B23-BBA-302 Marketing Management
Part A – Introduction | |||
Subject | Business Administration | ||
Semester | III | ||
Name of the Course | Marketing Management | ||
Course Code | B23-BBA-302 | ||
Course Type:
(CC/MCC/MDC/CC M/DSEC/VOC/DSE/PC/AEC/VAC) |
CC-B3 | ||
Level of the course (As per
Annexure-I |
Intermediate-Level | ||
Pre-requisite for the course (if any) | None | ||
Course Learning Outcomes (CLO): | After completing this course, the learner will be able to: 1. Describe the fundamental concept related to marketing
2. Describe the different approach of marketing and environment in which marketing system operate. 3. Demonstrate an understanding of the 4P’s used by marketers. 4. Design a marketing plan for real world market offering (product/service). ____________________________________________ 5*. |
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Credits | Theory | Practical | Total |
4 | 0 | 4 | |
Contact Hours | 60 | 0 | 60 |
Max. Marks: 100
Internal Assessment Marks: 30 End Term Exam Marks: 70 |
Time: 3 Hours |
Part B- Contents of the Course | |||
Instructions for Paper- Setter
The Paper-Setter shall set nine questions in all and the question paper shall be divided into two parts. Part ‘A’ shall comprise four short answer type questions from the whole of the syllabus carrying 3.5 marks each, which shall be compulsory. Part ‘B’ shall comprise eight questions (two questions from each unit) carrying 14 marks each and the student will be required to attempt four questions selecting one question from each unit. |
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Unit | Topics | Contact
Hours |
|
I | Marketing Management- Meaning, Nature and Scope. Concepts of Marketing, Marketing Environment, Marketing Mix, STP (segmenting, targeting and positioning) approach to marketing. | 15 | |
II | Marketing Information System- Meaning and Components. Marketing Research. Consumer Behaviour-Meaning and Importance of study for Marketers. | 15 | |
III | Product —Meaning, levels and product Mix. New Product development, Product Life Cycle, Branding and Packaging decision, Pricing-Meaning, procedure for setting a price, Pricing Strategy Distribution Channels- Levels and Roles. Management of Physical Distribution. | 15 | |
IV | Promotion- promotion Mix- A study of advertising, sales promotion, personal selling, direct marketing and public relations. Marketing organization and control, Marketing of Services: An introduction to services, Role of Service Sector in the economy, 7P’s of Service Marketing. | 15 | |
V* | |||
Suggested Evaluation Methods | |||
Internal Assessment:
➢ Theory ● Class Participation: 5 ● Seminar/presentation/assignment/quiz/class test etc.: 10 ● Mid-Term Exam: 15 ➢ Practicum ● Class Participation: ● Seminar/Demonstration/Viva-voce/Lab records etc.: ● Mid-Term Exam: |
End Term Examination: 70 |
Part C-Learning Resources |
Recommended Books/e-resources/LMS:
1. Kotler, P. & Keller, K.: Marketing Management, 16th ed.; Pearson Publisher, New Delhi. 2. Ramaswamy, V.S. and Namakumari, S.: Marketing Management: Planning, Control; MacMillan Press, New Delhi. 3. Saxena, R.: Marketing Management, 6th ed.; Tata Mc. Graw Hill, New Delhi. |