Syllabus of Paper 2 

Total marks: 100.
Number of questions: 100.
Negative marking: There is no negative marking.

Marketing Environment and Environment Scanning
Marketing Information Systems and Marketing research; Understanding consumer and industrial markets; Demand Measurement and forecasting; Market Segmentation – Targeting and Positioning.

Product Decisions, Product Mix, Product Life Cycle
New product development; Branding and Packaging; Pricing methods and strategies.

Promotion Decisions
Promotion mix; Advertising; Personal selling; Channel management; Vertical marketing systems; Evaluation and control of marketing effort; Marketing of services; Customer relationship management; Uses of internet as a marketing medium – other related issues like branding, market development, advertising, and retailing on the net.

New Issues in Marketing
Concept; Nature and Scope; Marketing myopia; Marketing mix; Different environments and their influences on marketing; Understanding the customer and competition.

Role and Relevance of Segmentation and Positioning
Static and Dynamic understanding of BCG Matrix and Product Life Cycle; Brands – Meaning and Role; Brand building strategies.

Pricing
Pricing objectives; Pricing concepts; Pricing methods. Product – Basic and Augmented stages in New Product Development. Test marketing concepts.

Promotion Mix
Role and Relevance of advertising; Sales promotion – media planning and management. Advertising – Planning, execution, and evaluation. Different tools used in sales promotion and their specific advantages and limitations. Public Relations – Concept and Relevance.

Distribution Channels
Distribution channel hierarchy; Role of each member in the channel; Analysis of business potential and evaluation of performance of the channel members.

Wholesaling and Retailing
Different types and the strengths of each one; Emerging issues in different kinds of retailing in India.

Marketing Research
Sources of information; Data collection; Basic tools used in data analysis; Structuring a research report.

Marketing to Organisations
Segmentation models; Buyer behaviour models; Organisational buying process.

Consumer Behaviour Theories and Models
Consumer Behaviour theories and models and their specific relevance to marketing managers.

Sales Function
Role of technology in automation of sales function; Customer relationship; Use of internet as a medium of marketing; Managerial issues in reaching consumers/organisation through internet.