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Principles of Marketing Management Overview

The document outlines the syllabus for a course on Principles of Marketing Management, covering fundamental concepts, marketing plans, marketing mix, buyer behavior, and digital marketing. It includes topics such as market segmentation, product development, pricing strategies, and the differences between traditional and digital marketing. The course aims to provide a comprehensive understanding of marketing principles and their application in various contexts.

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aditi262700
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79 views1 page

Principles of Marketing Management Overview

The document outlines the syllabus for a course on Principles of Marketing Management, covering fundamental concepts, marketing plans, marketing mix, buyer behavior, and digital marketing. It includes topics such as market segmentation, product development, pricing strategies, and the differences between traditional and digital marketing. The course aims to provide a comprehensive understanding of marketing principles and their application in various contexts.

Uploaded by

aditi262700
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Principles of Marketing Management

SUBJECT CODE: BBA621A

CREDITS: 4

Unit 1: Fundamentals of Marketing Management

Meaning & Definition of marketing -Role of Marketing -Relationship of Marketing with other
functional areas -Market Concepts -Product concept -Selling concept -Marketing concept -Societal
marketing concept -Approaches to marketing management -Functions of marketing -Scope of
marketing: goods, services, events, organizations, etc. -Emerging trends in marketing.

Unit 2: Marketing Plan

Marketing Environment: Concept -Macro-environmental forces -The changing marketing


environment -Analyzing needs and trends in Macro-Environment: Economic Environment, Technical
Environment, Political, Environment and Socio-cultural Environment. Introduction to The Marketing
Plan –Definition –Nature –Objectives -Structure of The Marketing Plan -The Process of marketing
plan -Critical elements of external and internal analysis of Marketing Plan -Implementation of
Marketing Plan.

Unit 3: Marketing Mix

Introduction to marketing mix -Marketing mix implementation: short term and long term tactics –
Product: meaning, elements, product mix -Product mix strategies -Product line -Product lifecycle
Product planning -New product development -Failure of new product -Product branding -Branding
strategy and packaging –Pricing: Objectives -Factors influencing pricing policy -Methods of pricing -
Pricing strategy. Physical Distribution: Meaning -Factors affecting channel selection -Types of
marketing channels –Promotion: Meaning and significance of promotion – Personal selling &
advertising (meaning only).

Unit 4: Buyer behavior

Market Segmentation: Levels and patterns of market segmentation -Bases for segmenting markets -
Market segmentation - Targeting - Product Positioning - Types and bases of positioning - Product
Differentiation -Meaning of consumer, customer, consumer behaviour and buying motives -Factors
influencing buyer

behavior -Factors that influence consumer purchasing decisions -Buying process -Stages of the
consumer buying behavior -Business to Business (B2B) buying process -Key factors influencing B2B
purchasing decisions -Differences between Consumer goods and Industrial goods

Unit 5: Digital Marketing

Introduction to Digital Marketing –Concept of Digital Marketing -Difference between traditional


marketing and digital marketing -Trends and scenarios of the industry -Planning and Creating a
Website -Search Engine Optimization (SEO), Search Engine Marketing (SEM), of Social Media
Marketing, Blogging, Content Strategy, Email Marketing.

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