Principles of Marketing – Revised FYBMS Syllabus 2016


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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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We, at BMS.co.in, believe in sharing knowledge and giving quality information to our BMS students. We are here to provide and update you with every details required by you BMSites! If you want to join us, please mail to [email protected]

52 Comments

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