Principles and Functions of Marketing Bihar B.Com 1st/2nd Semester

Unit

Topics to be Covered

No. of Lectures

1

Fundamentals of Marketing: Meaning, Concept, Importance, Functions of Marketing. Marketing and Selling, Modern Marketing Concept, Relationship Marketing

10

2

Market Segmentation: Meaning, Objectives and Importance of Market Segmentation. Basis of Market Segmentation, Marketing Strategy- Segmentation, Targeting and Positioning.

12

3

Marketing Mix: Meaning, Elements of Marketing mix Product, Price, Promotion and Place. New Product Development Process. Reasons for failure of new product development.

16

4

Marketing Environment: Meaning, Importance of Marketing Environment. Micro and Macro Environment and their types. Methods of Sales fore casting.

12

5

Marketing Information System: Meaning, Concept and importance. Types and Components of Marketing information system. Consumer behaviour, factors influencing consumer behaviour, Buying Decision Process.

10

Unit

Topics to be Covered

No. of Lectures

1

Fundamentals of Marketing: Meaning, Concept, Importance, Functions of Marketing. Marketing and Selling, Modern Marketing Concept, Relationship Marketing

10

2

Market Segmentation: Meaning, Objectives and Importance of Market Segmentation. Basis of Market Segmentation, Marketing Strategy- Segmentation, Targeting and Positioning.

12

3

Marketing Mix: Meaning, Elements of Marketing mix Product, Price, Promotion and Place. New Product Development Process. Reasons for failure of new product development.

16