Course Name: Marketing Management Course Code: BBA102-1
Total number of hours: 45 Hrs Credit: 3
Course Description:
The markets today are very dynamic and evolving every day and impacts the competition and
consumers. The course Marketing Management should match the changing dynamics of the
market. The course is a stimulating subject as it involves practical applications relevant in real-
time. In the present dynamic environment, the traditional rules of marketing are no longer
sufficient to influence the decisions of modern consumers.
On this note, the course is designed to explore the shift and offer students a comprehensive
understanding of marketing concepts, strategies, and processes. Students in addition to the
traditional concepts of marketing will learn on the trends and practices shaping the global
marketplace. Students will analyse marketing strategies, develop strategies and engage with
diverse market conditions through case discussions and interactive sessions in the class.
Course Objectives: This course intends to empower students
To apply fundamental concepts of marketing and its applications to different markets.
To analyse the elements of marketing mix and strategies.
To interpret the influence of consumers buying behaviour on marketing strategies.
To Critically evaluate existing marketing strategies and tactics.
To develop insights on social responsibility and ethical marketing for sustainable
marketing practices.
Course Learning Outcomes: On having completed this course student should be able to:
CLO1: Apply fundamental concepts of marketing and their application to different
markets.
CLO2: Analyse the elements and strategies of the marketing mix.
CLO:3 Examine consumers buying behaviour and its influence over marketing strategies.
CLO4: Critically evaluate existing marketing strategies and tactics.
CLO5: Develop insights on social responsibility and ethics marketing practices to bring
out sustainable marketing strategies.
Pedagogy: This course uses multiple pedagogies like case study discussions, interactive lecture,
presentations, review of research articles, in class group exercises and activities.
Unit I Marketing Fundamentals 12 Hrs
Level of knowledge: Conceptual
Meaning and Definition of Marketing; Scope of marketing - What Is Marketing? What Is
Marketed Who Markets, Evolution of marketing - The Product Concept, The Selling Concept,
The Marketing Concept, The Holistic Marketing Concept; Core marketing concepts - Needs,
Wants, and Demands, Global Market Environment
Consumer Behaviour: Factors affecting consumer Behaviour, Types of Buying Decision
Behaviour, The Buyer Decision Process, The Business Buyer Decision Process, Consumer
Behaviour Model, Segmentation, targeting and positioning for competitive advantage. Role of
Globalisation on consumption, Influence of AR, AI, VR on consumer decisions and recent trends.
Unit II Decisions related to Market offering 15 Hrs
Level of knowledge: Conceptual
Product: Setting Product Strategy: Product Classification, Product Levels, Product and Services
Differentiation, New product development stages, categories of new product, reasons for
launching new products and its failure. Diffusion of innovation.
Product life cycle strategies and its extension, Ansoff’s Matrix, meaning of services, unique
characteristics of services, 7Ps of service marketing, Service delivery process. AI assisted Co-
Creation of Product
Pricing: Types of pricing, Pricing strategies: New product pricing strategies, Product mix pricing
strategies, Price adjustment strategies, Price changes.
Unit III Distribution Strategy 8 Hrs
Level of knowledge: Conceptual
Marketing channels, structure, types and criteria of selecting a channel, wholesaling, retailing,
and physical distribution, Channel Management (Channel design and Channel Conflict)
Emerging channel options- Omnichannel, Drop shipping, Subscription based distribution, Dark
stores, Micro-fulfilment centres, Block chain and Autonomous Delivery systems.
Unit IV Promotion (Service Learning) 5 Hrs
Level of knowledge: Application
Advertising, Sales Promotion, Personal Selling and Sales Management. Public and Customer
relations, direct and online marketing. Other promotional strategies Significance of Integrated
Marketing communication, AI and promotion (Discussion in classroom)
Unit V Competitive Dynamics and Socially Responsible Marketing 5 Hrs
Level of knowledge: Conceptual
Competitive Dynamics: Competitive Strategies for Market, Other Competitive Strategies –
Market Challenger Strategies Market Follower Strategies, Market Nicher Strategies.
Sustainable Marketing, Social Criticisms of Marketing, Marketing’s Impact on Individual, on
Society as a Whole, and on Other Businesses, Actions to Promote Sustainable Marketing,
importance of Ethics in Marketing Practice.
Core Text:
1. Kotler.P, &Keller.K.L., Koshy & Jha (2020). Marketing Management, 20th edition,
Pearson.
Reference Books:
1. Marshall & Johnston, Marketing Management, McGraw Hill
2. Kotler & Armstrong, 15th ed., Principles of Marketing Management, Pearson publication
3. Chernev & Kotler, 5th ed., Strategic Marketing Management, Brightstar Media
4. Stanton, Etzel, Walker, Fundamentals of Marketing, Tata-McGraw Hill, New Delhi.
5. Saxena, Rajan, Marketing Management, Tata-McGraw Hill, New Delhi.
6. Basic Marketing: A managerial approach. Irwin, New York. McCarthy, E.J., (2016).
Assessment Details. CIA (70%) & ESE (30%)
Component Description Maximum Weightage Total Marks in Final
Marks Grade
CIA1 Assignment 1 20 100% 20
CIA2 Mid Semester 50 50% 25
Examination
CIA3 Assignment 2 20 100% 20
ESE End Semester 50 60 % 30
Examination
Attendance Attendance 5 100% 5
Total 100
