Calicut University • B.Com • Semester 5
Principles of Marketing (COM5CJ303) — Official Syllabus & Course Structure
Four-Year Undergraduate Programme (FYUGP) • Curriculum Framework
Course Details & Academic MatrixMAJOR DISCIPLINE COURSE
Course Code:COM5CJ303
Course Type:Major Core
Semester:Semester V
Academic Level:300 – 399
Credits:4 Credits
Instructional Hours:4 Hours / Week
Total Course Hours:60 Hours
Pre-requisites:Basic business activities understanding
Course Summary & Pedagogical Objective
This course aims to equip students with a comprehensive understanding of key marketing concepts, theories, and contemporary practice. It covers the core foundational principles of marketing, including market analysis, consumer behavior, product development, pricing strategies, multi-channel promotion and distribution, artificial intelligence integration, marketing analytics, and ethical societal responsibilities.
Course Outcomes (COs)
| CO | Course Outcome Statement | Cognitive Level | Knowledge Category | Evaluation Tools |
|---|---|---|---|---|
| CO1 | Develop basic knowledge about the concepts, principles, tools and techniques of marketing. | U (Understand) | C (Conceptual) | Examinations, Quizzes, Assignment, Seminar |
| CO2 | Analyze consumer behavior and decision-making processes to identify market opportunities and develop effective marketing strategies. | An (Analyse) | C (Conceptual) | Examinations, Assignment, Role Play, Project |
| CO3 | Apply marketing frameworks and models to analyze the competitive landscape and develop positioning strategies. | Ap (Apply) | P (Procedural) | Project, Case Study |
| CO4 | Communicate marketing concepts, strategies, and recommendations effectively through written reports and oral presentations. | Ap (Apply) | P (Procedural) | Project, Case Study |
Detailed Unit-Wise Modular Syllabus
| Module | Unit | Curricular Topics & Detailed Coverage | Hours |
|---|---|---|---|
| I | — | Introduction to Marketing | 8 Hrs |
| Unit 1 | Definition, Features, Core Principles and Scope of Marketing (10 Marketed Entities) | 2 | |
| Unit 2 | Evolution of Marketing Concepts and Philosophies (Production, Product, Selling, Marketing, Societal) | 1 | |
| Unit 3 | Significance of Marketing in Business, Consumers (Economic Utilities), and the National Economy | 1 | |
| Unit 4 | Universal Functions of Marketing (Clark and Clark: Exchange, Physical Supply, Facilitating Functions) | 2 | |
| Unit 5 | Overview of Marketing Management Process (Analyzing Opportunities, STP, 4P Mix, Implementation, Control) | 2 | |
| II | — | Consumer Behaviour & STP | 10 Hrs |
| Unit 6 | Types of Consumer Buying Behaviour (Assael Matrix) & Determinant Factors (Cultural, Social, Personal, Psychological) | 2 | |
| Unit 7 | Consumer Buying Decision Process (5-Stage Model, Cognitive Dissonance, ZMOT, Showrooming vs Webrooming) | 2 | |
| Unit 8 | Market Segmentation Theory & Effective Criteria (MASDA Framework) | 1 | |
| Unit 9 | Importance and Bases of Segmentation (Geographic, Demographic, Psychographic, Behavioral) | 1 | |
| Unit 10 | Target Marketing Strategies (Mass, Segmented, Niche, Micromarketing) | 2 | |
| Unit 11 | Market Positioning Strategies, Value Proposition Formulation & Perceptual Mapping | 2 | |
| III | — | Marketing Mix Strategies | 15 Hrs |
| Unit 12 | Concept of Marketing Mix (4 Ps, 7 Ps for Services, 4 Cs), Product Classifications & 5 Product Levels | 3 | |
| Unit 13 | Stages of New Product Development (NPD 8 Stages) & Product Life Cycle (PLC 4 Stages) Strategies | 3 | |
| Unit 14 | Overview of Brand Management: Brand Equity, Co-Branding & Ingredient Branding | 2 | |
| Unit 15 | Packaging & Labeling Decisions (FSSAI statutory rules), Warranties & Guarantees | 2 | |
| Unit 16 | Pricing Concepts: Cost-based, Value-based, Skimming vs. Penetration, Psychological & Dynamic Pricing | 3 | |
| Unit 17 | Distribution Channels (Levels 0–3), Channel Conflict Resolution, Logistics & E-Commerce / M-Commerce | 2 | |
| IV | — | Recent Developments in Marketing | 15 Hrs |
| Unit 18 | Applications of AI in Marketing: Machine Learning, Recommendation Engines, Dynamic Pricing, Conversational AI | 2 | |
| Unit 19 | Influencer Marketing (Nano to Mega tiers, Engagement Rate), Short-form Video & Social Media Trends | 3 | |
| Unit 20 | Marketing Analytics: CAC, CLV, ROAS, Unit Economics, Multi-Touch Attribution Modeling, Funnel Analytics | 2 | |
| Unit 21 | Omni-Channel Marketing (BOPIS/BORIS) & Search Engine Optimisation (On-page, Off-page, Technical SEO, SEM) | 3 | |
| Unit 22 | Purpose-Driven Marketing: Brand Activism, Simon Sinek's Golden Circle, Corporate Citizenship | 2 | |
| Unit 23 | Ethical Issues: Greenwashing, Digital Dark Patterns, Data Privacy (DPDP Act, GDPR), Consumer Protection | 3 | |
| V | — | Open-Ended Module (Practical Applications) | 12 Hrs |
| — | Current trends shaping marketing landscape, comparative pricing analysis, Social Media Marketing role-plays, Case studies, and group marketing simulations. | 12 |
Recommended Reference Textbooks
- Philip Kotler & Kevin Lane Keller, "Marketing Management" (15th Edition), Pearson India Education Services Pvt Ltd.
- V.S. Ramaswamy & S. Namakumari, "Marketing Management: Global Perspective, Indian Context", McGraw Hill Education (India) Private Limited, New Delhi.
- S.A. Sherlekar, "Marketing Management: Concepts and Cases", Himalaya Publishing House Pvt Ltd.
- William J. Stanton, Michael J. Etzel, & Bruce J. Walker, "Fundamentals of Marketing", McGraw Hill Publishing Co, New York.
- Charles W. Lamb, Joseph F. Hair, & Carl McDaniel, "Marketing", Cengage Learning Inc USA.
- Jeffrey F. Rayport & Bernard J. Jaworski, "Introduction to E-Commerce", Tata McGraw Hill, New Delhi.
COM5CJ303Principles of Marketing
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Calicut University • FYUGP 2024 Syllabus
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