Veer Narmad South Gujarat University
Bachelor of Business Administartion Semester-3
DSCC-5 Marketing Management (Major)
Course Type Major
Course Title Marketing Management
Credits 4
Teaching Hrs. per Week 4 Hours
Review / Revision June, 2024
Minimum weeks / 15 (Lectures, Guest Lectures, Case Study, Presentations, Group
Semester Assignments)
Medium of Instruction English
The course intends to create a basic understanding of marketing as a
Purpose of Course
core business activity
• To familiarize students with the marketing function in
organizations. It shall equip the students with understanding of the
Marketing Mix elements.
Course Objective
• To sensitize regarding certain emerging issues in marketing. The
course shall use and focus on Indian experiences, approaches, and
cases.
The base of any business would be to understand the market and this
Course Outcome course would create the awareness of marketing and consumer
orientation in business amongst the students.
Course Content
Unit 1: Introduction to Marketing (25%)
• Nature, Scope, and Importance of Marketing, Difference between Marketing and Selling,
• Evolution of Marketing; Core marketing concepts; Company orientation - Production
concept, Product concept, Selling concept, Marketing concept, Holistic marketing concept.
• Marketing Environment: Demographic, Economic, Political, Legal, Socio cultural,
Technological environment (Indian context)
• Segmentation, Levels of Market Segmentation, Basis for Segmenting Consumer Markets
• Targeting and Positioning Variables
Unit 2: Buying Behaviour (20%)
• Consumer Buying Behaviour: Meaning, Factors affecting consumer behaviour, buying
behaviour process (five steps).
• Industrial Buying Behaviour: Meaning, Difference between Consumer markets Vs.
Industrial market, Buying behaviour process (eight steps)
Unit 3: Marketing Mix (35%)
• Product Decisions: Definition, Product Line Decision, Product Mix Decision, Concept
of Product Life Cycle (PLC), PLC marketing strategies, Packaging & Labelling -
Functions
• Pricing Decisions: Determinants of Price, Pricing Methods (Non-mathematical
treatment), Discriminatory pricing, Purpose of Pricing
• Promotion Mix: Detailed explanation of Promotional Mix Tools, Developing effective
communication (Only list of eight Steps).
• Place (Marketing Channels): Channel functions, Channel Levels, Marketing Logistics
Decisions.
Unit 4: Introduction to Digital Marketing (20%)
• Evolution of Digital Marketing from traditional to modern era
• Emergence of digital marketing as a tool
• Digital marketing strategy- SEO, PPC, Content Marketing, Social Media Marketing & E-
mail marketing, P.O.E.M. framework
• Digital landscape
• Digital marketing plan
• Digital marketing models
• Introduction to social media marketing, penetration & characteristics
Suggested Readings:
1. Kotler, P. & Keller, K. L., Marketing Management, Pearson.
2. Kotler, P., Armstrong, G., Agnihotri, P. Y., Principles of Marketing: A South Asian
Perspective, Pearson.
3. Ramaswamy, V.S. & Namakumari, S., Marketing Management, Global
Perspective-Indian Context, Macmillan Publishers India Limited.
4. Zikmund, W.G. & D’ Amico, M., Marketing Management, Ohio South-Western College
Publishing.
5. Seema Gupta, Digital Marketing, McGraw Hill, 1 Edition -2017
st
6. Ian Dodson, The Art of Digital Marketing, Wiley India, Latest Edition
7. Puneet Singh Bhatia, Fundamentals of Digital Marketing, Pearson 1 Edition -2017
st
8. Vandana Ahuja, Digital Marketing Oxford University, Press Latest Edition
9. Philip Kotler, Marketing 4.0, Moving from Traditional to Digital, Wiley2017
10. Melissa S. Barker, Donald I. Barker, Nicholas F. Bormann, Debra Zahay, Mary Lou
Roberts, Social Media Marketing, A Strategic Approach, Cengage, Latest Edition
11. Online resource for Digital Marketing: SWAYAM
