MARKETING

Course Description

This course introduces the essential principles of marketing (key concepts, methods of analysis, strategies and tactics) critical to managing profitable customer relationships in today’s dynamic and allied environment. Topics include, understanding the marketplace, product, services and branding strategies, new product strategies, pricing products, marketing channels, integrated marketing communication strategies. The course will help in understanding development of managerial decision-making techniques and problem-solving through practice in analyzing practical marketing cases. It will expose students to the commonly problems faced by marketing managers and to develop skills in analyzing marketing problems and preparing implementable plans of action based on analyses of given business situations. Cases and a marketing simulation are used to focus the discussion and to reinforce learning of key marketing concepts.

MARKETING

Evaluation Tools (Active Term)

Course outcomes

1. 01 Define marketing and outline the steps in the marketing process.
2. 02 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
3. 03 Describe the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy
4. 04 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
5. 05 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.

Course Syllabus

Reference Books & Course Materials

1. 01 Kotler, P. Armstrong, G & Balasubramanian, S (2024). Principles of Marketing, Global Edition, 19th edition. Pearson Education.

Learning Outcomes

1. L01 Define marketing and outline the steps in the marketing process. SOLO 2
2. L02 Describe the environmental forces that affect the company’s ability to serve its customers. SOLO 3
3. L03 Discuss the unique challenges that some marketing researchers encounter. SOLO 5
4. L04 Discuss the stages in the consumer market buyer decision process and the major types of buying decisions. SOLO 5
5. L05 Describe the adoption and diffusion process for new products. SOLO 3
6. L06 Discuss the major factors that influence business buyer behaviour. SOLO 5
7. L07 Discuss how companies differentiate and position their products for maximum competitive advantage. SOLO 5

Program Outcomes

1. Should be able to write effective reports, understand written reports, and prepare design and production reports.
2. Should have the ability to make effective presentations.
3. Should have the ability to give and have clear and understandable instructions.
4. Should gain consciousness (awareness) about the necessity of lifelong learning.
5. Should have the ability to access information.
6. Should have the ability to follow developments in science and technology and constantly renew himself/herself.
7. Should gain the awareness of professional and ethical responsibility and should act in accordance with ethical principles.
8. Should gain knowledge about the standards used in engineering applications.
9. Should gain knowledge about project management, risk management, and change management practices in business life.
10. Should gain awareness about entrepreneurship, and innovation.
11. Should gain knowledge about development in sustainability.
12. Should gain knowledge about the effects of engineering practices on health, environment, and security at universal and social dimensions and the problems of the age reflected in the field of engineering.
13. Awareness should be gained about the legal consequences of engineering solutions.
14. Should have sufficient knowledge in mathematics, science, and subjects specific to the relevant engineering discipline.
15. Should have the ability to use theoretical and applied knowledge in mathematics, science, and related engineering disciplines in complex engineering problems.
16. Should have the ability to detect, define, formulate, and solve complex engineering problems.
17. Should have the ability to select and apply appropriate analysis and modeling methods to solve complex engineering problems.
18. Should have the ability to design a complex system, process, device, or product to meet specific requirements under realistic constraints and conditions.
19. Should have the ability to apply modern design methods.
20. Should have the ability to develop, select, and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in engineering applications.
21. Should have the ability to use information technologies effectively.
22. Should have the ability to design experiments, for the study of complex problems or discipline-specific research topics.
23. Should have the ability to conduct experiments, collect data, analyze and interpret results for the study of complex problems or discipline-specific research topics.
24. Should have the ability to work in intradisciplinary teams.
25. Should have the ability to work in interdisciplinary teams.
26. Should have the skills to work individually.
27. Should have the ability to communicate effectively verbally and in writing.
28. Should have the knowledge of at least one foreign language.

Po-Lo Matrix