Commerce V TYBCOM Semester V

Commerce V TYBCOM Semester V


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Commerce V


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-13 978-93-90444-89-2
AUTHOR Michael Vaz, Aurora Vaz
YEAR 2021
ED Fourth
SUBJECT Commerce V TYBCOM Semester V
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