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Marketing Management

ISBN - 978-93-5480-690-2
Authors - Dr. Arun Kumar Shukla , Mr. Shaswat Bajpai
Tax excluded
ISBN - 978-93-5480-690-2
Authors - Dr. Arun Kumar Shukla , Mr. Shaswat Bajpai
Syllabus
BBA-203: MARKETING MANAGEMENT
Unit 1: (14 Hours)
Introduction: Marketing - Meaning, Scope and Importance; Concepts, Philosophies of Marketing; Marketing Environment: Macro and Micro Environmental Factors. Consumer Decision Making Process; Market Segmentation- Levels and Bases of Segmenting Consumer Markets, Market Targeting- Concept and Criteria, Product Positioning – Concept and Bases
Unit 2: (14 Hours)
Marketing Mix Decision – Product and Pricing: Product Decisions: Concept and Classification; Levels of Product. Product Strategies; Branding Decisions; New Product Development; Product Life Cycle; Pricing Decisions: Objectives; Factors Affecting Pricing; Pricing Methods; Pricing Strategies
Unit 3: (14 Hours)
Marketing Mix Decisions -Promotion and Distribution: Distribution Decisions: Channels of Distribution- Types and Functions. Delivering Value- Factors Affecting Choice of Distribution Channel; Channel Management; Promotion Decisions: Communication Process; Decision about Promotion Mix Tools: Advertising, Personal Selling, Sales Promotion, Public Relations, Publicity and Direct Marketing; Integrated Marketing Communication Approach.
Unit 4: (14 Hours)
Introduction to Emerging Trends in Marketing: Relationship Marketing, Sustainable Marketing, Green Marketing, Social Marketing, Digital Marketing, Social Media Marketing, Role of AI and Robotics in Marketing, Ethical Issues in Marketing.