UNIQUE SERIES AKTU Syllabus
BBA303BMBAI303

Marketing Management - I

L-T-P3-0-0 Credits3 Session2025-26 TypeTheory
Appears in 2 semesters · 2 branches

BBA · Sem 3 (Core, code BBA303) · MBA Integrated · Sem 3 (Core, code BMBAI303)

Download PDF

Syllabus

5 units · 40 lecture hours
Unit1

Unit 1

10 hrs

Introduction: Meaning, Objectives, Nature, Scope and Importance of Marketing; Evolution of Marketing and various Company Marketing Orientations; Core Concepts of Marketing, Marketing vs. Selling & Marketing Myopia; Concept of Market and Types of Market; Customer Value, Value Delivery Process & Value Chain; Marketing Plan & Marketing Planning.

Unit2

Unit 2

6 hrs

Marketing Environment: Environmental Scanning- Controllable & Uncontrollable Factors, Marketing Environment- Micro & Macro Environmental Factors; Marketing Information System (MkIS)- Concept, Need & Importance, Components of MkIS, Marketing Information System vs. Marketing Research.

Unit3

Unit 3

8 hrs

Understanding Consumer Behavior: Meaning of Consumer Behaviour, Personal vs. Organisational Consumer, Need & Importance of studying Consumer Behaviour, Buying Motives, Factors influencing Consumer Behavior, Consumer Buying Decision Process, Buying Roles, Types of Buying Behaviour. Business Market vs. Consumer Market, Business Buying Situations, Participants in Business Buying Process, Factors influencing Business Buying Behaviour, Stages in Business Buying Process.

Unit4

Unit 4

10 hrs

Market Segmentation: Meaning and Concept of Market Segmentation, Benefits and Limitations of Market Segmentation, Bases & Types of Market Segmentation, Procedure of Market Segmentation, Criteria for Effective Segmentation, Bases for Segmenting Business Markets.

Unit5

Unit 5

6 hrs

Current Marketing Realities: Major Societal Forces, Current Consumer Capabilities, Current Company Capabilities. The Great Indian Market: Characteristics, Issues and Challenges.

Course Objectives6 points
  • To define, describe, and explain foundational marketing concepts including scope, objectives, evolution, customer value, and marketing planning;
  • To identify, analyze, and evaluate environmental factors and marketing information systems for strategic decision-making;
  • To interpret, differentiate, and predict consumer and business buying behaviors, including decision-making processes and influencing factors;
  • To apply, compare, and justify market segmentation, targeting, and positioning strategies across consumer and business markets;
  • To analyze, illustrate, and formulate product differentiation and positioning strategies for effective market impact;
  • To discuss, relate, and propose responses to current marketing realities, consumer capabilities, and the challenges of the Great Indian Market.
Course Outcomes (COs)5 outcomes

After completion of the course student will be able to:

  1. CO1Understand core marketing concepts including objectives, scope, evolution, customer value, and marketing planning; differentiate between marketing and selling.K1, K2 (Remembering, Understanding)
  2. CO2Analyze marketing environment (micro & macro), evaluate controllable and uncontrollable factors, and understand MkIS vs. marketing research.K2, K3, K4 (Understanding, Comprehending, Analyzing)
  3. CO3Evaluate consumer and business buyer behavior, including roles, motives, influences, and decision processes. K2, K3, K4,K5 (Understanding, Comprehending, Analyzing, Evaluating)
  4. CO4Apply market segmentation concepts, bases, and procedures; evaluate effective segmentation criteria for consumer and business markets. K2, K3, K4,K5 (Understanding, Comprehending, Applying, Evaluating)
  5. CO5Assess current marketing trends, societal forces, consumer/company capabilities, and evaluate the dynamics of the Indian market.K2, K4, K5 (Understanding, Analyzing, Evaluating)

References

  1. Kotler, P. & Keller, K.L., “Marketing Management”, Pearson Education.
  2. Kotler, P. & Armstrong, G., “Marketing Management”, Pearson Education.
  3. Perreault, W.D. & McCarthy, “Basic Marketing”, Tata McGraw Hill.
  4. Saxena, Rajan, “Marketing Management”, Tata McGraw Hill.
  5. Sontakki, C.N., “Marketing Management”, Kalyani Publishers.
  6. Gupta, C.B. & Nair, N.R.,“Marketing Management”, Sultan Chand & Sons.
  7. Bose, B.S., “Marketing Management”, Himalaya Publishing House.UDH Publishers

Official AKTU syllabus

This subject is on page 9, 10 of the original AKTU PDF.

Official AKTU syllabus PDF ↗