9 years ago 9 years ago

Principles of Marketing – Revised FYBMS Syllabus 2016

by BMS Team 9 years ago9 years ago

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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

FYBMS revised syllabus, principles of marketing

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