SCHOOL:

BUSINESS STUDIES
1

TEACHING
DEPARTMENT:
MARKETING:

OPERATIONAL
FROM (ACADEMIC
TERM): 2014 2015:

FOR STUDENTS
ADMITTED STARTING
(YEAR)2014 - 2015

Course number
BBA

Course Title
MARKETING MANAGEMENT-1

Credits

3
4

Contact Hours
(L-W-P)

3-1-0
Contact Hours
Workshops
Project/Field Work
Assessment
Guided Study
Total hours

Course Objective

Course Outcomes

3
0
1
0
1
0
1
0
1
5
7
5

To make students conversant with the challenges raised by the complexity of

the marketing environment for managing products and services,
communications, channel relationships and other marketing mix factors;
Display an awareness of conceptual understanding and best practices in
marketing in managing marketing operations. Demonstrate their ability to use
relevant decision models in recommending appropriate market entry and
development options.
On successful completion of this module students will be able to:

1.Classify Marketing Concepts, the key elements of a customer driven

marketing strategy. Characterize that Marketing is different from selling.
2.Know the macro environment and how to track and identify opportunities
and developments. Recognize and comprehend how a SWOT analysis is done
and its importance.
3. Illustrate and identify contents of a marketing plan and how it is prepared.
4.Express what is the lifetime value of customers and how can being a
marketer one can maximize it.
5.Classify different types of products and how that differentiation gives an
edge to organizations.

7
7.01
7.02

Outline syllabus
BBA. A
BBA.A1

Unit A
Unit A Topic 1

Understanding Marketing Process

Marketing Concept, Creating and delivering customer
value,

7.03
7.04
7.05

BBA.A2
BBA.A3
BBA.B

Unit A Topic 2
Unit A Topic 3
Unit B

7.06

BBA.B1

Unit B Topic 1

7.07
7.08
7.09
7.10
7.11
7.12
7.13
7.14
7.15
7.16
7.17
7.18

BBA.B2
BBA.B3
BBA.C
BBA.C1
BBA.C2
BBA.C3
BBA.D
BBA.D1
BBA.D2
BBA.D3
BBA.E
BBA.E1

Unit B Topic 2
Unit B Topic 3
Unit C
Unit C Topic 1
Unit C Topic 2
Unit C Topic 3
Unit D
Unit D Topic 1
Unit D Topic 2
Unit D Topic 3
Unit E
Unit E Topic 1

7.19

BBA.E2

Unit E Topic 2

7.20

BBA.E3

Unit E Topic 3

8
8.1
8.11

Course Evaluation
Course work: Weight
Continuous
Assessment
Homework
Quizzes
Projects
Presentations
MTE

Marketing Mix
Marketing Environment, Indian Marketing Environment
Developing Marketing Strategy
Strategic Planning process, Marketing planning, Industry
Analysis
Market segmentation, bases for segmentation,
Targeting, Market Positioning
Creating customer value
Building Customer value, satisfaction and loyalty
Maximizing customer lifetime value (CLV)
Customer Database and database marketing.

Analyzing Consumers and selecting Markets

Buyer Behavior
Buying decision process
Factors effecting buying decisions
Product Decisions
Managing products, Product mix width and line length
Product Differentiation and Positioning, Brand
Management, brand equity
New Product development, Product life cycle

50%
30%

8.12
3 Assignment 10 %
8.13
2 Quizzes 10 %
8.14
1 Project 10 %
8.15
1 project presentation 5 %
8.16
One 20 %
8.2 End Term Examination One 50 %
9
References
9.1
Text book*
1. Philip Kotler,P. Keller,K.L.

Koshy, A.Jha, M. Marketing

Management A south Asian Prospective, Pearson, 2013.

9.2

other references

Reference Books:
1. V S Ramaswami, S Namakumari, Marketing Management,
Macmillan, 2013.
2. Rajan Saxena, Marketing Management, Tata McGraw Hill, 2012

Mapping of Outcomes vs. Topics

7.01
7.02
7.03
7.04
7.05
7.06
7.07
7.08
7.09
7.10
7.11
7.12
7.13
7.14
7.15
7.16
7.17
7.18
7.19
7.20

Outcome no.
Syllabus topic
BBA.A
BBA.A1
BBA.A2
BBA.A3
BBA.B
BBA.B1
BBA.B2
BBA.B3
BBA.C
BBA.C1
BBA.C2
BBA.C3
BBA.D
BBA.D1
BBA.D2
BBA.D3
BBA.E
BBA.E1
BBA.E2
BBA.E3

X
X
X
X

X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X