Course code: Bcom-501
Unit-1: Introduction to Marketing
1.1 Concept and evolution of marketing
1.2 Marketing orientations
1.3 Marketing process and functions
1.4 Scope of marketing
1.5 Challenges and opportunities in marketing
Unit-2: Consumer Behaviour
2.1 Consumer behaviour and its significance
2.2 Factors influencing consumer behaviour
2.3 Consumer decision making process
2.4 Consumer market segmentation
2.5 Consumer research
Unit-3: Product Management
3.1 Product concept and classification
3.2 Product life cycle
3.3 New product development
3.4 Product branding, packaging and labelling
3.5 Product positioning
Unit-4: Pricing Strategies
4.1 Pricing objectives and concepts
4.2 Pricing methods
4.3 Price elasticity of demand
4.4 Pricing strategies
4.5 Discounts and allowances
Unit-5: Distribution Management
5.1 Channels of distribution
5.2 Functions of distribution
5.3 Distribution strategies
5.4 Physical distribution management
5.5 Retailing and wholesaling
Unit-6: Integrated Marketing Communication (IMC)
6.1 Concept and importance of IMC
6.2 Promotional mix
6.3 Advertising
6.4 Personal selling
6.5 Sales promotion
6.6 Public relations
Unit-7: Marketing Research
7.1 Importance and objectives of marketing research
7.2 Research process
7.3 Data collection methods
7.4 Sampling techniques
7.5 Data analysis and interpretation
Unit-8: Services Marketing
8.1 Characteristics of services marketing
8.2 Services marketing mix
8.3 Strategies for services marketing
8.4 Emerging trends in services marketing
References:
1. Principles of Marketing by Philip Kotler & Kevin Lane Keller
2. Marketing Management by Kotler, Keller, Koshy & Jha (15th Edition)
3. Marketing: An Introduction by Hartley & Kerin (10th Edition)
4. Services Marketing by Lovelock, Wirtz & Chew (10th Edition)
5. Marketing Research by Malhotra (8th Edition)