Sathyabama Institute of Science and Technology BBA.LL.B - B.B.A.LL.B. (Honours) SBA1304 Marketing Management Syllabus

[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 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