BCOE-141: Principles of Marketing

By Dr. Anupriya Pandey | Indira Gandhi National Open University

Learners enrolled: 371

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.

Course credit

Summary

Course Status :	Upcoming
Course Type :	Not Applicable
Language for course content :	English
Duration :	16 weeks
Category :	Commerce
Credit Points :	6
Level :	Undergraduate
Start Date :	15 Jul 2025
End Date :	15 Nov 2025
Enrollment Ends :	15 Sep 2025
Exam Date :
NCrF Level	4.5

Page Visits

Course layout

Weeks	E-text
Week 1: Marketing and Marketing Environment	Unit 1: Nature and scope of Marketing Unit 2: Marketing Environment
Week 2: Segmentation Targeting and Positioning	Unit 3: Markets and Market Segmentation
Week 3: Consumer Behaviour	Unit 4: Consumer Behaviour
Week 4: Product	Unit 5: Product, concept and classification Unit 6: New Product Development
Week 5: Product decision	Unit 7: Branding and Packaging Unit 8: Objectives and Methods Unit 9: Discount and allowances
Week 6: Pricing
Week 7: Pricing
Week 8: Pricing
Week 9: Regulation of prices	Unit 10: Regulation of prices
Week 10: Distribution	Unit 11: Channels of Distribution-I Unit 12: Channels of Distribution-II
Week 11: Distribution	Unit 13: Physical Distribution
Week 12: Promotion	Unit 14: Promotion Mix Unit 15: Personal selling and sales promotion
Week 13: Promotion	Unit 16: Advertising and Publicity
Week 14: Services marketing	Unit 17: Services Marketing
Week 15: Rural Marketing	Unit 18: Rural Marketing
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.

Course certificate

Exam Registration URL: Announcements will be made when the registration form is open for registrations.

The online registration form has to be filled, and the certification exam fee needs to be paid.

CRITERIA TO GET A CERTIFICATE

30 Marks will be allocated for Internal Assessment (Final Quiz- Mandatory) which will be available at the end of the course and 70 Marks will be allocated for end term proctored examination.

A minimum of 40% passing marks (i.e. at-least 12 marks in Internal Assessment (Final Quiz- Mandatory) & 28 Marks in external proctored examination) will be required for being eligible for SWAYAM Certificate.

SWAYAM Helpline / Support