ASSAM UNIVERSITY SYLLABUS (NON - HONS): PRINCIPLES OF MARKETING (5th SEM - CBCS PATTERN)

B.Com: Semester V

Paper B.C. 5.1 (b): PRINCIPLES OF MARKETING

Internal Assessment -30

Term End Exam - 70

Marks: 100

Lectures: 65

Objective: The objective of the course is to provide basic knowledge of concepts, principles, tools and techniques of marketing.

Unit 1: Introduction

13 Lectures                           20

Nature, scope and importance of marketing; Evolution of marketing; Selling vs. Marketing; Marketing mix, Marketing environment; concept, importance, and components (Economic, Demographics, Technological, Natural, Socio-cultural and Legal).

Unit 2:

13 Lectures                20

a. Consumer Behaviour: Nature and Importance, Consumer buying decision process; Factors influencing consumer buying behavior.

b. Market segmentation: Concept, importance and bases; Target market section; Positioning concept, importance and bases; Product differentiation vs. market segmentation.

Unit 3: Product

13 Lectures                    20

Concept and Importance, Product classifications, Concept of product mix; Branding, packaging and labeling, Product-Support Services; Product life-cycle; New Product Development Process; Consumer adoption process.

Unit 4:

a. Pricing: Significance. Factors affecting price of a product. Pricing policies and strategies.

b. Distribution Channels and Physical Distribution: Channels of distribution – meaning and importance; Types of distribution channels; Functions of middle man; Factors affecting choice of distribution channel, wholesaling and retailing; Types of Retailers; e-tailing, Physical Distribution.

Unit 5:

a. Promotion: Nature and importance of promotion; Communication process; Types of promotion; advertising, personal selling, public relations and sales promotion, and their distinctive characteristics; Promotion mix and factors affecting promotion mix decision.

b. Recent developments in marketing: Social Marketing, online marketing, direct marketing, services marketing, green marketing, Rural marketing; Consumerism.

Suggested Readings:

1. Kotler, Philip, Gary Armstrong, Prafulla Agnihotri and Ehsanul Haque. Principles of Marketing. 13^th edition. Pearson Education.

2. Michael, J. Etzel, Bruce J. Walkerm William J Stanton and Ajay Pandit. Marketing: Concepts and Cases. (Special Indian Edition)., McGraw Hill Education.

3. William D. Perreault, and McCarthy, E. Jerome., Basic Marketing. Pearson Education.

4. Majaro, Simon. The Essence of Marketing. Pearson Education, New Delhi.

5. The Consumer Protection Act 1986.

6. Iacobucci and Kapoor, Marketing Management: A South Asian Perspective, Cengage Learning.

7. Dhruv Grewal, Michael Levy, Marketing, McGraw Hill Education.

8. Chhabra, T.N., and S. K. Grover. Marketing Management. Fourth Edition. Dhanpat Rai & Company.

9. Neeru Kapoor, Principles of Marketing, PHI Learning.