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    of 2

    UNIVERSITY OF MADRAS

    B.COM. DEGREE PROGRAMME IN CORPORATE SECRETARYSHIP


    SYLLABUS WITH EFFECT FROM 2023-2024

    SECOND YEAR– SEMESTER– IV


    CORE PAPER VIII –PRINCIPLES OF MARKETING
    (Common to BCom- Co-op., Gen., AF, BM, CA, MM & ISM)
    Subject Inst. Marks
    Code L T P S Credits Hours CIA External Total
    218C4B 5 5 5 25 75 100
    Learning Objectives
    LO1 To know the concept and functions of marketing
    LO2 To understand the importance of market segmentation
    LO3 To examine the stages of new product development
    LO4 To gain knowledge on the various advertising medias
    LO5 To analyse the global market environment
    Prerequisite: Should have studied Commerce in XIIStd
    No. of
    Unit Contents
    Hours
    Introduction to Marketing
    Meaning – Definition and Functions of Marketing – Evolution of
    I Marketing Concepts – Innovations in Modern Marketing. Role and 15
    Importance of Marketing - Classification of Markets - Niche
    Marketing.
    Market Segmentation
    Meaning and definition – Benefits – Criteria for segmentation –Types
    of segmentation – Geographic – Demographic –Psychographic –
    II Behavioural – Targeting, Positioning & Repositioning - Introduction to 15
    Consumer Behaviour–Consumer Buying Decision Process and Post
    Purchase Behaviour –– Motives. Freud’s Theory of Motivation.
    Product & Price
    Marketing Mix –– an overview of 4P’s of Marketing Mix –
    III Product – Introduction to Stages of New Product Development – 15
    Product Life Cycle –– Pricing – Policies – Objectives –Factors
    Influencing Pricing– Kinds of Pricing.
    Promotions and Distributions
    Elements of promotion – Advertising – Objectives - Kinds of
    Advertising Media - Traditional vs Digital Media - Sales Promotion – 15
    IV types of sales promotion – Personal Selling –Qualities needed for a
    personal seller – Channels of Distribution for Consumer Goods-
    Channel Members – Channels of Distribution for Industrial Goods.
    Competitive Analysis and Strategies
    Global Market Environment – Social Responsibility and Marketing
    V Ethics – Recent Trends in Marketing –A Basic Understanding of E– 15
    Marketing & M–Marketing – E-Tailing – CRM –Market Research –
    MIS and Marketing Regulation.
    TOTAL 75
    1
    UNIVERSITY OF MADRAS
    B.COM. DEGREE PROGRAMME IN CORPORATE SECRETARYSHIP
    SYLLABUS WITH EFFECT FROM 2023-2024

    CO CourseOutcomes
    CO1 Develop an understanding on the role and importance of marketing
    CO2 Apply the 4p’s of marketing in their venture
    CO3 Identify the factors determining pricing
    CO4 Use the different Channels of distribution of industrial goods
    CO5 Understand the concept of E-marketing and E-Tailing
    Textbooks
    1 Philip Kotler, Principles of Marketing : A South Asian Perspective,
    Pearson Education, NewDelhi
    2 Dr.C.B.Gupta & Dr.N.Rajan Nair, Marketing Management, Sultan
    Chand & Sons, New Delhi.
    3 Dr.Amit Kumar, Principles of Marketing, Shashi bhawan Publishing
    House,Chennai
    4 Dr.N.Rajan Nair, Marketing, Sultan Chand & Sons.New Delhi
    5 Neeru Kapoor Principles Of Marketing, PHILearning,NewDelhi
    Reference Books
    1 Prof Kavita Sharma, Dr Swati Agarwal, Principles of Marketing
    Book,Taxmann,Newdelhi
    2 Dr.J.Jayasankar, Marketing Management, Margham Publications, Chennai.
    3 Assael, H.Consumer Behaviour and Marketing Action,USA :PWS-Kent
    4 Hoyer, W.D. And Macinnis, D.J., Consumer Behaviour, USA: Houghton
    Mifflin Company
    5 Baker M, Marketing Management And Strategy, Macmill an
    Business, Bloombury Publishing, India
    NOTE: Latest Edition of Textbooks May be Used
    Web Resources
    1 https://www.aha.io/roadmapping/guide/marketing/introduction
    2 https://www.investopedia.com/terms/m/marketsegmentation.asp
    3 https://www.shiprocket.in/blog/understanding-promotion-and-distribution-
    management/

    MAPPING WITH PROGRAMME OUTCOMES


    AND PROGRAMME SPECIFIC OUTCOMES
    PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PSO1 PSO2 PSO3
    CO1 3 2 3 2 2 2 2 2 2 3 2
    CO2 3 2 3 2 3 2 2 2 2 3 2
    CO3 3 2 3 2 3 2 2 2 2 3 2
    CO4 3 2 3 2 2 2 2 2 2 3 2
    CO5 3 2 3 2 2 2 2 2 2 3 2
    TOTAL 15 10 15 10 12 10 10 10 10 15 10
    AVERAGE 3 2 3 2 2.4 2 2 2 2 3 2
    3 – Strong, 2- Medium, 1- Low

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