B.Com. Marketing Management

St. Xavier's College, Kolkata
In Kolkata

Price on request
You can also call the Study Centre
33225... More
Compare this course with other similar courses
See all

Important information

  • Bachelor
  • Kolkata
  • Duration:
    3 Years
Description

Important information
Venues

Where and when

Starts Location
On request
Kolkata
30 Park Street (30 Mother Teresa Sarani), 700016, West Bengal, India
See map

Opinions

There are no opinions on this course yet

Course programme

B.Com. Marketing Management

OPTIONAL PAPER I: PRINCIPLES OF MARKETING
1. Introduction: nature, scope and importance of marketing; Marketing concepts -
traditional and modern; Scanning the Marketing Environment -analyzing needs &
trends in the macro-environment, identifying & responding to the forces;
International Marketing - globalisation & its impact.
2. Market Segmentation: concept and importance; bases of market segmentation;
factors determining choice of bases.
3. Product Planning and Development: concept and types of product; Product Life
Cycle; strategies adopted in PLC; brand decisions; packaging strategies.
4. Pricing: importance of pricing in marketing mix; factors in determining pricing;
designing pricing policies and strategies.
5. Promotion: managing promotion mix - advertising, personal selling, sales
promotion and public relations.
6. Marketing Channels: channel design decisions; channel effectiveness;
wholesaling and retailing; logistics management - objectives & decisions.
OPTIONAL PAPER II: MARKETING COMMUNICATION & ADVERTISING
1. Marketing Communication: developing effective communications; communication
objectives target audience; channel determination; managing integrated marketing
communication.
2. Developing and Managing Advertising Programme: types of advertising;
functions; advertising process; advertising objectives; advertising budget.
3. Creativity in Advertising: copy; layout; theme; advertising campaign ; scientific
advertising.
4. Advertising Media: different types of media; media selection; measuring media
effectiveness.
5. Advertising Effectiveness: concept; different types of tests.
6. Sales Promotion and Public Relations: sales promotion - importance; tools and
techniques; sales promotion campaign; Public Relations - nature and scope;
evaluating public relations
OPTIONAL PAPER III: SALES ORGANISATION & MANAGEMENT
1. Sales Management: concept, objectives; Sales Organisation- structure; different
models of sales organization; setting up the sales organisation.
2. Sales Forecasting: need & significance; methods.
3. Designing the Sales Force: objectives; estimating man-power requirement.
4. Managing the Sales Force: recruitment and selection; training ; compensation ;
motivation ;evaluation of sales force performance.
5. Sales Control: steps involved in sales control system; tools and techniques of sales
control; sales budget; sales audit.
6. Personal Selling & Salesmanship: Buyer-Seller Dyads; theories of selling; types of
personal selling objectives
OPTIONAL PAPER IV: CONSUMER BEHAVIOUR & MARKET RESEARCH
1. Introduction to Consumer Behaviour: concept; applying consumer behaviour
knowledge; modelling consumer behaviour ; market segmentation; ethics in
marketing.
2. Determinants of Consumer Behaviour: consumer as an individual - needs,
motivation, personality, perception, learning, attitude, communication, persuasion;
consumers in their social & cultural settings - the family, social class, crosscultural
consumer behaviour.
3. Consumer's Decision-making Process: personal influence & opinion leadership
process; diffusion of innovations; consumer decision-making.
4. Consumer Behaviour & Society: health-care marketing; political marketing; social
marketing; environmental marketing; public policy & consumer protection.
5. Introduction to Market Research: nature and importance; marketing information
system and market research; major techniques.
6. Methodology in Market Research: developing research objectives; primary data
collection methods; designing primary research, analysis, report preparation
OPTIONAL PAPER V: RURAL MARKETING & SERVICES MARKETING
1. Introduction to Rural Marketing: nature and scope; rural vs. urban marketing;
understanding rural marketing environment and its impact on marketing
operations.
2. Rural Consumer and Environment: characteristics; attitude and behaviour; buying
pattern of rural consumers; rural marketing strategies - segmentation, product
planning, packaging, branding, pricing, promotion and logistics in rural markets.
3. Marketing of Agricultural Inputs: role of Government and other organisations in
marketing of agricultural products; co-operative marketing; public distribution
system; agricultural marketing in India -problems and prospects.
4. Introduction to Services Marketing: services - types, nature, characteristics;
understanding service customers; reasons for growth - Indian scenario.
5. Services Marketing Management: Service marketing mix: elements - service
products, pricing in services, service promotion, place in services, people in
services; managing service quality; relationship marketing - concept, application,
marketing strategy.
6. Services Marketing in Non-profit and Profit Organisations: tourism & travels;
transportation & logistics; financial services; information technology &
communication services; media services; health care services; professional
services, educational services.


Compare this course with other similar courses
See all