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Home / Syllabus / Bachelor of Commerce (B.Com.) / TY BCOM / Semester 5 / Commerce V Marketing Management 4 Credit

Bachelor of Commerce (B.Com.) Commerce V Marketing Management 4 Credit Syllabus - Mumbai University 2026

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.

Commerce V - Marketing Management - 4 Credit Syllabus.pdf
Major · Semester 5 · TY BCOM · 4 credits · 100 marks

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Syllabus for Commerce V - Marketing Management - 4 Credit

Major · Semester 5 · TY BCOM · 4 credits · 100 marks

Module I: Introduction to Marketing and Consumer Behaviour

  • Unit – I Introduction to Marketing
  • Marketing, Concept, Features, Importance, Functions, Evolution, Strategic v/s Traditional Marketing, Marketing Research - Concept, Features, Process,
  • Marketing Information System-Concept, Components, Data Mining- Concept, Importance
  • Unit – II Consumer Behaviour
  • Consumer Behaviour- Concept, Factors influencing Consumer Behaviour, Market Segmentation- Concept, Benefits, Bases of market segmentation
  • Customer Relationship Management- Concept, Techniques, Market Targeting- Concept, Five patterns of Target market Selection

Module II: Marketing Mix Decisions- I

  • Unit – I Marketing Mix – Product
  • Marketing Mix- Concept, Product- Product Decision Areas, Product Life Cycle- Concept, Managing stages of PLC
  • Branding- Concept, Components, Brand Equity- Concept, Factors influencing Brand Equity
  • Unit – II Marketing Mix – Positioning and Price
  • Packaging- Concept, Essentials of a good package, Product Positioning- Concept, Strategies of Product Positioning, Service Positioning- Importance & Challenges
  • Pricing- Concept of Pricing, Objectives of Pricing, Factors Influencing Pricing, Methods of Pricing, Pricing Strategies

Module III: Marketing Decisions II

  • Unit – I Marketing Mix – Place
  • Physical Distribution- Concept, Factors influencing Physical Distribution, Marketing Channels (Traditional & Contemporary Channels)
  • Supply Chain Management-Concept, Components of SCM
  • Unit – II – Marketing Mix – Promotion
  • Promotion- Concept, Importance, Elements of Promotion mix, Integrated Marketing Communication (IMC)- Concept, Scope, Importance, Digital Marketing: Concepts and trends.
  • Sales Management- Concept, Components, Emerging trends in selling, Personal Selling- Concept, Process of personal selling, Skill Sets required for Effective Selling

Module IV: Key Marketing Dimensions

  • Unit – I Marketing Ethics & Competitive Strategies
  • Marketing Ethics: Concept, Unethical practices in marketing, General role of consumer organizations
  • Competitive Strategies for Market Leader, Market Challenger, Market Follower and Market Nicher Marketing Ethics
  • Unit – II Rural Marketing & Challenges in Marketing
  • Rural Marketing- Concept, Features of Indian Rural Market, Strategies for Effective Rural Marketing, Digital Marketing- Concept, trends in Digital Marketing, Green Marketing- concept, importance
  • Challenges faced by Marketing Managers in 21st Century, Careers in Marketing – Skill sets required for effective marketing, Factors contributing to Success & Reasons for failure of brands in India with suitable examples.

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.
  • Ramaswamy, V. S. & Namakumari, S. Marketing Management – Indian Context. 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.
  • 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.
  • Kotler, Philip; Kartajaya, Hermawan & Setiawan, Iwan. Marketing 4.0 / Marketing 5.0. Wiley.

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.

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