Marketing Management BBA Second Semester MU

Unit

Details

No. of Hours

I

Fundamentals of Marketing – Role of Marketing – Relationship of Marketing with other Functional Areas– Concept of Marketing Mix – Marketing Approaches – Various Environmental Factors Affecting the Marketing Functions.

15

II

Segmentation – Need and Basis of Segmentation –Targeting – Positioning. 

Product – Characteristics – Benefits – Classifications – Consumer Goods – Industrial Goods. Product Mix-New Product Development Process - Product Life Cycle. Branding – Packaging.

15

III

Pricing – Factors Influencing Pricing Decisions – Pricing Objectives. Market

Physical Distribution: Importance – Various Kinds of Marketing Channels – Distribution Problems.

15

IV

A Brief Overview of Communication Mix- Types of Media & its Characteristics- Print - Electronic - Outdoor – Internet- A tool to Customer Loyalty. Sales Promotion Tools- IMC (Integrated Marketing Communication) - Definition, Process, Need & Significance - CRM – Importance. 

15

V

Sales Force Management: Personal Selling Process- Motivation, Compensation and Control of Sales Force– Digital Marketing: Introduction- Applications & Benefits.

15