Marketing Class 11 Syllabus

This course is a planned sequence of instructions consisting of Units meant for developing employability and vocational competencies of students of Class XI opting for vocational subject along with general education subjects. Part B has five units - Introduction to Marketing; Marketing Environment; Marketing Segmentation, Targeting & Positioning; Fundamentals of Marketing Mix; and Consumer Behaviour.

Part B: Vocational Skills (50 Marks)

1. Introduction to Marketing (10 Marks)

• Meaning, Nature, Objectives, Scope & Importance of Marketing.
• Difference between Marketing & Selling.
• Marketing Philosophies.

2. Marketing Environment (8 Marks)

• Meaning and Importance.
• Macro Environment Factors.
• Micro Environment Factors.

3. Marketing Segmentation, Targeting & Positioning (12 Marks)

• Meaning & Importance of Segmentation.
• Bases of Market Segmentation.
• Meaning and Need for Targeting.
• Types of Targeting.
• Meaning & Need for Positioning.
• Positioning Strategies.

4. Fundamentals of Marketing Mix (8 Marks)

• Meaning and Importance of Marketing Mix.
• Marketing Mix Components - Service Sector & Consumer Goods.

5. Consumer Behaviour (12 Marks)

• Meaning and Importance of Consumer Behaviour. 
• Factors Affecting Consumer Buying Behaviour.
• Roles of Buying Behaviour.
• Stages of Buying Behaviour.