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

Unit - 1 Introduction to Marketing

1.1 Definition of Marketing

1.2 Features

1.3 Advantages and Scope of Marketing

1.4 The 4 Ps and 4 Cs of Marketing

1.5 Marketing Vs Selling

1.6 Marketing as an Activity and Function

1.7 Concept of Marketing Need Wants and Demand

1.8 Transactions

1.9 Transfer and Exchange

1.10 Orientations of a Firm Production Product Selling Marketing Concept

1.11 Social Relationship

1.12 Holistic Marketing

Unit - 2 Marketing Environment, Research and Consumer Behaviour

2.1 The Micro Environment of Business Management Structure

2.2 Marketing Channels

2.3 Market in which a firm Operates

2.4 Competitors vs. Stakeholders

2.5 Macro Environment Political Economic Socio Cultural Technological Factor

2.6 PEST Analysis

2.7 Marketing research Meaning

2.8 Features of Marketing Research

2.9 Importance of Marketing Research

2.11 MIS MANAGEMENT INFORMATION SYSTEMS

2.12 Features Importance of Management Information System

2.13Consumer Behavior

2.14Features of Consumer Behavior

2.15Importance of Consumer Behavior

2.16 Factors Affecting Consumer Behavior

Unit - 2 Marketing Environment, Research and Consumer Behaviour

2.1 The Micro Environment of Business Management Structure

2.2 Marketing Channels

2.3 Market in which a firm Operates

2.4 Competitors vs. Stakeholders

2.5 Macro Environment Political Economic Socio Cultural Technological Factor

2.6 PEST Analysis

2.7 Marketing research Meaning

2.8 Features of Marketing Research

2.9 Importance of Marketing Research

2.11 MIS MANAGEMENT INFORMATION SYSTEMS

2.12 Features Importance of Management Information System

2.13Consumer Behavior

2.14Features of Consumer Behavior

2.15Importance of Consumer Behavior

2.16 Factors Affecting Consumer Behavior

Unit - 3 Marketing Mix

3.1 Marketing Mix

3.2 Elements of Marketing Mix

3.3 Product

3.4 Product line Life Cycle

3.5 Product Planning

3.6 New Product Development

3.7 Failure of New Product

3.8 Levels of Product

3.9 Branding – Packing Packaging

3.10 Roles Importance of Branding

3.11 Pricing

3.12 Factor Influencing Pricing Policy and Pricing Strategy

3.13 Physical Distribution

3.14 Factor Affecting Channel Selection

3.15 Types of Marketing Channels

3.16 Promotion

3.17 Significance of Promotions

3.18 Promotion Tools

Unit - 3 Marketing Mix

3.1 Marketing Mix

3.2 Elements of Marketing Mix

3.3 Product

3.4 Product line Life Cycle

3.5 Product Planning

3.6 New Product Development

3.7 Failure of New Product

3.8 Levels of Product

3.9 Branding – Packing Packaging

3.10 Roles Importance of Branding

3.11 Pricing

3.12 Factor Influencing Pricing Policy and Pricing Strategy

3.13 Physical Distribution

3.14 Factor Affecting Channel Selection

3.15 Types of Marketing Channels

3.16 Promotion

3.17 Significance of Promotions

3.18 Promotion Tools

Unit - 4 Segmentation, Targeting and Positioning and Trends In Marketing

4.1 Segmentation

4.2 Importance

4.3 Basis of Market Segmentation

4.4 Targeting

4.5 Types of Targeting

4.6 Positioning

4.7 Positioning Strategies

4.8 New trends in marketing

4.9 Internet Marketing Market Using Social Network

4.10 Social MarketingRelationship Marketing

Unit - 4 Segmentation, Targeting and Positioning and Trends In Marketing

4.1 Segmentation

4.2 Importance

4.3 Basis of Market Segmentation

4.4 Targeting

4.5 Types of Targeting

4.6 Positioning

4.7 Positioning Strategies

4.8 New trends in marketing

4.9 Internet Marketing Market Using Social Network

4.10 Social MarketingRelationship Marketing

Unit -1 Introduction to Marketing

1.1 Definition of Marketing

1.2 Features

1.3 Advantages and Scope of Marketing

1.4 The 4 Ps and 4 Cs of Marketing

1.5 Marketing Vs Selling

1.6 Marketing as an Activity and Function

1.7 Concept of Marketing Need Wants and Demand

1.8 Transactions

1.9 Transfer and Exchange

1.10 Orientations of a Firm Production Product Selling Marketing Concept

1.11 Social Relationship

1.12 Holistic Marketing