Marketing Management-I

Syllabus

BBA303

Marketing Management-I

UNIT-I                                                                                          (Hours 10) 

Introduction: Meaning, Objectives, Nature, Scope and Importance of Marketing; Evolution of Marketing and Various Company Marketing Orientations; Core Concepts of Marketing, Marketing vs. Selling & Marketing Myopia; Concept of Market and Types of Market; Customer Value, Value Delivery Process & Value Chain; Marketing Plan & Marketing Planning. 

UNIT-II                                                                                         (Hours 06) 

Marketing Environment: Environmental Scanning- Controllable & Uncontrollable Factors, Marketing Environment- Micro & Macro Environmental Factors; Marketing Information System (MkIS)- Concept, Need & Importance, Components of MkIS, Marketing Information System vs. Marketing Research. 

UNIT-III                                                                                       (Hours 08) 

Understanding Consumer Behavior: Meaning of Consumer Behaviour, Personal vs. Organisational Consumer, Need & Importance of Studying Consumer Behaviour, Buying Motives, Factors influencing Consumer Behavior, Consumer Buying Decision Process, Buying Roles, Types of Buying Behaviour. Business Market vs. Consumer Market, Business Buying Situations, Participants in Business Buying Process, Factors Influencing Business Buying Behaviour, Stages in Business Buying Process. 

UNIT-IV                                                                                       (Hours 10) 

Market Segmentation: Meaning and Concept of Market Segmentation, Benefits and Limitations of Market Segmentation, Bases & Types of Market Segmentation, Procedure of Market Segmentation, Criteria for Effective Segmentation, Bases for Segmenting Business Markets. 

UNIT-V                                                                                         (Hours 06) 

Current Marketing Realities: Major Societal Forces, Current Consumer Capabilities, Current Company Capabilities.

The Great Indian Market: Characteristics, Issues and Challenges.