University of Mumbai, Maharashtra (Mumbai University), Finance Semester 2, Principle of Marketing Syllabus

Principles of Marketing

Introduction to Marketing

• Introduction to Marketing:Definition, features, advantages and scope of
marketing. The 4P’s and 4C’s of marketing. Marketing v/s Selling. Marketing as
an activity and function
• Concepts of Marketing: Needs, wants and demands, transactions, transfer
and exchanges.
• Orientations of a firm: Production concept; Product concept; selling concept
and marketing concept, social relationship, Holistic marketing.

Marketing Environment, Research and Consumer Behaviour

2 Marketing Environment, Research and Consumer Behaviour
• The micro environment of business: Management structure; Marketing
Channels; Markets in which a firm operates; competitors and stakeholders.
• Macro environment: Political Factors; Economic Factors; Socio Cultural Factors
, Technological Factors (PEST Analysis)
• Marketing research: Meaning, features, Importance of marketing research.
Types of marketing research: Product research; Sales research;
consumer/customer research; production research
• MIS:Meaning, features and Importance
• Consumer Behaviour: Meaning, feature, importance, factors affecting
Consumer Behaviour

Marketing Mix

• Marketing mix: Meaning –elements of Marketing Mix.
• Product-product mix-product line lifecycle-product planning – New product
development- failure of new product-levels of product.
• Branding –Packing and packaging – role and importance
• Pricing – objectives- factors influencing pricing policy and Pricing strategy.
• Physical distribution – meaning – factor affecting channel selection-types of
marketing channels
• Promotion – meaning and significance of promotion. Promotion
• tools (brief)

Segmentation, Targeting and Positioning and Trends In Marketing

• Segmentation – meaning , importance , basis
• Targeting – meaning , types
• Positioning – meaning – strategies
• New trends in marketing – E-marketing , Internet marketing and marketing
using Social network
• Social marketing/ Relationship marketing