Marketing Management Notes
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.
Subject at a glance
4
Units
28
Topics
6
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- 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
- 1Production concept
Make it cheap and available
- 2Product concept
Make it better
- 3Selling concept
Push hard to sell
- 4Marketing concept
Find needs, then satisfy them
- 5Societal marketing
Satisfy needs and society's well-being
Study guide
This unit introduces marketing: its nature and scope, customer needs, wants and demand, the production, product, selling, marketing and societal concepts and the micro and macro marketing environment. Be able to explain how the marketing concept differs from the selling concept with an example.
- 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
Product
What you offer
Price
What customers pay
Place
How it reaches customers
Promotion
How you communicate
People
Staff who deliver the service
Process
How the service is delivered
Physical evidence
Tangible cues: store, uniform
Study guide
You study market segmentation (need, concept, nature and bases), mass marketing versus segmentation and the marketing mix: the 4Ps for products and the 7Ps for services, with the factors that affect the mix. Apply the 7Ps to a service you use, such as a bank or a gym.
- Product definition
- new product development process
- product life cycle
- positioning
- branding
- packaging and labelling decisions
- pricing objectives
- strategies and techniques
- 1. Introduction: Low sales, high cost
- 2. Growth: Sales and profits rise fast
- 3. Maturity: Sales peak, competition heavy
- 4. Decline: Sales fall; harvest or drop
Study guide
This unit covers products and prices: the product definition, new product development, product life cycle, positioning, branding, packaging and labelling, and pricing objectives, strategies and techniques. Draw the product life cycle and name a product in each stage.
- Types of distribution channels
- designing and managing marketing channels
- retailing management
- physical distribution
- the promotion mix and its components
- designing integrated marketing communications
Advertising
Paid, mass, non-personal
Sales promotion
Short-term incentives
Personal selling
Face-to-face persuasion
Public relations
Building goodwill and image
Direct and digital marketing
Email, social media, targeted messages
Study guide
You study distribution and promotion: types of channels, designing and managing channels, retailing, physical distribution, the promotion mix and integrated marketing communications. Compare push and pull strategies using a real campaign.
Why Marketing Management Matters
Marketing is one of the most popular BBA and MBA specialisations, and it applies to every business, from startups to large brands. Understanding segmentation, branding and promotion is useful for sales, digital marketing and brand roles.
How to Prepare for Marketing Management
- Analyse a favourite brand in terms of segmentation, positioning and the 4Ps.
- Collect real advertisements and identify the promotion mix.
- Learn the product life cycle strategies for each stage.
Marketing Management: Frequently Asked Questions
What are the 4Ps of marketing?
Product, Price, Place (distribution) and Promotion.
What is market segmentation?
Market segmentation divides a large market into smaller groups of customers with similar needs so that each group can be targeted effectively.