Syllabus of University of Pune B.B.M-Principles of Marketing

Principles of Marketing
Course Code : 204
Objectives :
To study & critically analyze the basic concepts in marketing & to
cater the needs of marketing industries.
No. of Lectures

Unit – 1 : Introduction
Marketing – Defination, Concepts Significance & functions of
Marketing, Approaches to the study of Marketing, Relevance of
Marketing in a developing economy. Role & functions of
Marketing Manager. 8

Unit – 2 : Types of Marketing
Tele Marketing, E-Marketing-Service Marketing, Rural Marketingfeature
& importance suggestion for improvement of Rural
Marketing, Marketing Planning & strategies. 8

Unit – 3 : Marketing Mix
Meaning – Scope, Utility – Product mix, Product concept, Product
life Cycle – Product Simplifications – Decertification Elements Price
mix – factors, Methods, Importance. 8

Unit – 4 : Types of Channels
Factors influencing channels, Elements of Promotion Mix – Sales
Promotion System. Recent Trends in Promotion Sale. Advertising –
Role of Adertising, Advertising Media. 8

Unit – 5 : Market Segmentation
Meaning, Defination, Different ways to Segmentation, Essential of
effective Market Segmentation, Destination between differential
Marketing & Concentrated Marketing. 8

Unit – 6 : Marketing Information System & Marketing Research.
Concept & components of a Marketing Information System –
Marketing Research – Meaning & scope – marketing research
procedure – types & techniques of Marketing Research –
Managements use of Marketing Research. 8

Reference Books
1. Marketing Management By Philip Kotlers
2. Marketing Management Cravens By Hills – Woodruff
3. Marketing – A Managerial Introduction By Gandhi
4. Marketing Information System By Davis – Olsan
5. Consumer Behavior By Schiffman – Kanuk
6. Principles and practice of Marketing By John Frain.

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