After completion of this course each student would be able to:
The Marketing Principles and Practices is a compulsory course and has been offered by the Department of Industrial Engineering and Management.
|
CLOs |
Description |
Taxonomy Level |
PLO |
|
1 |
INTERPRET the complex marketing issues and problems using relevant theories, concepts and methods with regard of ethical conduct. |
C3 |
8 |
|
2 |
APPLY contemporary marketing theories to the demands of business and management practice. |
C3 |
11 |
|
3 |
ANALYZE a professional sales solution for a product or service to a prospective business-buying customer using appropriate sales methodologies. |
C4 |
3 |
Course Contents:
role & scope of marketing, Role & functions of marketing, Different definitions of Marketing, Scope of Marketing Management.
Needs, Wants & Demands, Exchange and Transactions Process, Company Orientation Toward the Market Place, Marketing Mix, and Marketing Environment.
Defining Customer value & satisfaction, Retaining Customers.
Social influence on consumers.
Levels of Market segmentation, segmenting consumer targets, market targeting, Principal Marketing Strategies, Strategic Alternatives, Marketing program strategies,
Selecting the pricing objectives, Factors effecting price sensitivity, Selecting a Pricing Method.
Setting Advertising objectives, Deciding on Advantaging Budget, Deciding on Advertising Message.
Branding, Trade Mark, Labeling & Packaging.
Introduction, objects of market research, undertaking market research, marketing functions. Components of modern marketing information system, Marketing research system, marketing research process.
