Business Organisations

Syllabus

BBA 105 MARKETING FUNDAMENTALS

Unit I: Meaning and Concepts of Marketing, Sales Concept, Marketing Concept, Social Marketing Concepts, Societal Marketing Concept, Marketing Mix, 4 Ps of Marketing , Marketing Environment in India.

Unit II: Market Segmentation, Bases for Segmentation, Selection of Target Market and Positioning, Product, Product Line, Personality, Product Mix and Product Life Cycle.

Unit III: Pricing - Factors Affecting Pricing, Methods of Pricing, Distribution Channels, Types of Intermediaries.

Unit IV: Promotion, Elements of Promotion Mix, Advertising, Functions, Criticism, Types: Sales Promotion Techniques, Difference between Advertising and Personal Selling, Direct Marketing.