BCOM - TY COM - SYLLABUS - Business Administration-III - 2022 - 25

St.
Mira’s College for Girls, Pune
Business Administration –III

[DSC COURSE]
Marketing- Fundamentals and New Perspectives
Semester V Subject Code: C52209 Lectures: 60
Course Outcomes:
At the end of the course, the learner will have:
Board of Studies Name Signature
Chairperson (Hood) Dr. Rama Venkatachalam
Faculty Asst. Prof. Rajni Singh
Faculty Asst. Prof. Shanthi Fernandes
Subject Expert (Outside SPPU) Dr. K. Rajagopal
Subject Expert (Outside SPPU) Dr. Sumita Joshi
VC Nominee Dr. Shubhangi Joshi
Industry Expert Mr. Sanjay Kulkarni

St. Mira’s College for Girls, Pune
 Ability to critically evaluate the key analytical frameworks and tools used in marketing
 Ability to critically evaluate a marketing program from consumer and marketing
practitioner viewpoints, including consideration of ethical implication
 Ability to collect, process, and analyze consumer and market data to make informed
decisions.
 Ability to demonstrate knowledge of the individual components of a marketing mix
 Ability to identify the organisational processes involved in the planning,
implementation and control of marketing activities
 Ability to develop a market research plan and conduct basic research using primary and
secondary sources.

Unit 1: Introduction to Marketing 10

 Marketing: Conceptual Introduction
 Company Orientation toward the Marketplace
 Emerging Marketing Paradigms
o From Making Contacts to Building Assets
o From Campaigns to Platforms
o From Awareness to Activation

o From Transactions to Experiences

 The New Marketing Realities
o Technology
o Globalisation
o Social Responsibility
 Strategic Market Creation: A New Outlook on Marketing and Innovation-
Management- Marketing Innovation - Breakthrough Marketing Technology
(breakthroughgroup.com)

Unit 2: Selecting Target Markets 12
 Consumer Buying Behaviour:

o Concept
 Factors Influencing Buyer Behaviour
 Buyer Decision Process
 Industrial Buyer Behaviour Vs. Domestic Buyer Behaviour
 Consumer Behaviour across International Borders
 Market Segmentation:
 Meaning

 Benefits and Limitations

 Bases of Market Segmentation
 Levels of Market Segmentation
 Developing a position within the target market
Unit 3: Marketing Mix 16

 Marketing Mix:
 Meaning
 Significance in the competitive environment

 Product Planning and Development:

o New Product Development
o Product life cycle
o Crafting the Brand Positioning
o Planning for growth
 Market Penetration
 Product Development
 Market Development
 Diversification
 Promotion-

o Elements of Promotion Mix:

 Advertising, Sales Promotion, Personal Selling, Public Relations
o Steps in developing effective communication
 Pricing:
 Factors affecting Pricing decisions
 Pricing Approaches
 Place:
 Types of channel members
 Channel Management Decisions
 Market Logistics

Unit 4: Strategic Marketing Process 10

 Marketing Research:
 Meaning
 Importance of Marketing Insights
 Classification- Problem Identification and Problem-Solving Approach
2 Key Types of Market Research for Addressing Business Problems
(packagedfacts.com)
 Marketing Research Procedure
 Designing Effective Marketing Dashboards

 Planning Phase
 Planning Framework
 Implementation Phase
 Essentials of effective implementation
 Market Evaluation and Controls:
 Types
 Process
 Marketing Audit

Assignments and Library Hours 12
Pre-course Reading:
 Marketing:
 Meaning
 Concepts
 Evolution

 Approaches
 Functions
 Benefits and Limitations of Marketing
Reference Books:
1. Bose Biplab S. (2010), “Handbook of Marketing Management”, 3rd Ed, Mumbai,
Himalaya Publishing House.
2. Davar Rustom S. (2003), “Modern Marketing Management”, 7th Ed, New Delhi,
Universal Book Stall.

3. Dr. Chatterji B. K. (1998), “Marketing Management: A Finance Emphasis”, 3rd Ed,

Mumbai, Jaico Publishing House.
4. Gandhi J. C. (1985), “Marketing: A Managerial Introduction”, Delhi, Tata McGraw-Hill
Publishing Co. Ltd.
5. Kerin Roger A., Hartley Steven W., Berkowitz Eric N., Rudelius William, (2007),
“Marketing”, Tata Mc Graw- Hill Publishing Company Ltd.,8th Ed., New Delhi
6. Kotler Philip, Keller, Koshi, Jha (2010), “Marketing Management”, 13th Ed, New Delhi,
Prentice Hall of India Pvt. Ltd.
7. Parameswaran. (2002).” Brand Building advertising: concepts and cases” 1st Ed, New

Delhi, Tata McGraw Hill

8. Saxena Rajani (2009), “Marketing Management”, 4th Tata McGraw Hill.
9. Ramaswamy V.S., Nama Kumari S., (2009), “Marketing Management”, New Delhi,
McMillan Ltd.
Suggested Reading:
Journals:

1. Indian Journal of Marketing, New Delhi

2. Harvard Business Review, Noida
3. Journal of Commerce and Management, Pune
Websites:
1. JSTOR database by INFLIBNET
2. NLIST database by INFLIBNET
3. Academic Search Elite database by EBSCO-HOST

E-Resources:
o Unit 2: The Ultimate Guide to Marketing Trends in 2021 (hubspot.com)
o Unit 2: 4 New Marketing Paradigms | Digital Tonto

Business Administration –III

Research Methods for Business

[Discipline Specific Course]
Semester: VI Credits: 4 Subject Code: C62209 Lectures: 60
Course Outcomes:
At the end of the course, the learner will have:

 Ability to infer the fundamental theoretical ideas and logic of research.

 Ability to choose methods appropriate to research aims and objectives
 Ability to understand the basic framework of research process.
 Ability to demonstrate knowledge of various research designs and techniques.
 Ability to appraise and practice various quantitative and qualitative research
methods
Unit 1: Business Research 10

 Meaning and Concepts

 Characteristics of research
 Types of research-
o Application based- Pure and Applied
o Objectives based- Descriptive, Exploratory, Co-relational,
Explanatory
o Inquiry mode applied- quantitative and qualitative
 Research Process
 Ethics in Business Research

Unit 2: Quantitative Research -1 12

 Formulating a research problem & objective
 Hypothesis, Types of hypotheses – Descriptive, Relational –
Correlational and Causal, null and alternate Research problem,
Hypothesis and Variables
 Research design
o Important concepts relating to research design
o Types of research designs- in case of exploratory research, in case of
n case of descriptive and diagnostic research studies and in case of

hypothesis-testing research studies

 Questionnaire designing
Unit 3: Quantitative Research 2 14
 Sampling
o Concept and principles of sampling
o Factors affecting inferences drawn from samples

o Types of probability and non-probability sampling methods

 Methods of data Collection
o Sources of data – primary and secondary
o Measurement and Scaling
 Data Processing- Editing, Coding, Developing a frame of analysis
 Presentation of data: Tables and graphs
 Writing a Research report - Structure and Format- APA conventions

Unit 4: Qualitative Methodology 12
 Nature of qualitative research

o Features
o Steps in qualitative research
 Methods of data collection
o Participant observation
o Unstructured interviews
 Qualitative data analysis

o Analytical induction
o Grounded theory
o Coding
o Steps of interpretation
 Presentation of data
o Matrix
o Charts
o Tables
 Report writing

#12 contact hours for Assignments, Visits, Research, Field Studies, etc.
Recommended Basic Reading:

 Uwe Flick. Introducing Research Methods, SAGE Publication.2011

Recommended Reference Books:

 Kumar.R. (2014) Research Methodology – A step by Step guide for Beginner’s (4 th Ed)
Pearson Education, India.
 Denzin Norman, Lincoln Yvonna (ed): Handbook of Qualitative Research, Sage,
Thousand Oaks, 2000.
 Sekaran Uma & Bougie Roger: Research Methods for Business for Research –A Skill
Building Approach: Wiley India, 2011

E-resources:
 https://nlist.inflibnet.ac.in/ (Contact the St Mira's College Library for login credentials)

 https://search.ebscohost.com/ (Contact the St Mira's College Library for login credentials

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St.

Mira’s College for Girls, Pune

Business Administration –III

Semester V Subject Code: C52209 Lectures: 60

Board of Studies Name Signature

Chairperson (Hood) Dr. Rama Venkatachalam

Faculty Asst. Prof. Rajni Singh

Faculty Asst. Prof. Shanthi Fernandes

Subject Expert (Outside SPPU) Dr. K. Rajagopal

Subject Expert (Outside SPPU) Dr. Sumita Joshi

VC Nominee Dr. Shubhangi Joshi

Industry Expert Mr. Sanjay Kulkarni

Board of Studies Name Signature

Chairperson (Hood) Dr. Rama Venkatachalam

Faculty Asst. Prof. Rajni Singh

Faculty Asst. Prof. Shanthi Fernandes

Subject Expert (Outside SPPU) Dr. K. Rajagopal

Subject Expert (Outside SPPU) Dr. Sumita Joshi

VC Nominee Dr. Shubhangi Joshi

Industry Expert Mr. Sanjay Kulkarni

Unit 1: Introduction to Marketing 10

Board of Studies Name Signature

Chairperson (Hood) Dr. Rama Venkatachalam

Faculty Asst. Prof. Rajni Singh

Faculty Asst. Prof. Shanthi Fernandes

Subject Expert (Outside SPPU) Dr. K. Rajagopal

Subject Expert (Outside SPPU) Dr. Sumita Joshi

VC Nominee Dr. Shubhangi Joshi

Industry Expert Mr. Sanjay Kulkarni

o From Transactions to Experiences

Board of Studies Name Signature

Chairperson (Hood) Dr. Rama Venkatachalam

Faculty Asst. Prof. Rajni Singh

Faculty Asst. Prof. Shanthi Fernandes

Subject Expert (Outside SPPU) Dr. K. Rajagopal

Subject Expert (Outside SPPU) Dr. Sumita Joshi

VC Nominee Dr. Shubhangi Joshi

Industry Expert Mr. Sanjay Kulkarni

Unit 2: Selecting Target Markets 12

 Consumer Buying Behaviour:

Board of Studies Name Signature

Chairperson (Hood) Dr. Rama Venkatachalam

Faculty Asst. Prof. Rajni Singh

Faculty Asst. Prof. Shanthi Fernandes

Subject Expert (Outside SPPU) Dr. K. Rajagopal

Subject Expert (Outside SPPU) Dr. Sumita Joshi

VC Nominee Dr. Shubhangi Joshi

Industry Expert Mr. Sanjay Kulkarni

 Benefits and Limitations

Unit 3: Marketing Mix 16

Board of Studies Name Signature

Chairperson (Hood) Dr. Rama Venkatachalam

Faculty Asst. Prof. Rajni Singh

Faculty Asst. Prof. Shanthi Fernandes

Subject Expert (Outside SPPU) Dr. K. Rajagopal

Subject Expert (Outside SPPU) Dr. Sumita Joshi

VC Nominee Dr. Shubhangi Joshi

Industry Expert Mr. Sanjay Kulkarni

 Product Planning and Development:

Board of Studies Name Signature

Chairperson (Hood) Dr. Rama Venkatachalam

Faculty Asst. Prof. Rajni Singh

Faculty Asst. Prof. Shanthi Fernandes