Marketing Management
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Marketing Management

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Mohd. Farook Azam & Preeti Singh

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BBA, Semester - III
According to the New Syllabus of  
‘Dr. Bhimrao Ambedkar University, Agra’
Syllabus
BBA 302: Marketing Management
 
Unit I                                                                        (10 lectures) Overview of Marketing: Meaning of Market, Nature, Element, Objectives, Importance & Function of Marketing. Marketing Mix: Concept, Elements, Dynamics, Marketing Process. Introduction to Strategic Marketing: Concept, Importance & Process.
 
Unit II                                                                      (8 lectures) Marketing Management: Meaning, Definitions, Objectives, Departments, Functions, Consumer Buying Behaviour, Consumer Decision Making. Market Segmentation – Bases & Process, Benefits, Target Market, Approaches
 
Unit III                                                                        (10 lectures) Product: Concept, Product Line & Product Mix, Product Life Cycle, Product Positioning Concept of Branding & Packaging. Price – Concept, Types, Importance, Objectives, Factors, Influencing Pricing. Promotion - Concept of Promotional Mix, Determinants of Promotional Mix, Importance, Marketing Channels, Types & Factors Affecting the Choice of Distribution Channel.
 
Unit IV                                                                      (8 lectures) Emerging Trends in Marketing: Societal Marketing, Green Marketing. International Marketing: Concept & Factors for becoming Global Player. Rural Marketing.
BRA2018/BBA/03/4
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