Marketing Management
Subject Overview
Marketing Management introduces the discipline that turns products into customer relationships — one of the core functional areas of every BBA specialisation track. You'll cover core marketing concepts and environment analysis, market segmentation and the marketing mix (4Ps and 7Ps), product decisions across the product life cycle and pricing strategy, and close with distribution channels and promotion mix design. This is a 6-credit core paper across 4 units, and it's the direct foundation for the Marketing specialisation electives in Semesters 5 and 6.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Introduction to marketing
Nature and scope of marketing, customer needs, wants and demand, marketing concepts — production, product, selling, marketing and societal marketing, analysing the micro and macro marketing environment
Unit 2: Segmentation & the marketing mix
Need, concept, nature and basis of market segmentation, mass marketing vs. segmentation, the 4Ps of products and 7Ps of services, components and factors affecting the marketing mix
Unit 3: Product & pricing decisions
Product definition, new product development process, product life cycle, positioning, branding, packaging and labelling decisions, pricing objectives, strategies and techniques
Unit 4: Distribution & promotion
Types of distribution channels, designing and managing marketing channels, retailing management, physical distribution, the promotion mix and its components, designing integrated marketing communications