| 18th February 2021 09:06 AM | |
| Arvind Kumar | Sathyabama Institute of Science and Technology BBA.LL.B - B.B.A.LL.B. (Honours) SBA1304 Marketing Management Syllabus Sathyabama Institute of Science and Technology BBA.LL.B - B.B.A.LL.B. (Honours) SBA1304 Marketing Management Syllabus Sathyabama Institute of Science and Technology School of Law SBA1304 MARKETING MANAGEMENT L T P Credit Total Marks 4 1 0 4 100 UNIT 1 – INTRODUCTION 12Hrs. Marketing – Definitions – Conceptual frame work – Marketing environment: Internal and External – Marketing interface with other functional areas – Production, Finance, Human Relations Management, Information System. Marketing in global environment – Prospects and Challenges. UNIT 2 – MARKETING STRATEGY & PROMOTION 16Hrs. Marketing strategy formulations – Key Drivers of Marketing Strategies – Strategies for Industrial Marketing – Consumer Marketing –– Services marketing – Competitor analysis – Analysis of consumer and industrial markets – Strategic Marketing Mix components. Promotion: Promotion – Advertising – Meaning – Process – Budgets and advertising agencies Ad Copy; Sales promotion activities – Personal selling – Direct Marketing – Online Marketing, UNIT 3 – MARKETING MIX DECISIONS 16Hrs. Product planning and development – Product life cycle – New product Development and Management – Market Segmentation – Targeting and Positioning – Channel Management –– Pricing Objectives, Policies and methods. UNIT 4 – BUYER BEHAVIOUR 16Hrs. Understanding industrial and individual buyer behavior – Influencing factors – Buyer Behaviour Models – Online buyer behaviour – Building and measuring customer satisfaction– Customer relationships management – Customer acquisition, Retaining, Defection. UNIT 5 – MARKETING RESEARCH & TRENDS IN MARKETING 15Hrs. Marketing Information System – Research Process – Concepts and applications: Product – Advertising – Promotion – Consumer Behavior – Retail research – Customer driven organizations – Cause related marketing – Ethics in marketing –Online marketing trends. Max. 75 Hours COURSE OUTCOMES: On the completion of the course the student will be able to CO1: This course enhances the students to get knowledge about the introduction and importance of marketing management. CO2: It promotes analytical skills in solving marketing related problems and Promotion methods. CO3: To communicate unique marketing mixes and selling propositions for specific products. CO4: It helps the students to understand about the behaviour of the buyer and customer management relationship. CO5: Students will understand the fundamental premise underlying market driven strategies. CO6: This Course will equip the students with the required Professional Skills. TEXT / REFERENCE BOOKS 1. Philip Kortler and Kevin Lane Keller, Marketing Management, PHI 14th Edition, 2012. 2. KS Chandrasekar, “Marketing management-Text and Cases”, Tata McGrawHill-Vijaynicole,Firstedition,2010. 3. Paul Baines, Chris Fill and Kelly Page, Marketing, Oxford University Press, 2nd Edition,2011. 4. Micheal R.Czinkota & Masaaki Kotabe, Marketing Management, Vikas Thomson Learning, 2000. 5. Duglas,J.Darymple, Marketing Management, John Wiley & Sons, 2008. END SEMESTER EXAMINATION QUESTION PAPER PATTERN Max. Marks:100 Exam Duration: 3 Hrs. PART A: 6 Questions to be answered out of 8 questions and each question carries 5 Marks 30 Marks PART B: 4 questions to be answered out of 8 questions (Internal Choice) and each question carries 10 Marks 40 Marks PART C: 2 Questions to be answered out of 4 questions and each carries 15 marks 30 Marks |
