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Sunday, December 30, 2018

Gauhati University B.Com Syllabus: Marketing Management

502: Marketing Management
Mark: 80
Unit-1: INTRODUCTION                                                                                                15
Nature and scope of marketing, Marketing concepts-traditional and modern, Selling Vs Marketing, Marketing functions, Importance of marketing, Marketing Mix-Seven-Ps framework, Marketing environment, Growth & Future of marketing in India
Unit-2: CONSUMER BEHAVIOUR                                                              15
Nature, scope and significance of consumer behaviour, Factors influencing consumer behaviour.
Market Segmentation Meaning & need Bases for segmenting the market, Factors involved in market segmentation
Forecasting Market Demand: Concept and importance
Unit-3: PRODUCT MANAGEMENT                                                            15
Product planning and development, Product line policy, Product life cycle, Packaging- Role and Functions, Product diversification, standardization and simplification, Brand name and trade mark.
Unit-4 : (a) PRICING DECISION                                                                   10
Price : its meaning, Pricing objectives, Factors affecting price of a product, Pricing a new product, Importance of pricing, Price policies
(b) MANAGING DISTRIBUTION                                                                  10
Distribution channels- concept and role, Distribution policies, Types of distribution channels, Factors affecting choice of a distribution channel for consumer and industrial goods
Unit-5: PROMOTION DECISION                                                                 15
Promotion mix and its elements, Importance of promotion, Personal selling – its advantages & limitations, Advertising budget, advertising agency and measurement of advertising effectiveness, Sales promotion methods, Designing of sales promotion programme
Suggested Books:
A. Kumar & Meenakshi, Marketing Management, Vikas Publishing House, New Delhi.
R. Saxena, Marketing, Himalaya Publishing House, Mumbai.
Philip Kotlar, Marketing Management, Pearson Education, New Delhi.
S. A. Sherlekar, marketing Management, Himalaya Publishing House, Mumbai

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