Credits: 2

Pre-requisites: None

Compulsory / Optional: Compulsory for Mechanical Engineering with Business Track of Mechanical Engineering / Optional for Others

Aim(s): To introduce engineering students to basic marketing concepts and their applications.

Intended Learning Outcomes:

1. Describe basic marketing terminology and concepts.
2. Explain the characteristics of consumers and businesses buyer behaviour.
3. Explain market segmentation, targeting and positioning for a product or a service.
4. Develop a marketing plan using the elements of marketing mix.

Course Content:

1. Introduction to Marketing: Scope of marketing; needs; wants and demands; elements of marketing mix; collecting analysing market data.
2. Buyer Behaviour: Consumer buyer behaviour; business buyer behaviour.
3. Segmentation Targeting and Positioning: Analysing marketing environment; bases of segmentation; selecting target segments; positioning the product.
4. Products and Services: Goods and services; differentiating products; product life cycle; branding; building brand equity.
5. Pricing: Considerations in setting initial price; adapting price.
6. Promotions: Promotions mix; 5M’s in advertising; sales promotions; public relations; personal selling.
7. Marketing Channels: Selecting marketing channels; retailing and wholesaling; franchising; managing channel conflict.

Time Allocation:

Learning component	Hours
Lectures	17
Tutorials Small Group Discussion	5
Assignments	16
Independent Learning	62

Marks Allocation:

Assessment	Percentage Marks
Small Group Activities / Case Studies / Assignments / Presentation	50%
End Semester Examination	50%