Christ University

Bangalore – 29
Department of Management Studies
Bachelor of Business Administration (BBA)
Semester 4
Subject: MARKETING MANAGEMENT
Subject code: Mgmt 2500
Name of the Instructors: Ms. Sunita Kumar
Department of Management Studies

Objective
The course objective is to give you a broad knowledge of marketing, and how this
knowledge gained would be used in planning, coordinating and principles of marketing
executing all the necessary activities in the exchange process. This will be achieved
through:
• Introducing you to the principles and concepts of marketing.
• Examining the environmental factors that shape an organisation’s activities.
• Explaining how to develop a marketing mix that will achieve goals in the target
markets.
• Explaining how to determine the base price of a product. Explaining the role of
research

Overall, this course is intended to:

• develop your skills in marketing analysis, research, and strategy

• familiarize you with the central decision variables of marketing (sometimes called
"the 4 P's"):
o Product (e.g., What features do customers care most about? Should we
sell the same product to women and men, or have two different designs?)
o Price (e.g., How much should we charge? Should we offer quantity
discounts?)
o Promotion (e.g., How should we advertise our product? Which features
should we emphasize? What is the best way to make customers aware of
our product? What image do we want to project?)
o Place (e.g., Where should we sell this product - to wholesalers, to
retailers, or directly to customers?

WEEK TOPIC METHODOLOGY /

ACTIVITY
Week 1 Module 1: Introduction to Marketing and Lecture/ discussion
marketing process Concept learning
What is Marketing? Origin, scope and functions of through activities
marketing. Core marketing concepts. Difference
between selling &marketing.
Company orientation towards market place
Evolving views of marketing Significance of CRM
 Determinants of customer delivered values
Significance of CRM

Wk 2 Module 2:Marketing Mix/Environment

Marketing-oriented strategic planning and marketing Lecture/ discussion
process
Macro environmental forces Some real business
Model & types of buying behavior world case study
Influences on buying behavior
Wk 3 Discussion
Consumer buying process
4 P’s of marketing
Difference between consumer & industrial market
Participants in the buying process
Defense & attack strategies in competition

Wk 4 Module 3:Segmentation Concept learning

Steps in STP through case analysis
Basic market preference patterns Lecture/ discussion
Segmentation procedure
Criteria of effective segmentation
Bases of segmenting
Patterns of target market selection
Targeting, positioning, Procedure, requirements,
product differentiation

Wk 5 5 product levels Lecture/ discussion

Classification of consumer goods
Product mix, product line, branding
Packaging, labeling
Rural marketing
Wk 6 Module 3:New product development: Lecture/ discussion
Why do new products fail
Successful new products
Stages of new product development-idea generation,
screening, concept development

Wk 7 Market analysis, business analysis, product Case study analysis

development
Test marketing methods,
Commercialization
Wk 8 Product life cycle &its strategies-introductory, growth Management Skit
stages Theatre
Maturity, decline stages
Extended PLC, fad PLC-examples
Mid-Semester Exam
Wk 10
Wk 9 Module 4:Distribution channels Lecture/ discussion
Types, criteria for selecting a channel
Functions of a channel
Channel management decisions
 Causes & remedies of channel conflict

Wk 11 Module 5: Pricing Presentations

Objectives
Setting pricing policy
Pricing methods-
Pricing methods-promotional

Wk 12 Module 6:Promotion Lecture/ discussion

Role, setting advertising
Setting advertising objectives

Wk 13 Deciding on ad message Lecture/ discussion

Types of advertisements
Deciding on ad message

Wk 14 Types of advertising budget Lecture/ discussion

Characteristics of a good advertisement
Advertising stages
Ethics in advertisement
Wk 15 Module7:Marketing&Society Lecture/ discussion
Social responsibility
Ethical issues in marketing
Global marketing programs
Several concepts of global marketing

Assessment criteria:1) Assignment-10 marks

2) Case study-10 marks
3) Activity/online quiz-10 marks
4) Mid-Sem Examination-25 marks
5) Presentation-10 marks
6) class participation-5 marks
6) End semester examination-25 marks
Assignments # 1 case study date of submission 16 th Nov. all of you need to upload it
on Moodle by 16th Nov. The link will be closed by Midnight
Assignments # 2 Changes in the marketing environment mean that marketers must meet
new consumer needs that may be different from those of the past. Mattel's Barbie doll, one of
the best selling toys of all time, has evolved during the last 40 years. Visit Mattel's Barbie
web site and read about the changes that have taken place with Barbie in the years since she
was introduced.
1. Select a product which was basically unknown or underutilized by consumers 25 years ago.
2. Identify environmental forces that enabled the introduction and development of this
product.
3. How has this product changed our culture?
4. Discuss a gender sensitive product that has evolved over time from being a typical male
purchase to also being purchased by females or vice versa. Examples may include, but are
not limited to, financial service products and automobiles. Support all answers with your
research sources. Be sure to cite your sources.
Date of submission 2nd Dec. upload it by midnight

Assignments: 3 Online quiz

Assignments # 4 in the form of presentation or submission, we will discuss in the

class.
Set a price for a new to the world consumer (this means a product that is not on the market)
product. Identify a new product you think could be successful on the market and set an
introductory price for it. Use the following questions to structure your written analysis.
a. What is the product name? Describe the product. 2 pts.
b. Explain how you are segmenting the market. 5 pts. Why did you choose this method of
customer segmentation? Please be specific. 2 pts.
c. Who is the target market? Be specific—use demographics, psychographics (lifestyle), etc
to identify your customer—It is important to identify the characteristics of your target
market--whatever is appropriate. (Most marketers are able to specifically describe their
target customer, for example: a 35 - 45 year old white collar male who lives in the metro
with a wife and 1 child and makes 12 lakh per year) 10 pts.
d. What are your products‘benefits to the target market? 2 pts.
e. At what price will your product be introduced? Why? 2 pts.
f. What pricing strategy are you using? Why? 4 pts.
g. What objectives will be accomplished by using this strategy? Be specific. 5 pts.
h. Why is the product worth this price? 2 pts.
I. Identify and explain what prices you should charge at each stage of the PLC? 6 pts.

Your paper should be a minimum of 4 pages in length single spaced six pages double spaced.
Please upload the assignment on moodle

Recommended Book: Philip Kotler& Gary Armstrong “Principles of Marketing”,

Pearson Education

Suggested Reading: Philip Kotler& Gary Armstrong “Principles of Marketing”, Pearson

Education