Chaudhary Charan Singh University (C.C.S.U)
BBA2002 Marketing Management
| Unit 1 (book) | |
|---|---|
| Nature, Scope, and Importance of Marketing | |
| Evolution of Marketing | |
| Core Marketing Concepts | |
| Production concept | |
| Product concept | |
| Selling concept, Marketing concept | |
| Holistic Marketing concept | |
| Marketing Environment (Indian Context) : Demographic, Economic, Political, Legal, Socio-cultural, Technological environment | |
| Market and Competition Analysis | |
| Creating and delivering customer value | |
| Types of marketing: B2C, B2G, B2B, and C2C |
| Unit 2 (book) | |
|---|---|
| Concept of Segmentation, Targeting, and Positioning | |
| Levels of Market Segmentation | |
| Basis for Segmenting Consumer Markets | |
| The Rise of Consumer Democracy | |
| Stimulus Response Model of Consumer Behavior | |
| Buyer’s Characteristics (Cultural, Social, Personal and Psychological) | |
| Consumer Buying Decision Process | |
| Consumer Buying Decision Process | |
| Business Customer’s Buying Decision Process | |
| Traditional vs. Experiential Marketing's view of the Customer |
| Unit 3 (book) | |
|---|---|
| Product Classification, Line Decisions, and Mix Decisions | |
| Concept of Product Life Cycle (PLC) and Marketing Strategies | |
| Branding, Packaging, and Labeling decisions | |
| Introduction to Brand Management and New Product Development | |
| Boston Consulting Group (BCG) Matrix | |
| Pricing and Promotion : Determinants of Price and Pricing Methods (non-mathematical) | |
| Adapting Price | |
| Factors determining the Promotion Mix | |
| Promotional Tools: Advertisement, Sales Promotion, Public Relations/Publicity, and Personal Selling | |
| Marketing Channel Functions and Levels | |
| Types of Intermediaries: Wholesalers and Retailers | |
| Introduction to Retail Management |
| Unit 4 (book) | |
|---|---|
| Marketing of Services: Unique Characteristics of Services | |
| Marketing Strategies For Service Firms – 7ps | |
| E-commerce and Digital Marketing | |
| Ethics and Social Responsibility in Marketing | |
| Integrated marketing and Online Payments | |
| Niche Marketing Areas : Rural Marketing, Social Marketing, Green Marketing (Introductory aspects) |