Marketing and Reproduction Techniques (Theory)

Paper Code: 
VAA 801
Credits: 
02
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES:

The course will enable the students to-

  1. Summarize the need and importance of marketing in the current scenario
  2. Explain the relation between the 4 p’s of marketing
  3. Employ various market research techniques
  4. Recall the printing process before preparing a design for commercial purpose
  5. Access and use the cost effective printing process for reproduction

 

COURSE OUTCOMES:

 

Course

 

 Course Outcomes

Learning And Teaching Strategies

Assessment Strategies

Paper Code

Paper Title

 

 

 

 

 

VAA 801

 

 

 

 

 

Marketing And Reproduction Techniques

(Theory)

 

 

 

 

 

The Students Will:

CO210: Analyze the significance of marketing and its philosophies for creating an effective strategy to meet the organizational goals

CO211 : Identify and classify marketing research and various techniques to collect the relevant data and prepare an effective plan to find an appropriate solution to the problem faced by the organization in attaining the goals

CO212 : Explain the printing processes in detail

CO213 : Prepare an ad design considering the possibilities and limitations of each printing process and select the appropriate size and type of paper  to avoid delay in final output

 

Approach In Teaching:

 

Interactive Lectures, Discussion, Tutorials, Reading Assignments, Multiple Points Of View

 

Learning Activities For The Students:

 

Self Learning Assignments, Effective Questions, Giving Tasks, Oral Explanation

Class Test, Semester End Examinations, Quiz, Solving Problems In Tutorials, Assignments, Presentation, Individual And Group Projects

 

6.00
Unit I: 

Marketing                                                                                                                   

  • Introduction to Marketing
  • The importance of marketing
  • What is marketed?
  • Core concepts of marketing:
  1. Needs, Wants and Demands
  2. Products and Services
  3. Value, Satisfaction and Quality
  4. Exchange, Transactions and Relationship
  • Different philosophies of marketing:
  1. The Production Concept
  2. The Product Concept
  3. The Selling Concept
  4. The Marketing Concept
  5. The Holistic Marketing Concept
  • Marketing Mix: 4Ps – Product, Price, Place and Promotion
  • The Market

 

6.00
Unit II: 

Marketing Research                                                                                       

  • Importance of Marketing Research
  • Meaning & Scope
  • Classification of Marketing Research
  • Steps involved in Marketing Research
  • Techniques of Marketing Research

 

 

6.00
Unit III: 

Basic Principles & Printing Processes                                                                       

  • Introduction and Principles of Printing
  • Screen Printing
  • Relief Printing or Letterpress (Introduction, Principle & Plate Making)
  • Planography or Offset Printing (Introduction, Principle & Plate Making, Two Cylinder, Three Cylinder & Four Cylinder Press System )
  • Intaglio or Gravure Printing Process

 

6.00
Unit IV: 

Four Colour Process Reproduction                                                               

  • Colour mixing principles
  • Colour separation method
  • Screen angles
  • Introduction to paper
  • Types of paper for printing
  • Size of paper

 

6.00
Unit V: 

Processing for Printing                                                                                              

  • Introduction
  • Preparation of negative and positive
  • Cylinder Making
  • Plate making
  • Line tone/ Half tone

 

References: 

BOOKS RECOMMENDED:

  • Dhruv Grewal, Michael Levy, Marketing, Tata McGraw Hill Education Private Limited, Second Edition
  • S.A. Sherlekar, Marketing Management, Himalaya Publishing House, Thirteenth Revised Edition
  • Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, Marketing Management, Pearson, Fourteenth Edition
  • V. S. Ramaswamy, S. Namakumari, Marketing Management, Macmillan India limited, Third Edition
  • Philip Kotler, Siew Meng Leong, Swee Hoon Ang, Chin Tiong Tan, Marketing Management an Asian Perspective, Prentice Hall Simon & Schuster (Asia) Pte Ltd
  • Philip Kotler, Kevin Lane Keller, Marketing Management, Pearson, Fifteenth Edition
  • G. C. Beri, Marketing Research, Tata McGraw Hill Education Private Limited, Fourth Edition
  • Harper W. Boyd, Ralph Westfall, Stanley F. Stasch, Marketing Research Text and Cases, AITBS Publishers
  • Naresh K. Malhotra, Marketing Research an Applied Orientation, Pearson, Fourth Edition
  • Alan Wilson, Marketing Research an Integrated Approach, Pearson, Third Edition
  • Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition

 

Academic Year: 
2021-2022
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