Guidelines for NEP Based Syllabus w.e.f.

2022-23
For the Paper Titled

"Principles of Marketing" of B. Com (H)

Paper No. DSC – 3.3, Semester-III

JOINTLY ORGANISED
BY

Department of Commerce, Delhi School of Economics, University of Delhi

And

Keshav Mahavidyalaya, University of Delhi

Date: 9th September 2024

MINUTES

An online meeting was held on Saturday, September 9, 2024, at 12:00 PM via the Google Meet
platform(https://meet.google.com/tyq-iyti-omf) to design the Guidelines for the NEP-Based
Syllabus effective from the academic year 2022 -23 for the paper titled "Principles of
Marketing," of B. Com (H) Paper No: DSC -3.3, Semester-III. This meeting was collaboratively
organized by the Department of Commerce (Delhi School of Economics) and Keshav
Mahavidyalaya, University of Delhi. A total of seventy two faculty members from various
colleges of the University of Delhi, who are involved in teaching this paper, registered in
advance to participate in the meeting. Ultimately, forty seven faculty members attended the
meeting on the scheduled date and through the provided link. The meeting was convened by
Professor Pardeep Kumar, a faculty member in the Department of Commerce at Keshav
Mahavidyalaya, and was represented/headed by Dr. Pooja Goel, Professor from the
Department of Commerce, Delhi School of Economics, University of Delhi. The online meeting
was attended by the following members:
Sl. Title Name of the Faculty Department/Affiliated College Name
No.
Dr. Pooja Goel (Head and Professor, Department of Commerce Delhi,
1 Prof.
Representative of Meeting) School of Economics, University of Delhi
Dr. Madhu Pruthi (Principal) Principal Keshav Mahavidyalaya,University of
2 Prof.
Delhi
Dr. Pardeep Kumar Professor, Department of Commerce, Keshav Mahavidyalaya,
3 Prof. (Convenor) University of Delhi
4 Dr. Aarti Saini Shaheed Bhagat Singh College

5 Ms. Aastha Gulati

Shaheed Bhagat Singh Evening College

6 Ms Anisha Bhatia Sri Ram college of Commerce

7 Ms. Deepika Daulat Ram College

8 Dr. Deepti Sehgal

9 Dr. Divya Sethi Sri Guru Nanak Dev Khalsa College

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10 Dr. Jasmine Kaur Sri Guru Nanak Dev Khalsa College

11 Dr. Romita Popli Gargi College

12 Dr. Shivani Bansal Daulat Ram College

13 Dr. Manju Khosla Gargi College

14 Ms. Hemant Yadav Keshav Mahavidyalaya
15 Dr. Ishpreet Virdi Mata Sundri College for Women
16 Dr. Jyotsna Maitreyi College
17 Dr. Karishma Saraswat PGDAV College (Evening)
18 Dr. Manika Jain Associate Professor, ARSD College
19 Prof. Manisha Sinha Janki Devil Memorial College
20 Prof. Minakshi Kar Dyal Singh College
21 Ms. Bimaldeep Kaur SGGSCC

22 Ms. Rupali Pabreja Acharya Narender Dev College

23 Dr. Neeta R Dhingra Sri Guru Nanak Dev Khalsa College

24 Dr. Pawan Kumar University of Delhi

25 Ms. Pooja Bansal Satyawati college (E)

26 Prof. Poonam Bewtra Janki Devi Memorial College

27 Prof. Priyanka Kaushik Professor, Rajdhani College

28 Prof. Anita Bajaj Professor, PGVAD (Evening) College

29 Ms. Rachna Megh Vivekananda College

30 Ms. Rashmi Siag Sri Aurobindo College Evening

31 Dr. Reema Dehal Daulat Ram College

32 Ms. Reena Yadav Shyam Lal College (M)
33 Dr. Reeta Zakir Husain Delhi College

34 Prof. Renu Gupta Sri Guru Govind Singh College of Commerce

35 Prof. Ruchi Gupta Shaheed Bhagat Singh College

36 Prof. Sangeeta Porwal Dyal Singh College (M)

37 Prof. Sangeeta Dodrajka SGGSCC
38 Ms. Shaifali Kashyap Maitreyi College

39 Dr. Shivani Arora Shaheed Bhagat Singh College

40 Dr. SK Grover SBSE College
41 Dr. Swati Aggarwal Zakir Husain Delhi College
42 Dr. Vandana Goswami Associate Professor, Satyawati College (Evening)
43 Dr. Vikram Mehta University of Delhi
44 Ms. Nidhi Aggarwal Assistant Professor, Department of Commerce, Keshav
Mahavidyalaya
45 Dr. Bhawna Rajput
Professor, Aditi Mahavidyalaya University of Delhi
(Prof)
46. Dr. Sangeeta Kakar
Dayal Singh College University of Delhi
47 Dr. Praveen Kumar Lamba SGTB Khalsa College

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The following components were established to ensure consistency in the teaching - learning
approach across various colleges:

1. A preliminary/tentative distribution of teaching hours across different sections of the syllabus.

2. A preliminary /tentative distribution of mark weightage for various sections of the syllabus.
3. A proposed format for the anticipated question paper for the University Examination.
4. Any additional considerations regarding the extent and depth of teaching, modalities of teaching, coverage
of syllabus, etc., if applicable.
The following guidelines were established during the online meeting with the agreement of all Faculty Members and the
Representative from the Department of Commerce at the Delhi School of Economics, University of Delhi.
(Teaching Related Guidelines As Per DU EC Resolution No. 38-1/(38-1-6) Dated 8th December 2022and Issued
on 10th March 2023.)
1. Total Number of Lectures:45 (45 hours as per syllabus)
2. Credit Hours: 4 (Lecture 3, Tutorial 1, Practical/Practice 0)
3. Unit Wise Breakup of 45 Lectures are recommended as follows:
Unit I: Introduction to Marketing and Marketing Environment 9 Lectures
Unit II: Consumer Behaviour and Market Selection 9 Lectures
Unit III: Product Decisions and New Product Development 9 Lectures
Unit IV: Pricing Decisions and Distribution Decisions 9 Lectures
Unit V: Promotion Decisions and Developments in Marketing 9 Lectures
4. Elaboration/Clarity of topics to bring out Uniformity in teaching-learning process across colleges

Unit-1: Introduction to Marketing and Marketing Environment 9 Lecture ( 9 Hrs)

Introduction to Marketing: Meaning, Nature of Marketing, Scope and Importance;
Core Concepts of Marketing; Marketing Philosophies (Six Marketing Philosophies
Including Holistic Marketing concept)); Meaning of Services, characteristics of
service, Services Marketing (Seven P’S of Service Marketing Mix), Marketing Mix
Concept, Importance of Marketing Mix, Components of Marketing Mix, Factors
Affecting Marketing Mix.
Marketing Environment: Concept of Marketing Environment, Need for studying
marketing environment;
Micro environmental factors- company, suppliers, marketing intermediaries,
customers, competitors, publics;
Macro environmental factors – demographic, economic, natural, technological,
politico-legal and socio- cultural.
Strategies to Deal with Marketing environment.

Unit 2: Consumer Behaviour and Market Selection (9 hours) 9 Lecture (9 Hrs)

Consumer Behaviour: Meaning and Concept,
Need for studying consumer Behaviour;
Stages in Consumer Buying Decision Process;
Factors Influencing Consumer Buying Decisions.
Market Selection: Choosing market value through STP.
Market Segmentation: Concept, Importance, Bases of Segmenting Consumer
Markets.
Market Targeting: Meaning and Concept, Selection of Target Market
Product Positioning – Concept and Bases

Unit-3: Product Decisions and New Product Development 9 Lectures (9Hrs)

Product Decisions: Concept and Classification;
Levels of Product.
Designing Value:
Product Mix: Concept , Product Mix Dimensions , Product Mix Strategies
Branding: Concept, Types, Significance, Qualities of Good Brand Name;
Packaging and Labeling: - Concept, Types and Functions;
Product support service:- Concept, Techniques of Product Support Services
New product development process: Meaning and Stage of New Product
Development Process
Product Life Cycle: – Concept, Product Life Cycles Stages and Marketing Strategies
at Each Stage of the Product Life Cycle

Unit-4: Pricing Decisions and Distribution Decisions 9 Lecture (9Hrs)

Pricing Decisions: Concept and Objectives,
Factors Affecting Price of a Product;
Pricing Methods
Pricing strategies
Distribution Decisions: Deliver Value;

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Channels of distribution: -Concept, Types and Functions;
Wholesaling and Retailing ( Concept and Differences);
Factors Affecting Choice of Distribution Channel;
Distribution logistics decisions: ( Concept, Major Logistics Functions)
Unit-5: Promotion Decisions and Developments in Marketing 9 Lecture
Communication Value: (9Hrs)
Communication process; Concept, Marketing Communication Process
Importance of Promotion. Concept of Promotion
Promotion Mix Tools: Concept and Characteristics of Advertising, Personal Selling,
Sales Promotion, Public Relations, Publicity and Direct Marketing.
Factors Affecting Promotion Mix
Integrated Marketing Communication (Importance and Barriers)
Developments in Marketing: Sustainable Marketing:-Concept and Issues,
Rural marketing: -Characteristics and Rural Marketing Mix,
Social- marketing: –Concept and Issues
Digital marketing: – Concept and Tools

5. All the topics and sub-topics should be covered from the books mentioned in the References.
6. It was collectively agreed during the meeting that case studies are included in the Continuous Assessment
System (CAS), which carries a weight of 40 marks. The CAS focuses on the practical aspects of the evaluation
process, while the End Term Theory Exam is primarily theoretical.
Examination Related Guidelines As Per DU EC Resolution No. 60-1/(60-1-13) Dated 3rd February2023 Issued on 10th
February, 2023.
1. Examination Pattern (Grand Total Marks 160)
a. End Term Theory Exam of 3 Hours 90 Marks
b. Continuous Assessment of Tutorials (CA) 40 Marks
c. Internal Assessment (IA) 30 Marks
2. Total number of questions will be five. All questions will carry equal weightage i.e. 18 marksfor each.
3. The five questions, numbered one to five, will each carry a weight of 18 marks and will follow an internal
choice format. These questions must comprehensively address the entire syllabus and should not contain
more than two parts each.
For Example:

Q1/Q2/Q3/Q4/Q5 (a) 9 Marks

(b) 9 Marks
Or
(c) 9 Marks
(d) 9 Marks
4. Continuous Assessment Guidelines: Total Marks Allotted for Continuous Assessment are 40.
a) 5 Marks for Tutorial Attendance as Per University Rules.
b) 35 Marks for Activities Covering:

• Literature Review
• Book Review
• Movie Review
• Project Activity (Group)
• Research Cum Presentation
• Creative Writing/Paper Writing
• Group Discussion
• Problem Solving Exercises
• Any Creative Production (May Be Done in A Group)
• Innovative Project
• Any Other Scholastic Work Related to the Application of Conceptual
Understanding of the Subject like Case Study
5. Internal Assessment Guidelines: Total Marks for Continuous Assessment are 30.
(a) 6 Marks for Attendance as Per University Rules.
(b) 12 Marks for Class Tests Only.
(c) 12 Marks for Assignment/Project/Activities/Class Participation/Presentations basedon any topic
covered under the syllabus of Principles of Marketing

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 All faculty members engaged actively in the discussions and expressed their gratitude for the timely initiative taken by
Prof. Ajay Kumar Singh, Head of the Department of Commerce. They also extended their sincere thanks to Professor
Kiran Chug and Prof. Amit Kumar Singh, Coordinator and Professor in the Department of Commerce Department,
University of Delhi, for facilitating this meeting. Special appreciation was given to Professor Dr. Pooja Goal, the
representative and head of the meeting, for her contributions throughout the deliberations.
The meeting concluded with a vote of thanks to the Principal of Keshav Mahavidyalaya, Professor Madhu Pruthi, as
well as the Convener of the Meeting, Professor Pardeep Kumar, the Representative/Head of the Meeting Professor
Pooja Goel from the Department of Commerce Delhi school of Economics, University of Delhi, and the Coordinator,
Department of Commerce, Professor Amit Kumar Singh. The meeting concluded with an expression of gratitude
towards Professor Dr. Kiran Chug, who has made every conceivable effort to facilitate this achievement.

Prof. Pardeep Kumar Professor Dr. Pooja Goal

(Convenor of the Meeting) (Head and Representative)
Professor, Commerce Department Professor
Keshav Mahavidyalaya Department of Commerce, DSE
University of Delhi University of Delhi

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