Delhi University DU SOL B.Com 3rd Year Marketing Management Notes & Study Material
- Chapter 1 Introduction to Marketing Management
- Chapter 2 Marketing Environment
- Chapter 3 Marketing Segmentation
- Chapter 4 Product (Concept, Classification and Decisions)
- Chapter 5 Product (Branding, Packaging and Labelling)
- Chapter 6 Pricing Decisions
- Chapter 7 Promotion Decisions
DU SOL B.Com Programme 3rd Year Marketing Management Syllabus
1. INTRODUCTION TO MARKETING MANAGEMENT
Market and its Classification. Meaning of Marketing and its Functions. Importance of Marketing. Distinction Between Marketing and Selling. The Concept of Marketings. Different Concepts of Marketing. Approaches to the Study of Marketing. Modern Concept of Marketing. Difference Between Old and New Concept of Marketing. Marketing Management. Major Problems of Marketing Management in India. Difference Between Marketing Management and Sales Management. Functions of Marketing Manager. Managerial Functions of Marketing. Qualities of Marketing Manager. Objectives of Marketing Management. Principles of Marketing Management. Factors Influencing the Adoption of the Marketing Concept. Conflict among.Department Goals. Marketing” Organisational Structures. Suitability of the Organisation Structure. Marketing Process. Identification of Marketing Activities. Difficulties in Classification of Marketing: Activities. Marketing Financing. Marketing Risk Bearing. Various Approaches to the Study of Marketing.
2. MARKETING ENVIRONMENT
Meaning of Marketing Environment. Micro Environment. Macro Environment. Controllable and Uncontrollable Forces. Environmental Scanning and Analysis. Mapping the Marketing Environment.
3. MARKETING SEGMENTATION
Meaning of Market. The Extent of the Market. Definition of Market Segmentation. Objects of Market Segmentation. Importance of Market Segmentation. Criteria for Market Segmentation. Market Aggregation. Elements of Market Segmentation. Psychological Factors Influencing Market Segmentation. Meaning of Marketing Programme. Main Elements of Marketing Planning. Justification of Marketing Programme. Factors Affecting the Planning of Marketing Programme. Marketing Mix. Factors Affecting the Marketing Mix. Marketing Strategy. Factors Affecting Overall Marketing Strategy. Causes of difference in Strategies of Consumer Products and Industrial Products. Marketing Audit.
4. PRODUCT (Concept, Classification, and Decisions)
Product and its Importance. Classification of Goods. Product Mix. Factors Influencing Change in Product Mix. Meaning of Width, Depth, and Consistency of the Product Mix. Product Life Cycle. Different Stages of Product Life Cycle. Strategies During the Life Cycle of a Product. Factors Affecting the Life Cycle of a Product. Product Planning, Product Development. Scope of Product Planning and Development. Product Line Policies and Strategies. Steps in the Developing of New. Product, Product Innovation. Test Marketing. Product Simplification. Product Diversification. Product Elimination.
5. PRODUCT (Branding, Packaging, and Labelling)
Brands. Distinction Between Brand and Trade Mark. Kinds of Brand. Advantages of Branding. Is Branding Socially Desirable ? or Arguments Against Branding. Kinds of Brand Names. Family Brand Vs. Individual Brand. Brand Testing. Brand Image and Product Image. Chief Brandmy Policies and Strategies. Packaging. Kinds of Packaging. Factors Affecting Packaging Decisions. Packaging Strategies. Label. Standardisation. Grading. Standardisation and Quality Control. 3ureau of Indian Standards (BIS). Standards of Weights and Measures.
6. PRICING DECISIONS
Pricing Decisions. Factors Affecting Pricing Decisions. Kinds of Pricing. Use of Break-even Analysis for Price Setting. Information Needed for Pricing Decisions. Process of Price Determination of a Product. Price Policy and Price Strategy. Pricing Strategy and the Competitive Situation. Basic Pricing Policies. Pricing Strategy during Market Pioneering. Pricing Strategy During Market Growth. Non-price Competition During Market Growth. Oligopolistic Pricing. Pricing Under Monopolistic Competition. Runout Strategy. Pricing in Different Stages of Life-cycle of a Product. Price Discrimination. Conditions for Price Discrimination. Resale Price Maintenance. Laws relating to Regulation of Prices.
7. PROMOTION DECISIONS
Promotion: Its Objectives and Importance. Kinds of Promotion. Relationship or Overall Marketing Strategy to Marketing Communications. Five Stages in the Communication Process. Forms of Promotion. What is Promotion Mix? Advertisement. Classification of Advertisement. Benefits or importance or Significance of Advertising. Is Advertisement a Waste? Types of Advertisement Media. Selection of Suitable Media, Advertisement Agency. Advantages of Using an Advertising Agency. Scientific Advertising. Increasing the Effectiveness of Advertisement. Advertising Budget or Appropriation. Causes for Evaluation of Advertising Effectiveness. Sales Promotion. Sales Promotion Methods or Devices or Tools. Personal Selling. Mutual Relationship Among Personal Selling, Advertising and Sales Promotion.