Marketing Management - BBA NOTES CHITKARA UNIVERSITY

Subject Name: Marketing Management

UNIT - I

Introduction to Marketing. Definition of Market, core concepts of marketing, Market offerings, Types of Markets, Meaning and Definition of Marketing, Selling v/s Marketing, evolution of marketing, Nature, scope and importance of marketing, marketing myopia, Functions of Marketing

UNIT – II

Marketing Strategy and Consumer behaviour. Market segmentation, Concept, need, variables /bases for segmenting, Market targeting, different patterns of market selection, and the concept of positioning. Consumer behaviour, the importance of consumer behaviour, factors affecting consumer behaviour, Consumer Buying Decision Process, Buying Motives, decision making roles.

UNIT – III

Marketing Mix Decisions. Introduction to marketing mix, Product decisions: Definition of products, classification of product, levels of product, product mix decisions, product life cycle strategies, new product development process, services marketing, branding. Price decisions: price, importance of pricing, major pricing strategies. Place decisions: distribution strategies, wholesaling, retailing, e-tailing. Promotion decisions: Integrated marketing communication, advertising appeals, public relations, AIDA model, and ethics in advertising

UNIT - IV

Recent trends in marketing. Internet marketing, social-media marketing, digital marketing, cause related marketing, guerrilla marketing, green marketing, neuro marketing, content marketing, mega marketing, meta marketing, rural marketing, viral marketing, buzz marketing, global marketing,AI and Marketing Automation, Omnichannel marketing, Influencer Marketing

Marketing Management - CHITKARA UNIVERSITY