Study & Evaluation Scheme Of Bachelor of ... - IFTM University

IFTM University, Moradabad
Bachelor of Commerce (B.Com Hons.) Programme
BCOM: 206: MARKETING MANAGEMENT Max. Hours: 40
UNIT I
Introduction to Marketing: Definition & Evolution of Marketing; Nature, Scope &
Importance; marketing concepts- traditional and modern; core marketing concept; marketing vs.
selling.
UNIT II
Market Segmentation, Targeting, & Positioning: Concept& importance of segmentation;
bases for segmentation; target marketing; Types of targeting; concept & importance of
positioning; repositioning & de positioning.
UNIT III
Marketing Mix: Concept, scope & importance; Product: Concept of product range; new product
development process, product life cycle; Price: Pricing objectives; factors influencing pricing
decisions; pricing strategies; Distribution: Concept & importance; types of distribution channels;
retailer & wholesaler; Promotion: Importance; elements of promotional mix; factors determining
promotion mix.
UNIT IV
Marketing Information System & Marketing Research: Concept & components of a
Marketing Information System; Meaning, Scope & Importance of marketing research, marketing
research process.
Suggested Readings:
1. Marketing Management by Philip Kotler
2. Marketing Management Cravens by Hills – Woodruff
3. Marketing Management by Rajan Saxena
4. Marketing Management by Dr. K. Karunakaran