Syllabus

BCOM I SEMESTER II Commerce Paper II Principles of Marketing Management Computer Code 240206 Credits 4
Sr. No	Topic & Details	No. of Lectures assigned	Weightage in %
	Objectives 1. To  introduce students to the concepts of marketing along with core marketing concepts. 2. To acquaint students with the current developments in the field of marketing.
Unit I	A. Marketing – Evolution, Meaning& Importance, Objectives & functions of marketing. B. Organised markets : Regulated Markets, Stock exchange & commodity exchange, Meaning, importance & functions.	15	25
Unit II	Market Segmentation: Introduction, Importance & Bases for Market – Segmentation & Marketing mix. – Concept & Variables (4 Ps)	15	25
Unit III	Product - Concept, product planning and development - product life cycle.  Price - objectives, method, factors affecting price of a product / service. Consumer Behaviour – Types & factors affecting consumer behaviour.	15	25
Unit IV	Marketing Research  - Meaning & definitions, scope & objectives of marketing research, sources of collecting marketing data,  Procedure of marketing research, scientific methods of marketing research, survey method.	15	25
	Suggested readings:-  1.  Philip Kotler : Principles of Marketing, Prentice Hall of India Pvt. Ltd, N Delhi 2. Dr. N Rajan Nair & Sujith R Nair : Marketing, Sultan Chand & Sons, N. Delhi. 3. Dr. P. C Pardeshi : Marketing Management, Nirali Publication, Pune 4. . Dr. P. C Pardeshi : Principles of Marketing Management, Nirali Publication, Pune. Gandhi J.V : Marketing, Tata McGraw Hill, N Delhi