Master of Commerce (M.Com.) Marketing Strategies and Practices Syllabus - Mumbai University

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Syllabus for Marketing Strategies and practices

Mandatory course · Semester 3 · M.Com. Business Management · 4 credits · 100 marks

Module I

Unit 1 Introduction to Marketing Strategies
A. Introduction: Marketing Strategies Concept, Evolution, Role/ Importance, Types, Formulation of Marketing Strategies- Steps, B. Marketing Opportunities and Plan, Green and Guerrilla Marketing Strategies
Unit 2 Developing Marketing Strategies & Plans
A. Marketing Strategy Implementation - Steps, Marketing Mix 4 P’s, Alternative Marketing
Mix Prepositions- Profit, People, and Planet.
B. Marketing Plans: Marketing Planning- Importance, Types, Strategic Business Unit - Structure, SWOT Analysis, Defensive Marketing Strategies: Importance, Types, Offensive V/S Defensive Marketing Strategies, Position Defence Strategies.

Module II

Unit 3 Market Environmental Trends & Building Customer Value
A. Environmental Analysis: Analysing the Macro Environment, Theories of Marketing
Customer Perceived Value (CPV).
B. Customer Value: Applying Customer Value and Satisfaction, Customer Relationship
Management (CRM)- Concepts and Techniques Customer Loyalty: Importance
Unit 4 Use of Artificial Intelligence in Marketing of products and services A. Meaning of Omni Channels, Brick and Mortar marketing strategies B. Artificial Intelligence (AI) strategies of marketing--- product level AI strategy, Business level AI strategy, Marketing and Advertising level AI Strategy Course Outcome:
After completion of Course the students will be able to References of books: 1. Aaker, D and Joachimsthaler, E (2000) Brand leadership, The Free Press
Assael, H. (1992) Consumer Behaviour and Marketing Action, 4th Edition, USA: PWS-Kent 2.
Hoyer, W.D. and MacInnis, D.J. (2001) Consumer Behaviour, 2nd Edition, USA: Houghton 3.
Mifflin Company
4 Baker, M. (2000) Marketing Management and Strategy, 3rd edition, Macmillan Business.
Blythe, J. (2001) Essentials of Marketing, 2nd edition, Prentice Hall 5.
Booms, B.H. and Bitner, M.J. (1981), Marketing strategies and organisation structures for 6.
service firms, in Marketing of Services, J. Donnelly and W.R. George (eds), American
Marketing Association
7 Brassington, F and Pettitt, S, (2000), Principles of Marketing, Second Edition, Prentice Hall, Harlow
8 Brooks, I and Weatherston, J. (1997) The Business Environment. Challenges and Changes, Prentice Hall.
9 Chisnall, P.M. (1997) Marketing Research, Fifth Edition, London: McGraw-Hill
10 Davies, M. (1998) Understanding Marketing, 1st edition. Prentice Hall
11 Ellwood, I. (2002) The Essential Brand book, Kogan Page Limited
12 Fill, C (2002) Marketing Communications, Contexts, strategies and applications, Prentice Hall
13 Gabriel, Y & Lang, T, (1995), The Unmanageable Consumer, Sage, London
14 Hoffman ,D & Novak, T, (1996), ‘Marketing in Hypermedia Computer-mediated
Environments: Conceptual Foundations’, Journal of Marketing, Vol 60(July), pp50-68
15 Kapferer, J. (1997) Strategic Brand Management, Kogan Page
16 Keller, K (1998) Strategic Brand Management, Building, measuring and managing brand
equity, Kogan Page, London
17 Kotler, P, Armstrong, G, Saunders, J and Wong, V, (2001), Principles of Marketing: Third
European Edition, Prentice Hall, Harlow

Reproduced from the University of Mumbai syllabus for M.Com. (Business Management) under NEP 2020, in force from the academic year 2023-24. Wording is as printed in that syllabus. Module numbering is as printed there too.

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