Course No.

: BA 202
Course Title: Marketing Management
Course Description: This course focuses on the analysis of marketing opportunities
and problems of various types of business endeavors with applications to agribusiness
enterprises, marketing, planning, strategy formulation, implementation, and control.

Course Outcomes
At the end of the semester, the students should be able to:
1. Understand and explain the different marketing management concepts and
principles.
2. Apply concepts and principles learned in analyzing and presenting cases.
3. Analyze markets and design marketing plans/ programs.

STUDENT LEARNING OUTCOMES COURSE CONTENT/ SUBJECT MATTER

1. Define markets and marketing UNIT 1. MARKETING: AN INTRODUCTION
2. Differentiate types of markets
3. Know the scope of marketing Lesson 1: MARKET and MARKETING
4. Analyze the nature of marketing
5. Evaluate the importance of marketing ➢ Market
6. Illustrate core concepts of marketing ➢ Marketing
➢ Scope of Marketing
➢ Importance of Marketing
➢ Core Concepts of Marketing

1. identify various types of market Lesson 2: Target Markets and Segmentation

segmentation
2. know the beauty of target marketing
➢ Markets Segmentation
➢ Demographic Segmentation
➢ Geographic Segmentation
➢ Psychographic Segmentation
➢ Target marketing

1. know the importance of marketing Lesson 3: Relationships and Networks

relationship ➢ Transaction marketing
➢ Marketing Channels
2. determine the kinds of marketing
➢ The Direct Channel for Consumer Goods and
channels Services
3. demonstrate the direct channel for ➢ Channels of Distribution for Business-to-business
consumer goods and services and Marketing
Channels of Distribution for Business- ➢ Supply Chain
to-business Marketing ➢ Competition
4. Understand the concept of supply chain
5. Analyze various types of competition

1. Evaluate the product, selling, and Lesson 4: The Concepts of Product, Selling, and
marketing in persuading the Marketing
customers.
2. Differentiate selling and marketing ➢ The Product Concept
concepts ➢ The Selling Concept
3. Illustrate the selling and marketing ➢ The Marketing Concept
concepts ➢ The Difference between Selling and Marketing
1. Describe the marketing mix Lesson 5: Marketing Mix
2. Explain marketing mix elements or the ➢ Product
4Ps ➢ Place
3. Know the channel of distribution under ➢ Promotion
place as an element ➢ Price
4. Determine various promotional
activities
 STUDENT LEARNING OUTCOMES
5. Understand the role of Price in the
marketing
1. describe each level of the product
2. determine product hierarchy and its
definition
1. Define brands, trademarks, Brand
names, Brand marks, Service Marks,
and Generic Names
2. Determine levels of brand meaning
3. Illustrate good brand name
4. Describe branding strategies
5. Know the compatibility importance of
a brand name, logo, and slogan
1. Define the packaging of products
2. Determine various factors that have
contributed to packaging’s growing
use as a marketing tool
3. Explain an effective package for a new
product
4. State Basic Packaging functions
5. Describe different packaging materials
6. Judge package Size and Convenience
7. Discuss the importance of labeling in
packaging
1. Memorize product life cycle
2. Explain product life cycle illustration
3. Interpret stages of Product Life-cycle
Marketing Strategies
1. State the Nature, Importance, and
Scope of Strategic Planning
2. Identify The Orientations of Different
Functional Areas of the strategic plan
3. Illustrate The Strategic Planning
Process
1. Define the marketing plan
2. Determine parts of the marketing plan
3. Develop a marketing plan
4. To present the marketing plan
developed
Final Requirement:
Final product with marketing plan.
COURSE CONTENT/ SUBJECT MATTER
UNIT II. PRODUCT CONCEPT AND DECISIONS
Lesson 1: Products Levels and Hierarchy
➢ Product Levels
➢ Product Hierarchy
Lesson 2: Brands and Trademarks
➢ Brand and trademarks defined
➢ Brand-strategy Decision
➢ Logo
Lesson 3: Packaging
➢ Packaging defined
➢ Developing an effective package
➢ Basic Packaging functions
➢ Package Materials
➢ Package Size and Convenience
➢ Labeling Defined
➢ Labeling—Telling About the Product
Lesson 4: Product Life-cycle Marketing Strategies
➢ Product life cycle defined
➢ Introduction
➢ Growth
➢ Maturity
➢ stabilize or decline
UNIT III: STRATEGIC MARKETING PLANNING
Lesson 1: Strategic Planning
➢ Nature, Importance, and Scope of Strategic
Planning
➢ The Orientations of Different Functional Areas
➢ The Strategic Planning Process
Lesson 2: The Marketing Plan
➢ marketing manager
➢ Marketing Plan Is Important
➢ Steps of Marketing Plan/Marketing Plan format