Mrktng mgmt 3 yr syllabus

B COM (Hons) –III year

Marketing Management

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Unit-I:Marketing basics : concept of marketing-production concept-product concept-selling concepts Vs marketing concepts- societal marketing concept –importance and scope of marketing- profit and non profit organisation- marketing mix- elements- marketing environment- Micro and macro Environment.

Unit-II:Consumer markets and Buyer behaviour- Factors influencing consumer behaviour- Buying decisions process- stages in buyer decision process- business buying behaviour- organisation, buying, institutions and government markets- cognitive dissonance marketing-segmenting-consumer and business markets -market targeting-evaluation of marketing segments, selecting market segments, SBU.

Unit-III: Positioning through the PLC- Differentiation- its tools- PLC- its market strategies-Marketing position- positioning strategies-Marketing strategies-Market leader- Challenger- Follower.

Unit-IV: Product management- New product development- stages- challenges- product mix- Product line decisions- sunil- Brand decisions- Packing- Labelling- Pricing, selling price.

Unit-V: Promotion- promotion mix-communication process- Advertising- sales, promotion, public relations, personal selling- Direct marketing- Marketing Channels- Role- Functions, channel dynamics-Retailing- Wholesaling-Marketing logistics-marketing in 21st Century-On line marketing-Net work marketing- Global Marketing.

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