Marketing: concept, nature, scope and importance of marketing; evolution of marketing
concept; goals of marketing; marketing mix; process of marketing management; strategic
marketing planning; market segmentation and positioning; Marketing organization and
control; Social, environmental and ethical issues in marketing; International marketing; Green
marketing; Cyber marketing.
Product decisions: concept of product; core product and augmented product; product line
and product mix decisions; product life cycle- strategic implications of product life cycle;
new product development; branding, packaging and labeling.
Pricing decisions: Factors affecting price determination; Pricing policies and strategies;
Methods of pricing; Discounts and rebates; Price adjustment strategies.
Promotion and distribution decisions: Marketing communication; Promotion mix- advertising,
personal selling, sales promotion, publicity and public relations; Determining advertising
budget; Copy designing and testing; Media selection; Advertising effectiveness; Sales
promotion – tools and techniques. Selection and management of marketing channels;
Managing retailers, wholesalers and market logistics.
(a) Consumer behaviour: Consumer vs institutional buyers; consumer decision – making
process; consumer perception; buying process; problem identification and information
(b) Rural marketing.
(c) Agricultural marketing.
MCom (Masters in Commerce) Subjects