Marketing Management L T P C

Subject Code
Total Contact Hours : 56
BAT 154 4 0 0 4
BBA –II
Marks
Internal: 40 External: 60
Course Objective
The objective is to develop an understanding of the basic concepts of Marketing, its functions and
its relevance for Manager.
Unit Course Outcome
To understand the scope of Marketing, Marketing Mix, Marketing Environment, Market
1.
Segmentation, Targeting and Positioning.
To understand the Product and Pricing Decisions, New Product Development Process,
3.
Pricing Process, Policies and Strategies.
To understand the Promotion and Distribution Decisions, Channel Design, Selection
5.
and Management of Intermediaries.
Content of the Syllabus

Unit-I
Introduction to Marketing: Meaning and Scope of Marketing;Difference between marketing and selling,
Concept of Marketing Mix; Understanding Marketing Environment; Demand Forecasting; Market
Segmentation, Targeting and Positioning.

Unit II
Product and Pricing Decisions: Product Concept; Types of Products; Brand Management; Product Life
Cycle, New Product Development Process; Pricing Decisions: Determinants of Price; Pricing Process,
Policies and Strategies.

Unit III
Promotion and Distribution Decisions: Communication Process; Promotion Tools-Advertising, Personal
Selling, Publicity and Sales Promotion; Distribution Channel Decisions-Types and Functions of
Intermediaries.

Text Books:
1. Kotler,P., Keller, K.L. Koshy, A. and Jha, M., Marketing Management: A South Asian Perspective,
Pearson Education, New Delhi.
2. Etzel, M., Walker, B., Stanton, W. and Pandit, A., Marketing Management, Tata McGrawHill, New
Delhi.

Reference Books:
1. Ramaswamy, V.S and Namakumari, S., Marketing Management: Global Perspective Indian Context,
Macmillan Publishers India Ltd., New Delhi.
2. Saxena, Rajan, Marketing Management, Fourth Edition, Tata McGraw Hill Education Pvt. Ltd. New
Delhi.

Management Marketing Management

a b c d e f g h i j K
Program Outcome
 outcome
Project/
BS FS PD PC PE OE
Category Training
√
Approval Date of meeting of the Board of Studies

NOTE FOR THE PAPER SETTER

The syllabus has been divided into three units. Paper setter will set 3 questions from each unit
and 1 compulsory question spread over the whole syllabus consisting of 5 short answer
questions. Compulsory question will be placed at number one. Candidate shall be required to
attempt 6 questions in all including compulsory question and selecting not more than 2 questions
from each unit. All questions carry equal marks.