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Commerce V TYBCOM Semester V

Commerce V TYBCOM Semester V

Description

Commerce V

TYBCOM

Semester V

1. Introduction to Marketing (12 Lec.)

 

l Marketing, Concept, Features, Importance, Functions, Evolution, Strategic v/s. Traditional Marketing

 

l Marketing Research - Concept, Features, Process

 

  Marketing Information System - Concept, Components

 

  Data Mining - Concept, Importance

 

l Consumer Behaviour - Concept, Factors Influencing Consumer Behaviour

 

  Market Segmentation - Concept, Benefits, Bases of Market Segmentation

 

  Customer Relationship Management - Concept, Techniques

 

  Market Targeting - Concept, Five Patterns of Target Market Selection

 

2. Marketing Decisions - I (11 Lec.) 

 

l Marketing Mix - Concept

 

   Product - Product Decision Areas

 

   Product Life Cycle - Concept, Managing Stages of PLC

 

   Branding - Concept, Components

 

   Brand Equity - Concept, Factors Influencing Brand Equity

 

l Packaging - Concept, Essentials of a Good Package

 

   Product Positioning - Concept, Strategies of Product Positioning

 

   Service Positioning - Importance and Challenges

 

l Pricing - Concept, Objectives, Factors Influencing Pricing, Pricing Strategies

3. Marketing Decisions - II (11 Lec.)

 

l Physical Distribution - Concept, Factors Influencing Physical Distribution, Marketing Channels (Traditional and Contemporary Channels)

 

Supply Chain Management - Concept, Components of SCM

 

l Promotion - Concept, Importance, Elements of Promotion Mix

 

Integrated Marketing Communication (IMC) - Concept, Scope, Importance

 

l Sales Management - Concept, Components, Emerging Trends in Selling

 

Personal Selling - Concept, Process of Personal Selling, Skill sets required for Effective Selling

 

4. Key Marketing Dimensions  (11 Lec.)

 

l Marketing Ethics - Concept, Unethical Practices in Marketing, General Role of Consumer Organisations

 

   Competitive Strategies for Market Leader, Market Challenger, Market Follower and Market Nicher Marketing Ethics

 

l Rural Marketing - Concept, Features of Indian Rural Market, Strategies For Effective Rural Marketing

 

   Digital Marketing - Concept, Trends in Digital Marketing

 

   Green Marketing - Concept, Importance

 

l Challenges Faced by Marketing Managers in 21st Century

 

   Careers in Marketing - Skill sets required for Effective Marketing

 

   Factors contributing to Success of Brands in India with Suitable Examples

 

   Reasons for Failure of Brands in India with Suitable Examples

 

 

 

Additional Information

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ISBN-13 978-93-88626-59-0
AUTHOR Michael Vaz, Aurora Vaz
YEAR 2019
ED Second
PAGES 256
SUBJECT Commerce V TYBCOM Semester V
LANGUANGE English