Principles of Marketing – Revised FYBMS Syllabus 2016

Modules at a Glance

Sr. No. Modules No. of Lectures
1 Introduction to Marketing 15
2 Marketing Environment, Research and Consumer Behaviour 15
3 Marketing Mix 15
4 Segmentation, Targeting and Positioning and Trends In Marketing 15
Total 60

Principles of Marketing – Syllabus Overview

Sr. No. Modules / Units
1 Introduction to Marketing
  • Introduction to Marketing:Definition, features, advantages and scope of marketing. The 4P’s and 4C’s of marketing. Marketing v/s Selling.  Marketing as an activity and function
  • Concepts of Marketing: Needs, wants and demands, transactions, transfer and exchanges.
  • Orientations of a firm: Production concept; Product concept; selling concept and marketing concept, social relationship, Holistic marketing.
2 Marketing Environment, Research and Consumer Behaviour
  • The micro environment of business: Management structure; Marketing Channels; Markets in which a firm operates; competitors and stakeholders.
  • Macro environment: Political Factors; Economic Factors; Socio Cultural Factors , Technological Factors (PEST Analysis)
  • Marketing research:  Meaning, features, Importance of marketing research. Types of marketing research: Product research; Sales research; consumer/customer research; production research
  • MIS:Meaning, features and Importance
  • Consumer Behaviour: Meaning, feature, importance, factors affecting Consumer Behaviour
3 Marketing Mix
  • Marketing mix: Meaning –elements of Marketing Mix.
  • Product-product mix-product line lifecycle-product planning – New product development- failure of new product-levels of product.
  • Branding –Packing  and  packaging – role and importance
  • Pricing – objectives- factors influencing pricing policy and Pricing strategy.
  • Physical distribution – meaning – factor affecting channel selection-types of marketing channels
  • Promotion – meaning and significance of promotion. Promotion
  • tools (brief)
4 Segmentation, Targeting and Positioning and Trends In Marketing
  • Segmentation – meaning , importance , basis
  • Targeting – meaning , types
  • Positioning – meaning – strategies
  • New trends in marketing – E-marketing , Internet marketing and marketing using Social network
  • Social marketing/ Relationship marketing


Reference Books for subject: Principles of Marketing
  • Kotlar, Philip, Marketing Management, Prentice Hall, New Delhi.
  • Stanton, Etzel, Walker, Fundamentals of Marketing, Tata-McGraw Hill, New Delhi.
  • Saxena, Rajan, Marketing Management, Tata-McGraw Hill, New Delhi.
  • McCarthy, E.J., Basic Marketing: A managerial approach, Irwin, New York.
  • Pillai R S, Bagavathi, Modern Marketing


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