MARKETING MANAGEMENT

Syllabus

BBACO401: Marketing Management

Module 1:

1. Introduction to Marketing– Marketers and Prospects, Needs, Wants and Demand, States of Demand, Types of Markets, Marketing Mix– 4 P-s, 4 C-s, 4 A-s, Value and Satisfaction, Exchange and Transaction, Levels of Competition, Definitions of Marketing, Company Orientations towards the Market Place– Production, Selling, Product, Marketing & Holistic Marketing Concepts, Market vs. Marketing, Traditional vs Modern Marketing Concept (Selling vs. Marketing), Functions of Marketing, Marketing Evaluation Methods.                                                   [8H]

Module 2:

2 a. Marketing Environment– Micro and Macro Environment Elements, PEST Analysis, SWOT Analysis, Marketing Information System.                                                           [2H]

2 b. Target Marketing (STP)– Meaning and Benefits of Market Segmentation, Basis of Consumer Market Segmentation; Market Targeting, Patterns of Target Market Selection, Market Positioning, Various Differentiation Variables.        [3H]

2 c. Consumer Behaviour- Stimulus-Response Model of Consumer Behaviour, Determinants Cultural, Social, Personal, Psychological, Buyer’s Decision Making Process, Buying Roles. [2H]

2 d. Industrial Buying Behaviour– Meaning, Characteristics, Consumer Buying Behaviour vs. Industrial Buying Behaviour.                                                                                          [1H]

Module 3:

3.1 a. Products– Meaning of Product or Offering, Scope of Marketing, Product Mix Concepts, Product Classifications, Characteristics of Services, Extended Marketing Mix and Strategies for Services Marketing, Product Life Cycle, Marketing Strategies at different stages of PLC.                  [4H]

3.1 b. New Product Development- What is a new product, Steps of New Product Development.           [1H]

3.1 c. Branding & Packaging– Meaning and Definition of Branding, Branding Elements, Brand Image, Brand Strength and Brand Equity, Trade Mark, Types of Brands, Branding Decisions, Branding Strategies; Packaging-Functions/Purpose of Packaging, Levels/Types of Package.                                  [3H]

3.2 Pricing- Meaning and Importance of Price, Pricing Strategies, Procedure for Price Setting (Pricing Objectives, Determining Demand, Estimating Costs, Analyzing Competitors’ Costs, Prices and Offers, Pricing Methods, Selecting the Final Price), Pricing Decision Framework (Factors affecting Pricing Decisions), Discounts and Rebates.        [3H]

3.3 Physical Distribution– Importance and Functions, Channel Flows, Channel Levels, Merchandisers-Agents-Facilitators, Channel Design Decisions, Channel Management Decisions, Supply Chain & Distribution Channel Relation, Triangle of Logistical Decision Making.                                                   [3H]

3.4 Promotion– Elements of Promotion Mix, Advertising Media– Relative Merits and Limitations, Characteristics of an Effective Advertisement.                                                       [2H]

Module 4:

4 a. Integrated Marketing Communications (IMC): Meaning and Definitions of IMC, Role of IMC, Evolution of IMC, IMC Planning Process, Steps to Developing an  Integrated Marketing Communications Strategy, Common IMC Objectives.                                                                            [4H]

4 b. Digital & Social Media Marketing (DSMM): Key Terms - Online and Data-Driven, Inbound Marketing, Customer 2.0; Concepts of SEO, Content Marketing, Content Strategy, Paid Online Advertising, SMM, Analytics; History of Digital Marketing, Types of Digital Marketing, Pull vs Push Digital Marketing, Traditional Marketing vs Digital Marketing, Advantages of Digital Marketing, Disadvantages of Digital Marketing.          [4H]