Marketing Management

Syllabus

Marketing Management

Course Code: BBA-1.3

Module 1: Introduction to Marketing                                                     (10)

Meaning and Definition, Concepts of Marketing, Approaches to Marketing, Functions of Marketing. Recent trends in Marketing-E-Business, Tele-Marketing, M-Business, Green Marketing, Relationship Marketing, Concept Marketing, Digital Marketing, social media marketing and E-tailing (Meaning Only).

Module 2: Marketing Environment                                                        (10)

Micro Environment – The Company, Suppliers, Marketing Intermediaries Competitors, Public and Customers; Macro Environment- Demographic, Economic, Natural, Technological, Political, Legal, Socio-Cultural Environment.

Module 3: Market Segmentation and Consumer Behaviour                  (10)

Meaning and Definition, Bases of Market Segmentation, Requisites of Sound Market Segmentation; Consumer Behavior-Factors Influencing Consumer Behavior; Buying Decision Process.

Module 4: Marketing Mix                                                                       (20)

Meaning, Elements of Marketing Mix (Four P’s) – Product, Price, Place, Promotion. Product-Product Mix, Product Line, Product Lifecycle, New Product Development, Reasons for Failure of New Product, Branding, Packing and Packaging, Labeling, Pricing – Objectives, Factors Influencing Pricing Policy, Methods of Pricing; Physical Distribution–Meaning, Factors Affecting Channel Selection, Types of Marketing Channels. Promotion – Meaning and Significance of Promotion, Personal Selling and Advertising (Meaning Only).

Module 5: Services Marketing                                                                (06)

Meaning and Definition of Services, Difference between Goods and Services, Features of Services, Seven P’s of Services Marketing (concepts only).