Class 12 Marketing Syllabus

Unit 1: An Overview of Marketing

• Concept and importance of marketing

Unit 2: Product

• Meaning and definition of product

• Levels of product

• Classification of products

• Branding

• Packaging

• Labeling: Meaning, types and functions

Unit 3: Pricing

• Meaning and definition of price and pricing

• Forms of price

• Objectives of pricing

• Importance of pricing

• Pricing allowances and discounts: Meaning and types

• Factors affecting pricing: Internal and external factors

Unit 4: Distribution/Place

• Meaning and definition of distribution

• Elements of distribution

• Distribution structure for consumer and industrial products

• Channel conflicts and conflict resolution/settlement

• Physical distribution and logistics management

• Importance of transportation in the distribution system

• Importance of warehousing in the distribution system

Unit 5: Promotion

• Meaning and definition of promotion

• Objectives or role of promotion in marketing

• Importance of promotion

• Components of promotion/promotion mix

• Advertising

• Personal selling

• Sales promotion

• Publicity and public relations

Unit 6: Emerging Issues in Modern Marketing

• Agricultural marketing

• Industrial marketing

• E-commerce/Internet marketing

• Telemarketing and televised marketing

• Other special fields of marketing

Unit 7: Marketing Ethics and Social Responsibility

• Meaning of marketing ethics and social responsibility

• Ethical behaviour in marketing

• Social marketing functions

• The cost of ignoring social responsibility

Unit 8: Developing Salesmanship Skill

• Meaning and definition of salesmanship

• Origin and development of salesmanship

• Role of salesmanship in marketing

• Salesmanship as a science, an art, or a profession

• Selling as a psychological phenomenon

• Qualities of a good salesman for successful selling