conduct of Conferences / Workshops; Student Activities and Clubs; Youth Festivals; Annual Sports Activities and other activities as assigned
Correspondence Address:
International Institute of Professional Studies,
Devi Ahilya Vishwavidyalaya,
Takshashila Parisar,
Khandwa Road,
Indore – 452017.
Course Certificate Criteria
1. End-Term Examination:
o Weightage: 70% of the final result
o Minimum Passing Criteria: 40%
2. Internal Assessment:
o Weightage: 30% of the final result
o Minimum Passing Criteria: 40%
Calculation of IA Marks:
o Out of all graded weekly assessments/assignments, the top 50% of assignments shall be considered for the calculation of the final Internal Assessment marks.
All students who obtain 40% marks in the internal assessment and 40% marks in the end-term proctored exam separately will be eligible for the SWAYAM Credit Certificate.
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