Course Title: MARKETING MANAGEMENT

L T P Cred
its
3 1 0 4
Course Code:BBA-
202 Credit Units: 4
No. of Lecture: 40

Course Objective – To develop among the students the underlying concepts, strategies and
issues involved in the marketing of products and to develop insights into emerging trends in
marketing of products.

Top Lectu
ic re
Module–I: Introduction

Nature, scope and importance of Marketing, Core marketing concepts, Company 7

orientation towards the market place- production concept, product concept,
selling concept, marketing concept, Concept of holistic marketing.

Module–II: Marketing Mix

Product Mix-Concept, Product Hierarchy, New Product Development,

Product Life Cycle, Concept of Branding, Packaging & Labeling.
Pricing – Pricing concepts, Impact of Five “C”s on pricing, Pricing
Strategies- Value based, Cost based, Market based, Competitor based,
New product pricing.
Distribution Mix – Purpose, Channel design and Channel Management 12
decision, Factors affecting channel choice, Channel conflict, Basic
concepts of e- commerce, e-marketing, m-Commerce.
Promotion Mix – Sales Promotion Tools and Techniques of sales
promotion, Push pull strategies of promotion. Personal Selling-
Advantages of Personal Selling, Steps involved in Personal Selling.

Module–III: Segmentation, Targeting and Positioning

Segmentation – Need for Market Segmentation, Factors influencing

segmentation, Market Aggregation, Segmentation of Consumer/ Industrial
markets. Targeting - Basis for identifying target customers, Target Market 7
Strategies. Positioning - Need for Positioning, Product differentiation
strategies.
 Module–IV: Marketing Communication

Concept of Marketing Communication Mix, Advertising, 7

Marketing Communication Objectives, Steps in developing
effective Marketing communication, stages in designing message,
Public Relation.
Module–V: Issues and Developments in Marketing

Social, ethical, and legal aspects of marketing; Marketing of services; 7

International marketing; Green marketing; Cyber marketing; Relationship
marketing and other developments of marketing.
.

Course Outcome: After completing the subject students will gain knowledge related to basic
concepts and practice related to Marketing Management.

Books References:
● Kotler, P. Armstrong, Gary; Agnihotri, Prafulla Y. and Ehsan Ul Haque,
Principles of Marketing: A South Asian Perspective, Pearson. (Latest
Edition)
● Chhabra, T.N., Principles of Marketing, Sun India Publication. (Latest Edition)