Marketing Management

Babasaheb Bhimrao Ambedkar University · LL.B. Semester 4 · BBM-405

Unit I

Introduction to Marketing · i. Meaning, Nature and Scope of Marketing, Marketing Philosophies, Marketing Management Process, Concept of Marketing Mix, · ii. Market Analysis: Understanding Marketing Environment, Consumer and Organization Buyer Behavior, Market Measurement; Market Segmentation, Targeting and Positioning.

Unit II

Product Planning and Pricing · i. Product Concept; Types of Products; Major Product Decisions; Product Life Cycle, New Product Development Process; · ii. Pricing Decisions; Determinants of Price; Pricing Process, Policies and Strategies.

Unit III

Promotion and Distribution decisions · i. Communication Process; Promotion Tools-Advertising, Personal Selling, Publicity and Sales Promotion; · ii. Distribution Channel Decisions-Types and Functions of Intermediaries, Selection and Management of Intermediaries.

Unit IV

Marketing Organization and Control · i. Concept of marketing planning and control, Emerging Trends and Issues in Marketing - Consumerism, · ii. Rural Marketing, · iii. Social Marketing; · iv. Direct and Online Marketing, · v. Green Marketing.