Sem 3 Marketing
Sem 3 Marketing
Sem 3 Marketing
New Delhi:
Taxmann. New Delhi.
• Sharma, S.K. & Sareen, R. (2019). Fundamentals of Financial Management. New
Delhi: Sultan Chand & Sons (P) Ltd.
• Singh, J.K. (2016). Financial Management: Theory and Practice. New Delhi:
Galgotia Publishing House.
• Singh, S. and Kaur, R. (2020). Fundamentals of Financial Management. New
Delhi: SCHOLAR Tech Press.
• Tulsian, P.C. & Tulsian, B. (2017). Financial Management. New Delhi: S. Chand.
Additional Resources:
• Chandra, P. (2019). Financial Management: Theory and Practice. New Delhi:
Tata McGraw Hills.
• Ross, S. A., Westerfield, R. & Jefferey, J. (2017). Corporate Finance. Tata McGraw
Hills.
• Srivastava, R. and Mishra, A. (2011). Financial Management. U.K.: Oxford
University Press.
• Van Horne, J. C, & John, W. (2008). Fundamentals of Financial Management.
Pearson Education.
Note: Suggested readings will be updated by the Department of Commerce and
uploaded on Department’s website.
Learning Objectives
The objective of this course is to provide basic knowledge of
concepts, principles, tools and techniques of marketing and to
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provide knowledge about various developments in the
marketing.
Learning outcomes
After completion of the course, learners will be able to:
1. Discuss basic concepts of marketing, marketing philosophies and
environmental conditions affecting marketing decisions of a firm.
2. Describe the dynamics of consumer Behaviour and process of market
selection through STP.
3. Analyse the process of value creation through marketing decisions involving
product development.
4. Analyse the process of value creation through marketing decisions involving
product pricing and its distribution.
5. Explore marketing decisions involving product promotion, and draft promotion
mix strategies.
SYLLABUS OF DSC-3.3
Unit 1: Introduction to Marketing and Marketing Environment (9 hours)
Introduction to Marketing: Scope and Importance; Core concepts
of marketing; Marketing Philosophies; Services Marketing, Marketing Mix.
Marketing Environment: Need for studying marketing environment; Micro
environmental factors- company, suppliers, marketing intermediaries,
customers, competitors, publics; Macro environmental factors – demographic,
economic, natural, technological, politico-legal and socio- cultural.
Unit 2: Consumer Behaviour and Market Selection (9 hours)
Consumer Behaviour: Need for studying consumer Behaviour; Stages
in Consumer buying decision process; Factors influencing consumer
buying decisions.
Market Selection: Choosing market value through STP. Market Segmentation-
bases of segmenting consumer markets. Market Targeting, Product Positioning
– concept and bases
Unit 3: Product Decisions and New Product Development (9 hours)
Product Decisions: Concept and classification; Levels of Product. Designing
value: Product- mix, Branding- types, significance, and qualities of good brand
name; Packaging and Labelling- types and functions; Product support services.
New Product Development: New product development process; Product life
cycle – concept and marketing strategies.
Unit 4: Pricing Decisions and Distribution Decisions (9 hours)
Pricing Decisions: Objectives, Factors affecting price of a product,
Pricing methods, Pricing strategies.
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Distribution Decisions: Delivering Value: Channels of distribution- types and
functions; Wholesaling and retailing; Factors affecting choice of distribution
channel; Logistics decisions.
Unit 5: Promotion Decisions and Developments in Marketing (9 hours)
Suggested Readings:
● Baines Et. AL. (2021). Fundamentals of Marketing. Oxford University Press.
● Etzel, M. J., Walker, B. J., Stanton, W. J., Pandit, A. (2010). Marketing. Mc
Graw Hill.
● Jain, P & Singhal, N. (2021). Principles of Marketing. Scholar Tech Press,
Delhi.
● Kapoor, N. (2021). Principles of Marketing. Prentice Hall of India.
● Kotler, P., Armstrong, G., Agnihotri, P. (2018). Principles of
Marketing. Pearson Education. Indian edition.
● Kotler, P., Chernev, A., Keller, K. L. (2022). Marketing Management. United
Kingdom: Pearson Education.
● Levy, M., Grewal, D. (2022). Marketing. United States: McGraw-
Hill Education.
● Mamoria C.B., Bhatacahrya A.(2021). Marketing Management. Delhi: Kitab
Mahal.
● Sharma, K., Aggarwal S. (2021). Principles of Marketing. Delhi: Taxmann
Publications.