Jain, S.P. and K.L. Narang. Corporate Accounting. Kalyani Publishers, New Delhi. Compendium of Statements and Standards of Accounting. The Institute of Chartered Accountants of India, New Delhi. Bhushan Goyal, Fundamentals of International Book Corporate Accounting, House B.Com. (Hons.): Semester - V 5.2: PRINCIPLES OF MARKETING Duration: 3 hrs. Marks: 100 Lectures: 65 Objective: The objective of this course is to provide basic knowledge of concepts,principles, tools and techniques of marketing. Contents: Unit I Introduction: Nature, scope and importance of marketing; 6 1. Evolution Lectures of marketing concepts; Marketing mix, Marketing environment. 5 2. Consumer Behavior An Overview: Consumer buying process; Lectures – Factors influencing consumer buying decisions. Unit II Market Selection: Market segmentation concept, importance 6 – 3. and Lectures bases; Target market selection; Positioning concept, importance and Product differentiation vs. market segmentation. Product: Meaning and importance. Product classifications; 9 4. Concept Lectures of product mix; Branding, packaging and labeling; Product life-cycle; New Product Development. Unit III 6 5. Pricing: Significance. Factors affecting price of a product. Pricing Lectures Policies and strategies. 6 Nature and importance of promotion; Communication 6. Promotion: Lectures process; Types of promotion: advertising, personal selling, public relations & sales promotion, and their distinctive characteristics;
Jain, S.P. and K.L. Narang. Corporate Accounting. Kalyani Publishers, New Delhi. Compendium of Statements and Standards of Accounting. The Institute of Chartered Accountants of India, New Delhi. Bhushan Goyal, Fundamentals of Corporate Accounting, International Book House B.Com. (Hons.): Semester - V 5.2: PRINCIPLES OF MARKETING Duration: 3 hrs. Marks: 100 Lectures: 65 Objective: The objective of this course is to provide basic knowledge of concepts,principles, tools and techniques of marketing. Contents: Unit I 1. Introduction: Nature, scope and importance of marketing; Evolution 6 Lectures of marketing concepts; Marketing mix, Marketing environment. 2. Consumer Behavior – An Overview: Consumer buying process; 5 Lectures Factors influencing consumer buying decisions. Unit II 3. Market Selection: Market segmentation – concept, importance and 6 Lectures bases; Target market selection; Positioning concept, importance and Product differentiation vs. market segmentation. 4. Product: Meaning and importance. Product classifications; Concept 9 Lectures of product mix; Branding, packaging and labeling; Product life-cycle; New Product Development. Unit III 5. Pricing: Significance. Factors affecting price of a product. Pricing 6 Lectures Policies and strategies. 6. Promotion: Nature and importance of promotion; Communication 6 Lectures process; Types of promotion: advertising, personal selling, public relations & sales promotion, and their distinctive characteristics;
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