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    Bba 3 Sem MM Syllabus

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    Gangadhar
    The document outlines a marketing management course covering 6 modules across 50 hours including product decisions, branding concepts, pricing, distribution, and marketing communication. The course aims to provide skills in designing marketing mix, understanding business practice, and designing effective media communication. Students will learn through lectures, assignments, marketing games, seminars, and activity-based learning including cases and presentations.

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    Bba 3 Sem MM Syllabus

    Uploaded by

    Gangadhar
    124 views2 pages
    The document outlines a marketing management course covering 6 modules across 50 hours including product decisions, branding concepts, pricing, distribution, and marketing communication. The course aims to provide skills in designing marketing mix, understanding business practice, and designing effective media communication. Students will learn through lectures, assignments, marketing games, seminars, and activity-based learning including cases and presentations.

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    Marketing Management syllabus

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    Bba 3 Sem Mm Syllabus

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    The document outlines a marketing management course covering 6 modules across 50 hours including product decisions, branding concepts, pricing, distribution, and marketing communication. The course aims to provide skills in designing marketing mix, understanding business practice, and designing effective media communication. Students will learn through lectures, assignments, marketing games, seminars, and activity-based learning including cases and presentations.

    Copyright:

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

    Bba 3 Sem MM Syllabus

    Uploaded by

    Gangadhar
    The document outlines a marketing management course covering 6 modules across 50 hours including product decisions, branding concepts, pricing, distribution, and marketing communication. The course aims to provide skills in designing marketing mix, understanding business practice, and designing effective media communication. Students will learn through lectures, assignments, marketing games, seminars, and activity-based learning including cases and presentations.

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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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