Marketing Management (M. Com)

Course Objectives – The objective of the course is to enable the students to understand basic concepts and principles of marketing and to develop their conceptual and analytical skills required to manage marketing operations of a business enterprise efficiently.

Unit 1. Introduction : Concept, Nature, Scope and Importance of Marketing, Functions of Marketing; Evaluation of Modern Marketing Concept; Holistic Marketing Concepts: Selling vs Marketing; Marketing Mix; Market Analysis and Selection : Marketing Environment – macro and micro components and their impact on marketing decisions; Market segmentation and positioning; Buyer behaviour; Consumer vs Organisational Buyers; Consumer Decision Making Process. 

Unit 2. Product Decisions : Concept of a product; Classification of products; Layers of products; Major product decisions; Product line and Product Mix; Branding;  Packaging and labelling; Product‐life‐cycle‐strategic implications; New product development and Consumer adoption process. Pricing Decisions : Factors affecting price determination; Pricing policies and strategies; Ethical issues in product and pricing decisions. 

Unit 3. Distribution Decisions : Channels of distribution – Concept and importance; Distribution middlemen and their functions; Selection, motivation and performance appraisal of distribution middlemen; Channel Management Decision : Ethical issues in distribution decisions; Retailing and wholesaling : Retail theories; Retailing strategies; Non‐store retailing; Nature and importance of wholesaling; Types of wholesalers; Developments in retailing and wholesaling in Indian perspective. 

Unit 4. Promotion Decisions : Communication process; Promotion mix‐advertising, personal selling, sales promotion, publicity and public relations; Determining advertising budget; Copy designing and its testing; Media selection; Advertising effectiveness; Sales promotion – tools and techniques.

Unit 5. Issues and Developments in Marketing : Social, Ethical and Legal Aspects of Marketing; Services Marketing; Green Marketing; Sustainable Marketing; Relationship Marketing and other developments in marketing.