Syllabus
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Course Code: B-COM 203 Course Name: Principles of Marketing |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Introduction: meaning& concepts of marketing; marketing management; marketing mix. Analysis of marketing environment: internal environment, external environment: demographic, socio-cultural, political, economic, natural, technological, and legal. Market Segmentation: concept & bases of market segmentation; understanding consumer behavior. Product: meaning, classification, product mix and product line decisions; product life cycle; new product development process; branding; packaging; labelling. Pricing: pricing objectives; factors influencing pricing; pricing strategies. Promotion: element of promotion mix, advertising, personal selling, sales promotion & publicity. Distribution channel: meaning, types, role and factors affecting choice of distribution channel. |
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