Official Course Syllabus: Principles of Marketing
Official curriculum framework prescribed by the University of Calicut under the Four Year Undergraduate Programme (FYUGP) 2024 regulations. Includes course metadata, pre-requisites, Bloom's Taxonomy course outcomes (CO1–CO4), module-wise lecture hour allocations, open-ended practical projects, and approved university reference textbooks.
Pre-requisites
Foundational understanding of commerce, business organization, communication, and general economic principles provides an optimal base for studying modern market dynamics, consumer decision processes, and strategic brand management.
Course Summary
This course aims to equip students with a comprehensive understanding of key marketing concepts, theories, and practice. It covers the key principles of marketing, including market analysis, consumer behaviour, product development, pricing strategies, promotion, distribution, and contemporary digital and AI marketing advancements.
1. Course Outcomes (CO) & Evaluation Tools
The curriculum is designed under Outcome-Based Education (OBE) principles, mapping each learning outcome to Bloom's Revised Cognitive Levels and specific Knowledge Categories:
| CO | Course Outcome (CO) Statement | Cognitive Level* | Knowledge Category# | Evaluation Tools Used |
|---|---|---|---|---|
| CO1 | Understand foundational marketing philosophies, evolutionary concepts, and the significance of marketing in modern business and economic environments. | Understand (U) | Conceptual (C) | Continuous Internal Assessment (CIA), Objective Tests, Seminar Presentation |
| CO2 | Analyze internal and external factors driving consumer behavior and implement the Segmentation, Targeting, and Positioning (STP) framework in real-world markets. | Analyze (An) | Procedural (P) | Case Study Analysis, Market Segmentation Exercise, Written Examinations |
| CO3 | Formulate integrated marketing mix strategies across Product, Price, Place, Promotion, and the extended 7Ps for service enterprises. | Apply & Create (Ap/C) | Applied (A) | Marketing Plan Assignment, New Product Development Simulation, Term Exam |
| CO4 | Evaluate emerging trends including AI applications, influencer marketing, digital performance analytics (CAC, CLV, ROAS), and uphold ethical standards and data privacy laws. | Evaluate (E) | Metacognitive (M) | Digital Marketing Project, Performance Metrics Calculation, Group Discussion Viva |
* Cognitive Levels: Remember (R), Understand (U), Apply (Ap), Analyze (An), Evaluate (E), Create (C). # Knowledge Categories: Factual (F), Conceptual (C), Procedural (P), Metacognitive (M).
2. Detailed Module-Wise Syllabus
Introduction to Marketing & Marketing Management
Detailed Syllabus Topics Prescribed:
- Unit 1: Definition, Features, and Scope of Marketing: Traditional vs. contemporary definitions (Kotler, AMA); need, want, demand, customer value, satisfaction; marketable entities (goods, services, events, experiences, persons, places, properties, organizations, information, ideas).
- Unit 2: Evolution of Marketing Concepts and Philosophies: Historical transition across the Production Concept, Product Concept, Selling Concept, Marketing Concept, and Holistic/Societal Marketing Concept.
- Unit 3: Significance of Marketing: Importance of marketing to business enterprises, consumers, and society; role in driving economic growth, employment generation, and standard of living.
- Unit 4: Functions of Marketing: Functions of exchange (buying, assembling, selling); functions of physical supply (transportation, storage/warehousing); facilitating functions (financing, risk management, standardization, grading, market information).
- Unit 5: Overview of Marketing Management Process: Situational analysis (SWOT/PESTLE), market research, Segmentation-Targeting-Positioning (STP), marketing mix planning, execution, and control.
Consumer Behavior & Market Segmentation, Targeting, and Positioning (STP)
Detailed Syllabus Topics Prescribed:
- Consumer Buying Decision Process: Five distinct sequential stages — Problem/Need Recognition, Information Search (internal/external), Evaluation of Alternatives (choice set & evaluative criteria), Purchase Decision, and Post-Purchase Evaluation (cognitive dissonance, customer loyalty).
- Factors Influencing Consumer Behavior: Cultural factors (culture, subculture, social class); Social factors (reference groups, family roles, opinion leaders); Personal factors (age, life-cycle stage, occupation, economic status, lifestyle); Psychological factors (motivation, perception, learning, beliefs, attitudes).
- Market Segmentation: Definition, strategic importance, and criteria for effective segmentation (Measurable, Substantial, Accessible, Differentiable, Actionable); Bases of segmentation: Geographic, Demographic, Psychographic (VALS), and Behavioral (usage rate, benefits sought, loyalty).
- Target Market Selection: Evaluating segment attractiveness; Targeting strategies: Undifferentiated (mass marketing), Differentiated (segmented), Concentrated (niche marketing), and Micromarketing (local/individualized).
- Market Positioning & Differentiation: Concept of positioning, developing Unique Selling Propositions (USP) and value propositions; Perceptual positioning maps; Repositioning strategies.
Marketing Mix Strategies: Product, Price, Place, and Promotion
Detailed Syllabus Topics Prescribed:
- Product Decisions: Concept and classifications (convenience, shopping, specialty, unsought goods; industrial goods); Three levels of product (Core Benefit, Actual Product, Augmented Product); Product mix dimensions (width, length, depth, consistency); Branding, packaging, and labeling decisions.
- Product Life Cycle (PLC) & NPD: Stages of PLC (Introduction, Growth, Maturity, Decline) and corresponding marketing strategies; New Product Development (NPD) process from Idea Generation, Screening, Concept Testing, Business Analysis, Product Development, Test Marketing, to Commercialization.
- Pricing Strategies & Objectives: Significance of pricing; Objectives (profit, sales volume, market share, survival); Factors influencing price; Pricing approaches: Cost-based, Value-based, Competition-based; New product pricing (Market Skimming vs. Market Penetration); Psychological and promotional pricing.
- Place (Distribution Channels): Channel functions and structure (Direct vs. Indirect; Zero, One, Two, and Three-level channels); Factors determining channel choice; Channel intensity (Intensive, Selective, Exclusive); Channel conflict; Physical distribution and logistics management.
- Promotion Mix & IMC: Integrated Marketing Communications (IMC); Advertising (objectives, media types); Personal Selling (steps in selling process); Sales Promotion (consumer vs. trade promotions); Public Relations (PR) & Publicity; Direct Marketing.
- Extended 7Ps for Services: People (service personnel, training, customer culture), Process (service delivery blueprints, operational efficiency), Physical Evidence (tangible ambient environment, brand facility aesthetics).
Recent Developments & Modern Digital Marketing
Detailed Syllabus Topics Prescribed:
- Unit 18: Artificial Intelligence (AI) Applications in Marketing: Machine learning algorithms, predictive analytics for consumer forecasting, hyper-personalized recommendation engines, conversational AI chatbots, dynamic pricing, programmatic ad bidding.
- Unit 19: Influencer Marketing & Social Media Trends: Categorization by audience scale (Nano, Micro, Macro, Mega influencers); User-Generated Content (UGC); Short-form video marketing (Reels, Shorts); Social commerce integration.
- Unit 20: Marketing Analytics & Performance Metrics: Return on Ad Spend (ROAS), Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV/LTV), and LTV-to-CAC efficiency ratio; Solved campaign workout model.
- Unit 21: Omni-Channel Marketing & Search Engine Optimization (SEO vs. SEM): Seamless customer touchpoint alignment; On-page, technical, and off-page SEO ranking factors; Paid Search Engine Marketing (Google Ads / PPC).
- Unit 22: Purpose-Driven Marketing & ESG Alignment: Cause-related marketing, ethical brand purpose, aligning corporate marketing with Environmental, Social, and Governance (ESG) goals.
- Unit 23: Ethical Issues in Marketing: Greenwashing and unsubstantiated eco-claims, deceptive advertising, predatory pricing, dark UX patterns, algorithmic bias, and compliance with the Digital Personal Data Protection (DPDP) Act 2023.
3. Open-Ended Practical Projects & Evaluation Framework
Under the Calicut University FYUGP guidelines, students are evaluated through a combination of Continuous Internal Assessment (CIA) and End-Semester University Examinations. The course mandates practical exposure through case analyses and open-ended field projects:
Local Enterprise STP & Value Proposition
Conduct field research on a small-and-medium enterprise (SME) or indigenous startup in Kerala (e.g., spice processing, handloom, Ayurvedic wellness). Segment their market, identify the core target group, and formulate an actionable perceptual positioning map.
Comparative Pricing & Promotion Audit
Select two competing FMCG or retail brands operating in the state. Conduct an empirical store audit comparing retail pricing strategies, trade discounts, shelf placements, and active promotional campaigns across offline retail and quick-commerce channels.
Digital Marketing Campaign Plan
Formulate an end-to-end digital marketing launch plan for a new consumer product or D2C brand. Define channels (SEO, Meta/Google ads, micro-influencers), develop sample creatives, and mathematically project the CAC, CLV, and ROAS unit economics.
Scheme of Internal & External Examination
| Assessment Component | Evaluation Mode | Max Marks | Weightage / Description |
|---|---|---|---|
| Continuous Internal Assessment (CIA) | Internal Tests, Quizzes, Seminar & Projects | 25 / 30 Marks | Periodic tests, case studies, assignments, and class attendance |
| End Semester University Examination (ESE) | Centrally conducted written theoretical exam | 75 / 70 Marks | Structured question paper testing CO1 through CO4 across all four modules |
| Total Course Marks | 100 Marks | 4 Credits Allocated | |
4. Prescribed Textbooks & Authoritative References
Students are advised to consult the following benchmark textbooks and reference works recommended by the Board of Studies in Commerce, University of Calicut:
Marketing Management (16th Global Edition)
Philip Kotler, Kevin Lane Keller, and Alexander Chernev • Pearson Education
The global gold-standard textbook covering marketing philosophy, strategic planning, brand architecture, and modern omni-channel management.
Principles of Marketing
Philip Kotler and Gary Armstrong • Pearson Education
Comprehensive introduction to customer value creation, market segmentation, the 4Ps mix, and contemporary digital transformation.
Marketing Management: Indian Context Global Perspective
V. S. Ramaswamy and S. Namakumari • Sage Publications India
Tailored for Indian commerce students with real-world Indian case studies, distribution logistics, and rural market nuances.
Digital Marketing: Strategy, Implementation and Practice
Dave Chaffey and Fiona Ellis-Chadwick • Pearson
Detailed reference for digital campaign mechanics, search engine optimization (SEO), social media marketing, and data analytics metrics.
Ready to start learning?
Proceed to Module 1 notes or view all syllabus topics.