1. Marketing Management
Course Code: BBA853A
Course Credits: 4
Course Objective:
To provide a holistic orientation of emerging marketing trends with the practical skills required
to analyze consumer data, create marketing campaigns, develop digital/social media content
and make successful marketing decisions and to equip students to be innovative, technically
competent, and think critically through experiential and student-centric teaching approach.
Course outcomes:
CO1: To understand the role and importance of marketing
CO2: Develop a marketing plan to generate better sales and profits
CO3: Formulate the product and price mix based to serve consumer needs.
CO4: Identify the factors influencing consumer behavior and purchase decision
CO5: Outline the digital tools to develop marketing strategies for the new age consumer
Unit 1: Fundamentals of Marketing Management
Meaning & Definition of marketing -Role of Marketing -Relationship of Marketing with other
functional areas -Market Concepts -Product concept -Selling concept -Marketing concept -
Societal marketing concept -Approaches to marketing management -Functions of marketing -
Scope of marketing: goods, services, events, organizations, etc. -Emerging trends in
marketing.
Unit 2: Marketing Plan
Marketing Environment: Concept -Macro-environmental forces -The changing marketing
environment -Analyzing needs and trends in Macro-Environment: Economic Environment,
Technical Environment, Political, Environment and Socio-cultural Environment. Introduction
to The Marketing Plan –Definition –Nature –Objectives -Structure of The Marketing Plan -The
Process of marketing plan -Critical elements of external and internal analysis of Marketing
Plan -Implementation of Marketing Plan.
Unit 3: Marketing Mix
Introduction to marketing mix -Marketing mix implementation: short term and long term
tactics –Product: meaning, elements, product mix -Product mix strategies -Product line -
Product lifecycle Product planning -New product development -Failure of new product -
Product branding -Branding strategy and packaging –Pricing: Objectives -Factors influencing
pricing policy -Methods of pricing -Pricing strategy. Physical Distribution: Meaning -Factors
affecting channel selection -Types of marketing channels –Promotion: Meaning and
significance of promotion – Personal selling & advertising (meaning only).
Unit 4: Buyer behaviour
Market Segmentation: Levels and patterns of market segmentation -Bases for segmenting
markets -Market segmentation - Targeting - Product Positioning - Types and bases of
positioning - Product Differentiation -Meaning of consumer, customer, consumer behaviour
and buying motives -Factors influencing buyer
behavior -Factors that influence consumer purchasing decisions -Buying process -Stages of the
consumer buying behavior -Business to Business (B2B) buying process -Key factors
influencing B2B purchasing decisions -Differences between Consumer goods and Industrial
goods
Unit 5: Digital Marketing
2. Introduction to Digital Marketing –Concept of Digital Marketing -Difference between
traditional marketing and digital marketing -Trends and scenarios of the industry -Planning and
Creating a Website -Search Engine Optimization (SEO), Search Engine Marketing (SEM), of
Social Media Marketing, Blogging, Content Strategy, Email Marketing.
