Commerce TYBCOM – V Semester V Manan Prakashan

Commerce TYBCOM – V Manan Prakashan
Semester V

1. Introduction to Marketing (12 Lec.)l Marketing, Concept, Features, Importance, Functions, Evolution, Strategic v/s. Traditional Marketingl Marketing Research – Concept, Features, ProcessMarketing Information System – Concept, Components

Data Mining – Concept, Importance

l Consumer Behaviour – Concept, Factors Influencing Consumer Behaviour

Market Segmentation – Concept, Benefits, Bases of Market Segmentation

Customer Relationship Management – Concept, Techniques

Market Targeting – Concept, Five Patterns of Target Market Selection

2. Marketing Decisions – I (11 Lec.)

l Marketing Mix – Concept

Product – Product Decision Areas

Product Life Cycle – Concept, Managing Stages of PLC

Branding – Concept, Components

Brand Equity – Concept, Factors Influencing Brand Equity

l Packaging – Concept, Essentials of a Good Package

Product Positioning – Concept, Strategies of Product Positioning

Service Positioning – Importance and Challenges

l Pricing – Concept, Objectives, Factors Influencing Pricing, Pricing Strategies
3. Marketing Decisions – II (11 Lec.)

l Physical Distribution – Concept, Factors Influencing Physical Distribution, Marketing Channels (Traditional and Contemporary Channels)

Supply Chain Management – Concept, Components of SCM

l Promotion – Concept, Importance, Elements of Promotion Mix

Integrated Marketing Communication (IMC) – Concept, Scope, Importance

l Sales Management – Concept, Components, Emerging Trends in Selling

Personal Selling – Concept, Process of Personal Selling, Skill sets required for Effective Selling

4. Key Marketing Dimensions  (11 Lec.)

l Marketing Ethics – Concept, Unethical Practices in Marketing, General Role of Consumer Organisations

Competitive Strategies for Market Leader, Market Challenger, Market Follower and Market Nicher Marketing Ethics

l Rural Marketing – Concept, Features of Indian Rural Market, Strategies For Effective Rural Marketing

Digital Marketing – Concept, Trends in Digital Marketing

Green Marketing – Concept, Importance

l Challenges Faced by Marketing Managers in the 21st Century

Careers in Marketing – Skill sets required for Effective Marketing

Factors Contributing to the Success of Brands in India with Suitable Examples

Reasons for Failure of Brands in India with Suitable Examples