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Marketing Management
Tapesh Kiran & Ved Prakash
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BBA,KurukshetraUniversity, Fourth SemesterSyllabus BBA-211: MARKETING MANAGEMENT Note: There will be Eight Questions in all. A candidate is required to attempt Five Questions including Question No. 1 which is compulsory. Question No. 1 will comprise of Six short answer Questions. All Questions shall carry equal marks. Marketing Management – Meaning, Nature and Scope. Concepts of Marketing. Marketing Environment, Marketing Mix, STP (Segmenting, Targeting and Positioning), Approach to Marketing. Marketing Information System – Meaning and Components. Marketing Research. Consumer Behaviour – Meaning and Importance of Study for Marketers. Product –Meaning, Levels and Product Mix. New Product Development, Product Life Cycle, Branding and Packaging Decision. Pricing – Meaning, Procedure for Setting a Price. Price Variation. Distribution Channels – Levels and Roles. Management of Physical Distribution. Promotion – Promotion Mix – A Study of Advertising, Sales Promotion, Personal Selling, Direct Marketing and Public Relations. Marketing Organisation and Control.
KUK/BBA/4/04
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