This is a basic course especially for students pursuing Management studies which requires fundamental clarity on the Marketing Concepts at the undergraduate level and at the Post graduate level. Principles of Marketing is a non-elective/core subject in most of the Management Universities. This course will assist the students to gain an insight on all the topics covered in the subject. Hence the course, in the form of videos, is quite elaborate and extensive with a wide range of examples from the Business World. Creating value added Customer Relationship should be the purpose of any Business Model and this has been emphasized throughout this course. References have been taken from many books on Marketing, especially Principles of Marketing by Philip Kotler and Gary Armstrong and Fundamentals of Marketing by William Stanton, Michael Etzel and Bruce Walker.

My experiences in the Marketing field and in Business with consideration to the Societal Marketing Concept has helped me to complement it further. I hope my students will enjoy the journey of this course.

What will you learn?

Ø Introduction to Marketing

Ø Steps in Marketing process and related Core concepts

Ø Orientation of firms

Ø Difference between Selling and Marketing

Ø Marketing as an Activity, as a Function, and its Scope

Ø Marketing Environment

Ø Marketing Information System (MIS)

Ø Marketing Research (MR)

Ø Marketing Mix – 4Ps +3Ps

Ø Industrial Buying Behaviour

Ø Consumer Behaviour

Ø Consumer Buying Decision

Ø Segmentation

Ø Targeting

Ø Positioning

Ø Case studies