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Concept
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After going
through this unit, the student/ learner would be able to:
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Marketing – Concept, functions and
philosophies.
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Understand the concept of marketing.
Explain the features of marketing.
Discuss the functions of marketing.
Explain the marketing philosophies.
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Marketing Mix – Concept and
elements
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Understand the concept of marketing mix.
Describe the elements of marketing mix.
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Product - branding, labelling and packaging –
Concept
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Understand the concept of product as an element of
marketing mix.
Understand the concept of branding, labelling and
packaging
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Price - Concept, Factors determining
price
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Understand the concept of price as an element of
marketing mix.
Describe the factors determining price of a product.
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Physical Distribution – concept, components and
channels of distribution
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Understand the concept of physical distribution.
Explain the components of physical distribution. Describe the various channels of distribution.
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Promotion – Concept and elements;
Advertising, Personal Selling, Sales
Promotion and Public Relations
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Understand the concept of promotion as an element of
marketing mix.
Describe the elements of promotion mix.
Understand the concept of advertising.
Understand the concept of sales promotion.
Discuss the concept of public relations.
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11 A
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