Fundamentals oF Marketing Management BBA 4th Sem RTMNU

Syllabus

Course Code: 4T1

Fundamentals of Marketing Management

Unit 1: Introduction to Basic Marketing Concepts

Evolution of Marketing Concept, Concept of Need, Want and Demand, Value and Satisfaction, Marketing Environment, Introduction to Marketing Mix.

Unit 2: Market Segmentation, Targeting & Positioning

Market Segmentation- Importance and Bases for Segmentation; Market Targeting- Various Targeting Strategies; Positioning, De-Positioning and Repositioning.

Unit 3: Setting Product and Price Strategies

Product Classifications, Product Mix, Product Line Strategies; Product Life Cycle; Packaging and Labeling, Pricing Methods and Strategies.

Unit 4: Developing Distribution and Promotional Strategies

Distribution Channels: Types, Importance. Channel Intermediaries: Wholesalers and Retailers, Promotion Mix: Introduction to Personal Selling, Advertising, Sales Promotion, Public Relations and Publicity.