Syllabus

BBA (ISM)

Marketing Management – Semester V

Prof. Snehal Makawana

Unit 1

Marketing Overview

Definition of market, marketing and marketing management 

Core concept  of marketing

Company orientation towards market place 

Marketing mix, Marketing organization 

Unit 2

Buyer behavior

Introduction 

Model of consumer behavior 

Buying decision making process

Factors influencing buyer behavior

Types of buying decision 

Unit 3

Marketing segmentation, targeting and positioning and product 

Introduction ``````````

Bases of market segmentation

 Concept of market segmentation

Concept of market targeting and positioning 

Product: meaning and definition 

Classification of product

Product life cycle and its strategies 

New product development 

Unit 4

Marketing research and marketing information system

Meaning of MR and MIS

Scope of MR

Types of marketing research

Marketing research process

Types of marketing research

Marketing research process

Types of research report

Component of MIS

Reference

Marketing management a south asian perspective by Philip kotler, Abraham Koshy and Mithileshwer Jha. Person education

Marketing management by S.A. Sherlekar, Himalaya Publishing house

Marketing management by Rajan saxena, tata mc graw hill Publication

Marketing research by G.C. beri, Tata Mc graw hill publication.