DDEDU - B.COM SYLLABUS: PRINCIPLES OF MARKETING

Dibrugarh University

Syllabus for B.COM Programme

Under Directorate of Distance Education

3^rd Year

Course No: B. Com. 304: PRINCIPLES OF MARKETING

Total Marks: 90

Objectives: The objective in this course is to help students to understand the concept of marketing and its application. 

Block I: Introduction:                                                                                     18

Nature and scope of marketing; Importance of marketing as a business function, and in the economy; Marketing concepts – traditional and modern; Selling vs. marketing; Marketing mix; Marketing environment

Block II: Consumer Behaviour and Market Segmentation:            18

Nature; scope and significance of consumer behaviour; Market segmentation-concept and importance; Basic for market segmentation

Block III: Product:                                                                                            18

Concept of product, consumer and industrial goods; Product planning and development; Packaging-role and functions; Brand name and trade mark; after sales service; Product life cycle concept.

Block IV: Price:                                                                                                  18

Importance of price in the marketing mix; Factors affecting price of a product/service; Discount and rebates

Promotion: Methods of promotion; Optimum promotion mix; Advertising media-their relative merits and limitations; Characteristics of a effective advertisement; Personal selling as a career; Classification of a successful sales person; Functions of salesman.

Block V: Distribution Channels and Physical Distribution:             18

Factors affecting choice of a distribution channel; Retailer and wholesaler; Physical distribution of goods; Transportation; Warehousing; Inventory control; Order processing.

Suggested Readings: