Bachelor of Commerce (B.Com.) Commerce V Marketing Management 2 Credit Syllabus - Mumbai University
This is the TY BCOM syllabus under NEP 2020, in force from the academic year 2026-27. The University still sets the earlier Choice Based syllabus below alongside it for ATKT candidates, so check which scheme your exam form names before you revise.
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Syllabus for Commerce V - Marketing Management - 2 Credit
Module I: Introduction to Marketing and Consumer Behaviour (15)
- Unit I: Marketing
- Concept, Features, Importance, Functions, Traditional Marketing v/s Strategic Marketing; Marketing Information System (MIS) – Concept, Uses,
- Market Targeting – Concept, Five Patterns of Target Market Selection; Marketing Research - Concept, Process, AI Tools for Market Research
- Unit II: Consumer Behaviour
- Consumer Behaviour -Concept, Factors Influencing Consumer Behaviour, Predicting consumer behaviour using AI, Customer Relationship Management (CRM) – Concept, Techniques, AI Tools for Customer Relationship;
- Market Segmentation – Concept, Benefits, Bases of Market Segmentation, Data Mining - Concept, Importance
Module II: Marketing Mix - Product, Price, Promotion and Place (15)
- Unit I: Product and Price
- Product - Elements of Marketing Mix; Product Mix– Concept, Product Decision Areas, Stages of PLC and Marketing Mix; Branding- Concept, Essentials of a good Branding, AI in Branding, Role of Packaging in Product Marketing
- Price - Concept, Factors Influencing Pricing, Methods of Pricing, Pricing Strategies, AI in Pricing
- Unit II: Promotion and Place (7 Lectures)
- Promotion - Concept, Elements, AI in Promotion; Integrated Marketing Communication (IMC), Types of Marketing Strategies
- Place / Physical Distribution - Concept, Factors Influencing Physical Distribution, Marketing Channels (Traditional and Contemporary); Supply Chain Management v/s Logistics
Reference Books
- Kotler, Philip & Keller, Kevin Lane.Marketing Management. Pearson Education, Latest Indian Edition.
- Ramaswamy, V. S. & Namakumari, S.Marketing Management: Planning, Implementation and Control. McGraw-Hill Education
- Stanton, William J., Etzel, Michael J. & Walker, Bruce.Fundamentals of Marketing. McGraw-Hill Education.
- Schiffman, Leon G. & Kanuk, Leslie Lazar.Consumer Behaviour. Pearson Education.
- Malhotra, Naresh K.Marketing Research: An Applied Orientation. Pearson Education.
- Panda, Tapan K. & Choubey, Pradeep K.Marketing Management – Indian Perspective. Oxford University Press
- Gupta, Seema.Marketing Management. McGraw-Hill Education.
- Chaffey, Dave.Digital Marketing. Pearson Education.
- Kotler, Philip; Kartajaya, Hermawan & Setiawan, Iwan.Marketing 4.0 / Marketing 5.0. Wiley.
- Ramaswamy, V. S. & Namakumari, S.Marketing Management – Indian Context. McGraw-Hill Education.
Reproduced from the University of Mumbai syllabus for Bachelor of Commerce (B.Com.) under NEP 2020, in force from the academic year 2026-27. Wording is as printed in that syllabus. Module numbering is as printed there too.
The complete syllabus
This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.