Department of Commerce, Dr. HS Gour Vishwavidyalaya DEPARTMENT OF COMMERCE B.Com. (Semester-V) (w.e.f. Academic Session- 2018-19) Course code Nomenclature of Paper Max. | L | T | P | Total Marks Credit COM-ECS11-A__ [Principles of Marketing ao [5 [alo 6 Objective: The objective of this course is to provide basic knowledge of concepts, principles, tools and techniques of marketing. SYLLABUS CONTENTS UNIT=1 (18 Lectures) Introduction: Nature, scope and importance of marketing; Evolution of marketing; Selling vs. Marketing; Marketing mix. Marketing environment: Concept, importance, and components (Economic, Demographic, Technological, Natural, Socio-Cultural and Legal). UNIT =I (18 Lectures) Consumer Behavior: Nature and Importance, Consumer buying decision process; Factors influencing consumer buying behavior. Market segmentation: Concept, importance and bases; Target market selection; Positioning concept, importance and bases; Product differentiation vs. market segmentation. UNIT — IIL (18 Lectures) Product: Concept and importance, Product classifications; Concept of product mix; Branding, packaging and labeling; Product-Support Services; Product life-cycle; New Product Development Process; Consumer adoption process. ing Strategy: Significance. Factors affecting price of a product. Pricing policies and strategies. One price Vs Variable Price. UNIT-1V (18 Lectures) Distribution Channels and Physical Distribution: Channels of distribution - meaning and importance; Types of distribution channels; Functions of middle man; Factors affecting choice of distribution channel; Wholesaling and retailing; Types of Retailers; e-tailing, Physical Distribution. Promotion: Nature and importance of promotion; Communication process; Types of promotion advertising, personal selling, public relations & sales promotion, and their distinctive characteristics; Promotion mix and factors affecting promotion mix decisions, UNIT-V (18 Lectures) Advertising: Advertisement and publicity, PLC and advertising, Scientific Advertising, Cause of failure of advertising. Advertisement budget, Advertisement Mix. Recent developments in marketing: Social Marketing, online marketing, direct marketing, services marketing, green marketing, Rural marketing; Consumerism, Note: Current issues and developments are to be discussed. Syllabus- B Com, Page 33Department of Commerce, Dr. HS Gour Vishwavidyalaya ESSENTIALS READINGS: Kotler, Philip, Gary Armstrong, Prafulla Agnihotri and Ehsanul Haque. Principles of Marketing. 13 edition. Pearson Education. Chunawalla S.A., Marketing Principles and Practice, Himalaya Publication New Delhi. Nair N.G., Sales and Distribution Management, Himalaya Publication New Delhi: Shajahan S, Services Management, Himalaya Publication New Delhi SUGGESTED /RECOMMENDED READINGS: 1 Michael, J. Etzel, Bruce J. Walker, William J Stanton and Ajay Pandit. Marketing: Concepts and Cases. (Special Indian Edition)., McGraw Hill Education William D. Perreault, and McCarthy, E. Jerome., Basic Marketing. Pearson Education, Majaro, Simon. The Essence of Marketing. Pearson Education, New Delhi. The Consumer Protection Act 1986. lacobucci and Kapoor, Marketing Management: A South Asian Perspective. Cengage Learning. Dhruv Grewal, Michael Levy, Marketing, McGraw Hill Education Chhabra, T.N., and S. K. Grover. Marketing Management. Fourth Edition. Dhanpat Rai & Company. Neeru Kapoor, Principles of Marketing, PHI Learning Rajendra Maheshwari, Principles of Marketing, International Book House. 1. Appannaiah and Others, Sales and Distribution Management, Himalaya Publication New Delhi. |. Appannaiah and Others, Product and Salesman, Himalaya Publication New Delhi . Keskar, Anil, Abhyankar S. Basic of Marketing, Himalaya Publication New Delhi Syllabus- B Com, Page 34