B.Com. LL.B. (Five Years) Marketing and Services Management Syllabus - KSLU 2026

• III SEMESTER
• Course-I: MARKETING & SERVICES MANAGEMENT

Objectives:

• The objective is to familiarize the students with the principles of marketing and focus them towards Marketing and Management of Services

Course Contents:

UNIT 1: INTRODUCTION TO MARKETING

• Meaning and definition - Goals - Concepts of Marketing - Approaches to Marketing - Functions of Marketing. Recent Trends in Marketing - e-business - Tele-marketing - M-Business - Green Marketing - Retailing, Relationship Marketing - Customer Relationship Management.

UNIT 2: MARKETING ENVIRONMENT

• Meaning - demographic- economic - natural - technological - political - legal - socio cultural environment. Market Segmentation and Consumer Behaviour - Meaning & Definition - Bases of Market Segmentation - Consumer Behaviour - Factors influencing Consumer Behaviour.

UNIT 3: MARKETING MIX

• Meaning - elements - PRODUCT - product mix, product line - product life cycle - product planning - new product development - branding - packing and packaging. PRICING - factors influencing pricing, methods of pricing (only Meaning), and pricing policy - PHYSICAL DISTRIBUTION,
• Meaning, factors affecting channels, types of marketing channels, PROMOTION -Meaning and significance of promotion - personal selling and advertising.

UNIT 4: INTRODUCTION TO SERVICES MANAGEMENT

• Meaning of services - characteristics of services - classification of services - marketing mix in service industry - growth of service sector in India. Service processes - Designing the service process service blueprint - back office & front office process.

UNIT 5: SERVICE SECTOR MANAGEMENT

• Tourism and Travel Services - concept, nature, significance and marketing. Health Care services -concept, nature, significance and marketing. Educational services - concept, nature, significance and marketing.

BOOKS FOR REFERENCE

• 1. Dr. Shajahan. S; Service Marketing (Concept, Practices & Cases); Himalaya Publishing House; Mumbai; First Edition - Financial Service in India.
• 2. Philip Kotler - Marketing Management, PHI
• 3. Sunil B. Rao - Marketing & Services Mgt - VPH.
• 4. J.C. Gandhi - Marketing Management, TMH
• 5. Stanton W.J. etzal Michael & Walker, Fundamentals of Management, TMH
• 6. Jayachandran ; Marketing Management. Excel Books.
• 7. P N Reddy & Appanniah, Essentials of Marketing Management, HPH
• 8. Sontakki, Marketing Management, HPH
• 9. Ramesh and Jayanthi Prasad : Marketing Management I.K. International Publishers
• 10. Davar: Marketing Management