Principles of Marketing FYUGP Syllabus [Gauhati University BCom 2nd Semester]

Gauhati University Principles of Marketing FYUGP Syllabus

Course Details

• Course Name: Principles of Marketing
• Credit: 4
• Course Level: 200 to 299
• Syllabus Basis: CBCS
• Total Marks: 100
• Contact Hours: 60

Course Objective
The course on Principles of Marketing aims to provide students with a comprehensive understanding of the fundamental concepts, strategies, and techniques used in marketing.

Learning Outcomes
By the end of the course, students will be able to:

1. Analyze consumer behavior.
2. Develop marketing strategies.
3. Utilize marketing tools and techniques.
4. Evaluate marketing campaigns to effectively target and engage customers in diverse market environments.

Detailed Syllabus

Unit 1: Introduction:
Nature, scope, and importance of marketing; Evolution of marketing: Selling vs Marketing; Marketing mix, Marketing environment: concept, importance, and components (Economic, Demographic, Technological, Natural, Socio-Cultural, and Legal).
(12 Classes) (20 Marks)

Unit 2: Consumer Behaviour:
Nature and Importance, Consumer buying decision process; Factors influencing consumer buying behavior.
a. Market segmentation: concept, importance, and bases: Target market selection: Positioning concept, importance, and bases; Product differentiation vs. market segmentation.
(12 Classes) (20 Marks)

Unit 3: Product:
Concept and importance, Product classifications; Concept of product mix; Branding, packaging, and labeling; Product-Support Services; Product life-cycle; New Product Development Process; Consumer adoption process.
(12 Classes) (20 Marks)

Unit 4: Pricing and Distribution:
a. Pricing:
Significance. Factors affecting the price of a product. Pricing policies and strategies.
b. Distribution Channels and Physical Distribution:
Channels of distribution meaning and importance; Types of distribution channels; Functions of middleman; Factors affecting choice of distribution channel; Wholesaling and retailing; Types of Retailers; e-tailing, Physical Distribution.
(12 Classes) (20 Marks)

Unit 5:
a. Promotion: Nature and importance of promotion; Communication process; Types of promotion: advertising, personal selling, public relations & sales promotion, and their distinctive characteristics; Promotion mix and factors affecting promotion mix decisions.
b. Recent developments in marketing: Social Marketing, online marketing, direct marketing, services marketing, green marketing, Rural marketing; Consumerism.
(12 Classes) (20 Marks)

Suggested Readings:

1. Kotler, Philip, Gary Armstrong, Prafulla Agnihotri and Ehsanul Haque. Principles of Marketing. 13th edition. Pearson Education.
2. Michael, J. Etzel, Bruce J. Walker, William J. Stanton, and Ajay Pandit. Marketing: Concepts and Cases. (Special Indian Edition). McGraw Hill Education.
3. William D. Perreault and McCarthy, E. Jerome. Basic Marketing. Pearson Education.
4. Majaro, Simon. The Essence of Marketing. Pearson Education, New Delhi.
5. The Consumer Protection Act 1986.
6. Marketing Management: A South Asian Perspective. Cengage Learning.
7. Dhruv Grewal and Michael Levy. Marketing. McGraw Hill Education.
8. Chhabra, T. N., and S. K. Grover. Marketing Management. Fourth Edition. Dhanpat Rai & Company.
9. Neeru Kapoor. Principles of Marketing. PHI Learning.
10. Rajendra Maheshwari. Principles of Marketing. International Book House.

Designer Name: Dr. Angana Borah, Dr. Saptadweepa Shandilya, Gauhati University

angana.ght@gmail.com, saptashandilya@gmail.com

Must Explore: GU B.Com 2nd Semester FYUGP Notes, Question Papers, Solved Papers (PDFs)