Marketing Management
1st semester BBA
Objective
• To understand the concepts of marketing
management.
• To learn about marketing process for different types
of products and services.
• To understand the tools used by marketing
managers in decision situations.
• To understand the marketing environment.
Outcome
• Understand the concepts and functions of marketing.
• Analyze marketing environment impacting the business
• Segment the market and understand the consumer
behaviour.
• Describe the 4p’s of marketing and also strategize
marketing mix.
• Describe 7p’s of service marketing mix.
Module1 - Introduction to marketing
• Market and marketing
• Approaches to the study of marketing
• Functions of marketing
• Goals of marketing
• Marketing management
• Marketing management philosophies
• Marketing management process
• Recent trends in marketing
Module 2 - Marketing Environment
• The micro environment
• The company's macro environment
• Indian marketing and its environment
• Opportunities and challenges in India
Module 3 - Market Segmentation and
Consumer Behavior
• Market segmentation
• Benefits of market segmentation
• Bases for segmenting market
• Requisite of sound marketing segmentation
• Nature of buyer behaviour
• Factors influencing buyer behaviour
• Consumer buying process
• Buyers and buying decision process
• Importance of buying behaviour
Module 4 - Marketing mix
• Marketing mix
• Product, Classification of products, Product line, Product mix
decisions, Product life cycle, Product planning or new product
development
• Branding
• Packaging
• Price, Factors influencing pricing decision policy, Methods of
pricing or approaches to pricing
• Physical distribution, Classification of distribution channels
and intermediates
Module 5 - Services Marketing
• Introduction to services marketing
• Characteristics of services
• Comparison of goods and services
• Classification of services
• Difference between product and services
• Importance or significance of service marketing
• Challenges of services marketing
• 7ps of services marketing
• Growth of service sector in India
Thank You
Skill Development
• 2 cases on the above syllabus should be analysed and
recorded in the skill development book.
• Design a logo and tagline for a product of your choice.
• Develop an advertisement copy for a product.
• Prepare a chart for distribution network for different prod-
ucts.
