BBA-204 Marketing Management

Unit 1 (book)
Marketing: Definition, Nature & Scope
Importance of Marketing
Marketing Management
Core Concept of Marketing
Selling, Production, Modern Marketing Concept
Societal Marketing
Understanding Consumer Behaviour
Purchase Decision Process

Unit 2 (book)
Segmentation: Concept, Basis of Segmentation
Importance of Segmentation in Marketing
Targeting: Concepts, Types and Importance
Positioning: Concept & Importance
Brand Positioning
Repositioning

Unit 3 (book)
Marketing Mix
Product Mix
New Product Developments
Levels, Types, Life Cycle of Product
Branding and Packaging
Distribution: Concept and Importance
Different Types of Distribution Channels

Unit 4 (book)
Price: Meaning and Objectives
Factors Influencing Pricing
Methods of Pricing
Promotion: Promotional Mix & Tools of Promotional Mix
Objectives of Market Promotion
Media Selection and Management

Unit 5 (book)
Marketing Research: Meaning and Importance
Marketing Research: Process and Scope
Marketing Information System: Meaning, Importance and Scope
Green Marketing
Digital Marketing
Service Marketing