Bachelor of Management Studies (B.M.S.) Introduction to Marketing Syllabus - Mumbai University
This is the SY BMS syllabus under NEP 2020, in force from the academic year 2025-26, examined under form 2225161. The University still sets the earlier Choice Based papers alongside it — forms 2M00155 and 2M00156, whose documents are below — so check which scheme your exam form names before you revise.
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Syllabus for Introduction to Marketing
Module I: Introduction to Marketing/ Marketing Environment, Research and Consumer Behaviour
- Introduction to Marketing:Definition, features, advantages and scope of marketing. The 4P’s and 4C’s of marketing. Marketing v/s Selling. Marketing as an activity and function
- Concepts of Marketing: Needs, wants and demands, transactions, transfer and exchanges.
- Orientations of a firm: Production concept; Product concept; selling concept and marketing concept, social relationship, Holistic marketing.
- The micro environment of business: Management structure; Marketing Channels; Markets in which a firm operates; competitors and stakeholders.
- Macro environment: Political Factors; Economic Factors; Socio Cultural Factors, Technological Factors (PEST Analysis)
- Marketing research: Meaning, features, Importance of marketing research. Types of marketing research: Product research; Sales research; consumer/customer research; production research
- MIS: Meaning, features and Importance
- Consumer Behaviour: Meaning, feature, importance, factors affecting Consumer Behaviour
Module II: Marketing Mix/ Segmentation, Targeting and Positioning and Trends In Marketing
- Marketing mix: Meaning –elements of Marketing Mix.
- Product-product mix-product line lifecycle-product planning – New product development- failure of new product-levels of product.
- Branding –Packing and packaging – role and importance • Pricing – objectives- factors influencing pricing policy and Pricing strategy.
- Physical distribution – meaning – factor affecting channel selection-types of marketing channels
- Promotion – meaning and significance of promotion. Promotion tools (brief)
- Segmentation – meaning , importance , basis
- Targeting – meaning , types
- Positioning – meaning – strategies
- New trends in marketing – E-marketing , Internet marketing and marketing using Social network Social marketing/ Relationship marketing
Text Books
- 1 Philip Kotler & Gary Armstrong - Principles of Marketing
- 2 Philip Kotler & Kevin Lane Keller - Marketing Management
- 3 Michael R. Solomon - Consumer Behavior: Buying, Having, and Being
- 4 Naresh K. Malhotra - Marketing Research: An Applied Orientation
- 1 Leon G. Schiffman & Leslie Lazar Kanuk - Consumer Behavior
- 2 William D. Perreault Jr., Joseph P. Cannon, and E. Jerome McCarthy - Essentials of Marketing
- 3 Alexander Chernev - Strategic Marketing Management
- 4 Louis E. Boone & David L. Kurtz - Contemporary Marketing
- 5 Gary Armstrong & Philip Kotler - Marketing: An Introduction
Reproduced from the University of Mumbai syllabus for Bachelor of Management Studies (B.M.S.) 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.