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4th Semester Integrated BBA LL.B (Hons) - Marketing Management - Notes, Question Papers and Syllabus

November 20, 2025 ,

 

Marketing Management

Course Objectives

  1. To acquaint the students with the marketing principles and practices.

  2. To understand the process of marketing in a business firm.

Module I

Marketing – Nature And Scope Of Marketing – Marketing Concepts: Traditional And Modern – Selling And Marketing – Marketing Mix – Marketing Environment – Service Marketing – Characteristics Of Services.

Module II

Consumer Behavior And Market Segmentation – Nature – Scope – Significance Of Consumer Behavior – Market Segmentation: Concept And Importance – Bases For Market Segmentation.

Module III

Product

Concept Of Product – Consumer And Industrial Goods – Product Planning And Development – Packaging: Role And Functions – Branding: Brand Name And Trademark – Product Life Cycle – After Sales Service.

Price

Importance Of Price In Marketing Mix – Factors Affecting Price – Discounts And Rebates – Pricing Strategies.

Promotion

Promotion Mix – Methods Of Promotion – Advertising – Personal Selling – Selling As A Career – Functions Of A Salesman – Characteristics Of A Good Salesman – Approach And Presentation To A Customer – Handling Objections – Closing Sale – Follow-Up – Publicity And Public Relations.

Distribution

Physical Distribution – Channels Of Distribution: Concept And Role – Types Of Channels – Factors Affecting Choice Of Channel – Physical Distribution Of Goods – Transportation: Modes – Retail Formats: Supermarkets, Hypermarkets, Chain Stores, Department Stores, Discount Stores, Margin-Free Markets, Electronic Retailing.

Module IV

Advertising – Functions Of Advertising – Advertising Media – Types Of Media – Relative Merits And Demerits – Characteristics Of Effective Advertisement – Measuring Media Effectiveness – Media Planning And Scheduling – Legal And Ethical Aspects Of Advertising.

Module V

Sales Promotion – Meaning – Nature – Functions – Limitations – Sales Promotion Schemes: Samples, Coupons, Price Off, Premium Plans, Consumer Contests And Sweepstakes, POP Displays, Demonstrations, Trade Fairs And Exhibitions – Sales Promotion Techniques And Sales Force.

Books

  1. Philip Kotler – Marketing Management, Prentice Hall, New Jersey

  2. Condiff E.W. & Still R.R. – Basic Marketing Concepts, Decisions And Strategy, Prentice Hall Of India, New Delhi

  3. Stanton W.J., Etzel Michael J. & Walter Bruce J. – Fundamentals Of Marketing, McGraw Hill, New York

  4. Rossiter John R. & Percy Larry – Advertising And Promotion Management, McGraw Hill, New York

  5. Aaker David & Myers John G. – Advertising