University of Mumbai, Maharashtra (Mumbai University), General , Commerce - V Marketing Syllabus

Unit 1 Introduction to Marketing
 Marketing, Concept, Features, Importance, Functions, Evolution, Strategic v/s
Traditional Marketing
 Marketing Research - Concept, Features, Process
Marketing Information System-Concept, Components
Data Mining- Concept, Importance
 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.

Unit 2 Marketing Decisions I
 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
 Packaging- Concept , Essentials of a good package
Product Positioning- Concept, Strategies of Product Positioning
Service Positioning- Importance & Challenges
 Pricing- Concept, Objectives, Factors influencing Pricing, Pricing Strategies.

Unit 3 Marketing Decisions
 Physical Distribution- Concept, Factors influencing Physical Distribution,
Marketing Channels (Traditional & Contemporary Channels)
Supply Chain Management-Concept, Components of SCM
 Promotion- Concept, Importance, Elements of Promotion mix
Integrated Marketing Communication (IMC)- Concept, Scope ,Importance
 Sales Management- Concept, Components, Emerging trends in selling
Personal Selling- Concept , Process of personal selling, Skill Sets required for
Effective Selling.

Unit 4 Key Marketing Dimensions
 Marketing Ethics: Concept, Unethical practices in marketing, General role of
consumer organizations
Competitive Strategies for Market Leader, Market Challenger, Market Follower
and Market Nicher Marketing Ethics:
 Rural Marketing- Concept, Features of Indian Rural Market, Strategies for
Effective Rural Marketing
Digital Marketing-Concept, trends in Digital Marketing
Green Marketing- concept, importance
 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.