BCOM Syllabus-2018 onwards batch

IV Semester

BCOE4218 Course Title Credits Hours
MARKETING MANAGEMENT 2 30

Objective:
 To give students a basic understanding of the elements of marketing and marketing
management

Course Contents

Unit 1 An Introduction to Marketing 04 Hours

Meaning, nature, concepts– Marketing environment (Micro and Macro) – Basic elements of Marketing Mix –

Marketing Management (meaning and scope)

Unit 2 Marketing Mix 16 Hours

Product: Concept, Product classifications – Major product decisions: Product attributes – Branding,

Packaging and labeling – New product development – Product life cycle. Pricing: Significance – Factors

affecting price determination –pricing methods and strategies –Market skimming and penetration pricing

policies. Distribution: Channels of Distribution-Meaning, importance and functions – Distribution Logistics:

Meaning, importance and decisions.
Promotion: Meaning and importance – promotion mix – promotion

methods

Unit 3 Segmentation, Targeting and Positioning 06 Hours

Segmentation: Meaning and bases of segmentation – Target marketing strategies – Positioning: Meaning and

importance, major bases for positioning

Self-Study 04 Hours

Scope of Marketing, Benefits of Segmentation

Suggested readings:
 CSV Murthy: Business Ethics
 Czimkota, Marketing Management, Vikas Publishing House (P) Ltd.

 Gary Armstrong and Philip Kotler, The Essentials of Marketing, Pearson Education,
New Delhi.

 Majaro Simon, The Essence of Marketing, Prentice Hall, New Delhi.
 McCarthy and Pereault; Basic Marketing, McGraw Hill.
 Michael Etzel, Bruce J. Walker, and W. J. Stanton, Marketing, McGraw Hill, New York.
 Philip Kotler and Gary Armstrong, Principles of Marketing, Prentice Hall of India. New Delhi.

 RajanSaxena, Marketing Management, Tata McGraw Hill, Publishing Co., New


 Sontaki: Marketing Management