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    Bba 3 Sem MM Syllabus

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    Gangadhar Mamadapur
    This document outlines the course details for a Marketing Management course offered at a university. The course is 50 hours over the semester and covers key marketing concepts like the marketing mix, branding, pricing strategies, distribution channels, and marketing communications. It is divided into 6 modules that will be taught over lectures, assignments, games and seminars. The objectives are to provide insights into major marketing decisions and help students design marketing strategies and plans.

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    Bba 3 Sem MM Syllabus

    Uploaded by

    Gangadhar Mamadapur
    200 views2 pages
    This document outlines the course details for a Marketing Management course offered at a university. The course is 50 hours over the semester and covers key marketing concepts like the marketing mix, branding, pricing strategies, distribution channels, and marketing communications. It is divided into 6 modules that will be taught over lectures, assignments, games and seminars. The objectives are to provide insights into major marketing decisions and help students design marketing strategies and plans.

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    BBA syllabus

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    Bba 3 Sem Mm Syllabus

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    This document outlines the course details for a Marketing Management course offered at a university. The course is 50 hours over the semester and covers key marketing concepts like the marketing mix, branding, pricing strategies, distribution channels, and marketing communications. It is divided into 6 modules that will be taught over lectures, assignments, games and seminars. The objectives are to provide insights into major marketing decisions and help students design marketing strategies and plans.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    200 views2 pages

    Bba 3 Sem MM Syllabus

    Uploaded by

    Gangadhar Mamadapur
    This document outlines the course details for a Marketing Management course offered at a university. The course is 50 hours over the semester and covers key marketing concepts like the marketing mix, branding, pricing strategies, distribution channels, and marketing communications. It is divided into 6 modules that will be taught over lectures, assignments, games and seminars. The objectives are to provide insights into major marketing decisions and help students design marketing strategies and plans.

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    Semester: III

    W.e.f. Academic year 2017-18 and onwards

    Subject Name: Marketing Management Total Hours: 50 hours

    Subject Code: BBA3018 Teaching Hours: 4 Hrs /Week

    External Marks: 70 Internal Marks: 30

    Learning Objectives:
    To provide inputs in major decision that marketing managers and top management face
    in their efforts to harmonize the objective and resource of the organization with the
    needs and opportunities in the market place.
    Learning Outcomes:
    Able to:
    1. Design Marketing Mix for product and services
    2. Understand the importance in business practice of being marketing oriented
    3. Able to design and close best media out of available media for communication to
    target customer.
    Pedagogy: Lectures, Assignments, Marketing games and Seminars
    Module 1: 10 Hours
    Product Decision:
    Product Related Strategies, Product and Product Mix, Product Line, New Product
    Development – Brief Idea, Branding – Brief Idea, Packaging and labelling. Product Life Cycle
    Concepts, Introduction Stage, Growth Stage, Maturity Stage/Saturation Decline, Marketing
    Strategies in all the Stages.

    Module 2: 07 Hours
    Branding Concepts:
    Brand Equity, Brand Life Cycle, brand Positioning & Repositioning Branding in specific
    sectors like Industrial, retail, and service, e-branding.

    Module 3: 08 Hours
    Pricing:
    Factors Affecting Pricing Decisions Selecting Pricing Objectives, Selecting Pricing Method:
    Cost Based and Competition Based, Pricing Strategies - New Product Pricing Strategies
    Product Mix Pricing, Price Adjustment Strategies, Initiating and Responding to Price
    Changes.

    Module 4: 07 Hours
    Distribution:
    Channels of Distribution Meaning and Types
    Wholesale Channel, Retail Channel and Direct Selling, Selling Through Agents, (2PL, 3PL)
    Functions of each Intermediaries.
    Channel Design Decisions: Channel Conflicts, Reasons and Remedies, VMS, HMS AND
    Multiple Marketing System.
    Introduction to Logistic Information System.

    Module 5: 04 Hours
    Marketing Communication:
    Concept of communication mix, communication objectives, steps in developing effective
    communication, stages in designing message,
    Advertising: Message content, Structure, Source, Advertising Budget, Measuring
    effectiveness of Ad. Hierarchy of effects in advertising.
    Promotion: Promotion mix, kinds of promotion, Tools and Techniques of sales promotion,
    Push pull strategies of promotion.

    Module 6: 04 Hours
    Marketing Communication:
    Personal selling: Concept, Features and functions, Steps involved in Personal Selling Publicity
    Public Relation: Meaning, Objective, Merits/Demerits.
    Direct Marketing: Meaning, Features, Functions, Merits/Demerits, Role of media in DM.

    Activity Based Learning 10 Hours


    1. Marketing Games and Cases.
    2. Seminar/Case study/Presentation.
    Suggested Books:
    1. Phillip, K., & Gary, A. (1991). Principles of marketing.
    2. Ramaswamy, V. S., & Namakumari, S. (2002). Marketing management: Planning,
    implementation & control: Global perspective Indian context. MacMillan.

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