BBA – VI (Hons.)
Course Number :BA (H) – 532
Credit Hours : 03


The objective of this course is to give students a detailed and advanced overview of Marketing, as the basic concepts have already been discussed in the ‘Principles of Marketing’ course. As the title ‘Marketing Management’ suggest that Marketing cannot be separated from Management. To be a successful marketer , knowledge of handling strategic and tactical management issues is necessary. This course is intended to emphasize on the application of marketing concepts and tools along with the decision making process. Here the students will learn how to analyze and measure total market demand and winning customers through market oriented strategic planning, keeping in mind the competitors moves. Major decisions about product, branding, price, channel systems and productions will be emphasized.

Course Contents

  1. Marketing : An Overview
  2. 1.1 Importance and Scope of Marketing
    1.2 Understanding Marketing Management
    1.3 Social Responsibility of Marketing
    1.4 Company Orientations Toward the Market Place

  3. Building Customer Satisfaction, Value and Retention
  4. 2.1 Attracting and Retaining Customers
    2.2 Delivering Customer Value and Satisfaction
    2.3 Company Profitability and total Quality Management

  5. Winning Markets Through Market Oriented Strategic Planning
  6. 3.1 Corporate and Division Strategic Planning
    3.2 Establishing Strategic Business Units
    3.3 Analysing Business Portfolio

  7. Gathering Information and Measuring Market Demand
  8. 4.1 Internal Records System
    4.2 Marketing Intelligence, Research and Decision Support System
    4.3 Forecasting and Demand Management

  9. Scanning the Marketing Environment
  10. 5.1 Analysing Micro and Macro Environment Factors
    5.2 SWOT Analysis

  11. Buyer Behavior Analysis
  12. 6.1 Factors Affecting Buying Behavior
    6.2 Buying Decision Process
    6.3 Buying Objectives and Structures of Organizational Markets

  13. Dealing with the Competition
  14. 7.1 Identifying and Analysing Competitors
    7.2 Designing Competitive Intelligence System
    7.3 Competitive Strategies

  15. Segmenting, Targeting and Positioning Strategies
  16. 8.1 Levels and Patterns of Market Segmentation
    8.2 Market Targeting
    8.3 Developing and Communicating a Positioning Strategy

  17. Product, Branding and Services Strategy
  18. 9.1 Product Mix and Product Line Decisions
    9.2 Brand Decisions
    9.3 Marketing Strategies for Service Firms

  19. Developing Price Strategies and Policies

    10.1 Selecting Pricing Objectives
    10.2 Analysing Competitors Costs, Prices and Offers
    10.3 Selecting Pricing Method
    10.4 Product Mix Pricing
    10.5 Promotional and Discriminatory Pricing

  20. Marketing Channel Systems
  21. 11.1 Channel Functions and Flows
    11.2 Channel Design and Management Decisions
    11.3 Retailing and Wholesaling

  22. Managing Integrated Marketing Communications

    12.1 The Communication Process
    12.2 Determine Communication Objectives
    12.3 Select the Communication Channels
    12.4 Establishing the Total Marketing Communications Budget
    12.5 Factors in Setting the Marketing Communications Mix

Recommended Books

  1. Kotler Philip, Marketing Management, Prentice Hall, 2006.
  2. Sheth Jegdesh and Garett Dennis E., Marketing Management: A Comprehensive Reader, South Western Publishing, 2003.