B.Com. (Honours with Research) with Specialization in Business Management Marketing Management Syllabus - Mumbai University
This is the SY BCom BM syllabus under NEP 2020, in force from the academic year 2025-26. The University clubbed this degree with B.Com., B.Com. (Accountancy) and B.Com. (Business Economics) on 25 May 2026 and now awards it as B.Com. (Commerce and Management), with Business Management as the Major: the papers below are the ones its own Board of Studies sets, so your exam form may name the degree differently from your admission letter. The four Major papers of Semesters III and IV are the four credit versions the University issued on 5 August 2026, which carry twice the modules of the two credit papers set for these semesters before them.
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Syllabus for Marketing Management
Module I: Introduction to Marketing
- Introduction to Marketing: Definition, features, importance and scope of marketing.
- Evolution of marketing; Marketing v/s Selling. Concepts of Marketing: Production concept; Product concept; selling concept and marketing concept, social relationship, Holistic marketing, wants and demands, transactions, transfer and exchanges.
- Consumer Behavior: Meaning, feature, importance, factors affecting Consumer Behavior
Module II: Marketing Mix - I
- Marketing mix: Meaning, features of marketing mix, Elements of Marketing Mix.
- Product mix: Areas of product decision, product lifecycle, New product development, Product positioning strategies
- Pricing: Concepts, objectives, factors influencing pricing policy and Pricing strategy.
Module III: Marketing Mix - II
- Physical distribution : Meaning, factor affecting channel selection, types of marketing channels Promotion,
- Promotion mix: Meaning and significance of promotion, Promotion tools
- Personal selling: Concept, Features, Process of Personal Selling
Module IV: Emerging Trends in Marketing
- Marketing Ethics: Concept, Unethical practices in marketing, General role of Consumer organizations.
- Rural Marketing: Concept, Features of Indian Rural Market, Strategies for Effective Rural Marketing
- Digital Marketing: Concepts, Forms, Trends in Digital Marketing
References
- Kotler, P., Keller, K. L., Koshy, A., & Jha, M. (2021). Marketing Management. Pearson.
- Ramaswamy, V. S., & Namakumari, S. (2018). Marketing Management: Global Perspective, Indian Context. Macmillan.
- Saxena, R. (2017). Marketing Management. McGraw Hill.
- Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice. Pearson. Kotler, P., Armstrong, G. (2020). Principles of Marketing. Pearson.
- Etzel, M., Walker, B., Stanton, W. (2018). Marketing. McGraw-Hill.
- Lovelock, C., Wirtz, J. (2016). Services Marketing: People, Technology, Strategy. Pearson.
- Jobber, D., Ellis-Chadwick, F. (2019). Principles and Practice of Marketing. McGraw-Hill.
- Blythe, J. (2013). Consumer Behaviour. SAGE Publications.
- Solomon, M. R. (2021). Consumer Behavior: Buying, Having, and Being. Pearson.
- Singh, S. (2017). Rural Marketing: Focus on Agricultural Inputs. Vikas Publishing.
- Strauss, J., Frost, R. (2022). E-Marketing. Pearson.
- Belch, G. E., Belch, M. A. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill.
Reproduced from the University of Mumbai syllabus for B.Com. (Business Management) under NEP 2020, in force from the academic year 2025-26. 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.