BBA – 1V (Hons.)
Course Number :BA (H) – 462
Credit Hours : 03


Marketing is all around us and we all need to understand its importance. The study of marketing is essential not only for manufacturing companies, wholesalers, retailers but also for all kinds of individuals and organizations. This course will emphasize on learning the basic marketing concepts which revolve around ‘Building and managing profitable customer relationships’. Here we will learn how to analyze consumer needs and wants and to design products for them keeping in mind the major marketing decisions i.e. about product features, price, distribution and promotional strategies. The need to segment markets and building strongly positioned brands will be discussed. Moreover because of technological advancements the importance of marketing in a global scenario will also be discussed.

Course Contents

  1. Marketing : Managing Profitable Customer Relationships
  2. 1.1 Concept of Marketing
    1.2 Marketing Management Philosophies

  3. Company and Marketing Strategy
  4. 2.1 Strategic Planning
    2.2 Marketing Process

  5. The Marketing Environment
  6. 3.1 Micro Environment
    3.2 Macro Environment

  7. Managing Marketing Information
  8. 4.1 Assessing Marketing Information Needs
    4.2 Developing Marketing Information

  9. Consumer Markets and Consumer Buying Behavior
  10. 5.1 Characteristics Affecting Consumer Behavior
    5.2 Types of Buying – Decision Behavior
    5.3 Buyer Decision Process

  11. Business Markets and Business Buyer Behavior
  12. 6.1 Characteristics of Business Markets
    6.2 Types of Buying Situations
    6.3 Participants in the Business Buying Process

  13. Market Segmentation, Target Marketing and Positioning for Competitive Advantage
  14. 7.1 Segmenting Consumer, Business and International Markets
    7.2 Evaluating Market Segments
    7.3 Selecting Target Market Segments
    7.4 Choosing, Communicating and Delivering Positioning Strategies

  15. Product, Services and Branding Strategies
  16. 8.1 Product and Service Decisions
    8.2 Branding Strategies
    8.3 Services Marketing

  17. New Product Development and Product Life Cycle Strategies
  18. 9.1 Steps for Developing a New Product
    9.2 Stages and Strategies of Product Life Cycle

  19. Pricing Considerations, Approaches and Strategies
  20. 10.1 Factors to Consider When Setting Price
    10.2 General Approaches to Pricing
    10.3 New Product Pricing Strategies
    10.4 Product Mix Pricing Strategies
    10.5 Price Adjustment Strategies

  21. Designing Marketing Channels
  22. 11.1 Nature and Importance of Marketing Channels
    11.2 Channel Design and Management Decisions
    11.3 Retailing
    11.4 Wholesaling
    11.5 Transportation

  23. Integrated Marketing Communication

    12.1 Marketing Communication Mix
    12.2 Steps in Developing Effective Communication
    12.3 Setting Total Promotion Budget and Mix

Recommended Books

  1. Kotler Philip and Armstrong Gary, Principles of Marketing, McGraw Hill Inc. 2006.
  2. Stanton Etzel and Walker, Fundamental of Marketing, Prentice Hall Inc. 2002.
  3. Mc Carthy, Basic Marketing, McGraw Hill, N.Y., 2001.