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Minor B.com Marketing Management 113F

The document outlines the syllabus for a B.Com (Hons) Marketing Management course, detailing four main units focused on understanding marketing, connecting with customers, product and pricing strategies, and new horizons in marketing. It includes course objectives, outcomes, evaluation methods, and references for further reading. The program aims to equip students with essential marketing skills and knowledge applicable in various industries.

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jainenterprise79
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9 views

Minor B.com Marketing Management 113F

The document outlines the syllabus for a B.Com (Hons) Marketing Management course, detailing four main units focused on understanding marketing, connecting with customers, product and pricing strategies, and new horizons in marketing. It includes course objectives, outcomes, evaluation methods, and references for further reading. The program aims to equip students with essential marketing skills and knowledge applicable in various industries.

Uploaded by

jainenterprise79
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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B.

Com (Hons)
Semester-1
Marketing Management
Course Code-DSC-M 113F
Credit Mark Distribution -04
Lecture 04 Hours
Tutorial –
Practicum –

Unit 1 Understanding Marketing Weightage and


Management Teaching Hours
• Defining Marketing for the
21st Century
• The Importance and Scope of 25%
Marketing 15 Hours
• What Is Marketing?
• What Is Marketed?
• Who Markets?
• Core Marketing Concepts-
Needs, Wants, and Demands
• Difference between Selling
and Marketing
• Value and Satisfaction
• Marketing Environment
• Marketing in Practice &
Marketing in an Age of
Disruption- Only Concept
• The Production Concept
• The Product Concept
• The Selling Concept
• The Marketing Concept
• The Holistic Marketing
Concept
• Relationship Marketing
• Integrated Marketing
• Internal Marketing
• The New Four Ps Vs Old Four
Ps
• Marketing Management Tasks
Unit 2 Connecting With Customers 25%
• Significance of Connecting 15 Hours
with Customers
• Basic Concept of Building
Customer value, Satisfaction,
and Loyalty
• Customer Perceived Value,
Total Customer Satisfaction,
Monitoring Satisfaction and
Product and Service Quality
• Factors Influencing Consumer
Behaviour- Cultural, Social,
Personal, Psychological and
Behavioural.
• The Buying Decision Process
• Calculating Customer Lifetime
Value- Building Loyalty,
Brand Communities.
• The Power of Sensory
Marketing – Learning,
Emotions and Memory.
• Concept of STP
(Segmentation, Targeting and
Positioning)
Unit 3 Product and Pricing related 25%
Strategies 15 Hours
• Concept of Product- Level of
Product and Product
Hierarchy
• Classification of product
• Product Decision – Individual
Product Decision (Branding,
Packaging, Labelling and
Serving), Product Line
Decision, Product Mix
decision.
• Product Life Cycle and
strategies
• Product Differentiation
• Importance and Objectives of
Pricing
• Factors Influencing Pricing
Decisions
• Pricing Strategies
• Steps in Pricing Procedure.
Unit 4 New Horizons in Marketing 25%
• Event Marketing- Concept of 15 Hours
Marketing in Events
Management, Importance of
Event marketing, Promotion of
Events, Event Logistics.
• Green and Sustainable
Marketing –Meaning &
Concept & Evolution of Green
Marketing, Types of Green
Marketing, Difference between
Marketing & Green Marketing,
Green Product, Importance of
green marketing, Green
Marketing Mix, Strategies to
Green Marketing.

Pre-requisite – Student should have primary understanding of the


management subject.
Co-requisite- Advertisement, Branding, Consumer Behaviour and Service
Marketing, Green Management.
Pedagogical Tools:

• Classroom Lecture
• Problem Solving
• Tutorial
• Group Discussion
• Seminar
• Case Studies
• Role Play
• Field Work
• Industrial Visit
Mode of Evaluation: Evaluation will be divided in two parts.
External: Annual Examination will be conducted by the Gujarat University of
50 Marks (4 Descriptive Questions and 1 MCQ)
Internal: Following Tools for Evaluating performance of the students can be
used. Total weightage for the Internal Examination 50 Marks.
• Assignment
• MCQ Test
• Presentation
• Attendance
• Seminar
• Symposium
• Poster Presentation
• Essay type Questions
• Classroom quizzes and exams
• Projects
• Poster presentations of library or laboratory research
• Cooperative experiences
• Portfolios (collections of work)
• Standardized tests both within and across disciplines
• Student journals
• Questionnaires
• Interviews
• Focus groups
• Marketing Fair/Festival
• Marketing Survey (Primary)

Program Outcomes
This program could provide Industries, Banking Sectors, Insurance
Companies, Financing companies, Transport Agencies, Warehousing etc.,
well trained professionals to meet the requirements.
PO1: After completing graduation, students can get skills regarding various
aspects like Marketing Manager, Selling Manager, over all Administration
abilities of the Company.
PO2: Capability of the students to make decisions at personal & professional
level will increase after completion of this course.
PO3: Students can independently start up their own Business.
PO4: Students can get thorough knowledge of finance and commerce.
PO5: The knowledge of different specializations in Accounting, costing,
banking and finance with the practical exposure helps the students to stand
in organization.
Course Objectives:

• To make the student aware of the current marketing Scenario.


• To make the student understand various concepts related to
marketing.
• To make students conversant with Green and Sustainable Marketing
Practices.
• To make student capable and confident of Applied marketing.
Course Outcome
CO1: Applying the Concept of Marketing in Real life.
CO2: Analyse the role of events in image building and all the steps of
planning and organizing an event.
CO3: Strategic marketing and media planning for events.
CO4: Knowledge and ability to identify risk areas, evaluate safety measures
& demonstrate the ability to review, analyse events.
CO5: Understand the opportunities, challenges, and issues in designing and
implementing green marketing strategies.
FBLD (Flip Blended Learning Design Template)
• Any One Unit from the above syllabus can be discussed by the faculty
through online mode.
• Online mode can be SWAYAM MOOC Course or any other suggested
by the UGC or Gujarat University.
Taxonomy
College can appoint any one of the Taxonomies to measure the learning
outcome.
1. Blooms Taxonomy – Revised
2. SOLO Taxonomy
3. Finks Taxonomy
4. 6Facets Taxonomy
MOOC Courses
Students can learn following syllabus from SWAYAM Platform

• https://onlinecourses.nptel.ac.in/noc22_mg57/preview
• https://swayam.gov.in/explorer?searchText=marketing+management

Mapping of Program Outcome and Course Outcome


S- Strong
M- Medium
L- Low

MAPPING PO1 PO2 PO3 PO4 PO5


CO1 S S S S S
CO2 S S M S L
CO3 S S L S S
CO4 M L M L M
CO5 S S S S S

References
Author/s Name of the Book Publisher Edition
and Year
of
Publication
Lynn Van Der Wagen and Event Pearson.. Latest
Brenda Carlos. Management Edition
Anton Shone & Bryn Parry Successful Event Latest
Management – A Edition
Practical
Handbook
Dr. K. Karunakaran Marketing Himalaya Latest
Management – Publishers Edition
Text and Cases in
Indian Context
Kotler, Keller, Koshy and Jha The base book for Pearson Education Latest
the course is Edition
“Marketing
Management, A
South Asian
Perspective”
Ramaswami & Namakumari Marketing Macmillan (India) Latest
Management: Limited, New Delhi. Edition
Indian context
Baines, Fill & Page Marketing Oxford University
Latest
Press Edition
Stanton, Etzel, Walker Fundamental of McGraw Hill Inc.Latest
marketing N. York Edition
Arun Kumar, N. Meenakshi Marketing Vikas PublishingLatest
Management, House N. Delhi Edition
Rajan Saxena Marketing Tata-McGraw HillLatest
Strategies Edition
Panwar J. S., Marketing in the SAGE Latest
New Era Edition
Mazumdar Ramanuj Marketing Allied Publishers Latest
Strategies, Ltd. New Delhi. Edition
Joel R. Evans, Barry Berman Marketing Cengage Learning Latest
Management Edition
M.Meera Green Marketing - Evincepub Latest
Concepts, Publishing. Edition
Literatures and
Examples
Robert Dahlstrom. Green Marketing Cengage Learning Latest
Management India. Edition

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