UNIQUE SERIES AKTU Syllabus
BBA406

Marketing Management– II

L-T-P3-0-0 Credits3 Session2025-26 TypeTheory
Appears in 1 semester

BBA · Sem 4 (Core)

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Syllabus

5 units
Unit1

Unit 1: (Session 08 Hours)

Marketing Mix: Meaning, Concept & Importance of Marketing Mix, Elements of Marketing Mix, Determining the Marketing Mix, Factors influencing the Determination of Marketing Mix, Essentials of Effective Marketing Mix; Elements of Service Mix. Product Decisions: Product Mix Strategy Classification of products and strategies for different types of consumer products, New product development process. Product Life Cycle and various strategies. Product Line Decisions, Branding: Concept and Challenges. Packaging and labeling.

Unit2

Unit 2: (Session 08 Hours)

Pricing Decisions: Pricing Considerations and Strategies Introduction to various objectives of pricing, Pricing Process. Adapting the price: Concept of geographical pricing, promotional pricing, discriminatory pricing. Understanding various pricing strategies and their application.

Unit3

Unit 3: (Session 08 Hours)

Place Decisions: Distribution and Logistics Decision Nature of Marketing Channels, Channel Functions and Flows, Channel Design and Management Decisions, Channel Dynamics. Introduction to Wholesaling, Retailing and Logistics.

Unit4

Unit 4: (Session 08 Hours)

Promotion Decisions: Deciding on the Marketing Communications Mix, Process of deciding the marketing communication mix, Marketing communication budget. Introduction to various elements of integrated marketing communications.

Unit5

Unit 5: (Session 08 Hours)

  • Current issues and Global Marketing: Social, ethical & legal aspects of marketing; Introduction to global market place Challenges and opportunities of Globalization. Factors governing entry into foreign markets. Marketing Mix for Global Markets. Trends in international marketing
  • Suggestive Readings:
  • 1. Text: Kotler Philip Marketing Management, Eleventh Edition, Pearson. 2. Kotler Philip and Armstrong Gray, Principles of Marketing, Eleventh Edition, Pearson Education. 3. Ramaswamy VS, Namakumari S, Marketing Management, Planning Implementation & Control, Third Edition, MacMillan. 4. Sontakki, C.N., “Marketing Management”, Kalyani Publishers. 5. Gupta, C.B. & Nair, N.R.,“Marketing Management”, Sultan Chand & Sons. 6. Bose, B.S., “Marketing Management”, Himalaya Publishing House.
Course Objectives6 points
  • To define, describe, and analyze the components of the marketing mix and evaluate the factors influencing its determination, including the role of service mix in modern marketing.
  • To identify, compare, and apply strategies related to product mix, branding, packaging, labeling, and product life cycle management for various consumer products.
  • To explain, differentiate, and formulate pricing strategies by analyzing objectives, pricing processes, and adapting prices based on market and customer dynamics.
  • To interpret, plan, and justify distribution and logistics decisions, including the design and management of marketing channels, wholesaling, retailing, and their functions.
  • To construct, explain, and validate the components of a marketing communication mix and budget, and integrate various promotional tools effectively.
  • To discuss, relate, and evaluate contemporary global marketing trends and address social, ethical, and legal challenges while formulating global marketing mix strategies.
Course Outcomes (COs)5 outcomes

After completion of the course student will be able to:

  1. CO1Understand the concept and importance of marketing mix and product decisions including strategies for product types, branding, packaging, and product life cycle.K1, K2, K3 (Remembering, Understanding, Applying)
  2. CO2Analyze and apply various pricing strategies and adapt pricing to different market conditions, including promotional, geographical, and discriminatory pricing.K2, K3, K4 (Understanding, Applying, Analyzing)
  3. CO3Comprehend the structure and functions of marketing channels and logistics; evaluate distribution strategies and channel dynamics.K2, K3, K4 (Understanding, Applying, Analyzing)
  4. CO4Explain the process of creating an integrated marketing communications mix and develop strategies within promotion decisions and budgeting.K2, K3 (Understanding, Applying)
  5. CO5Analyze the current global marketing trends and challenges including legal, ethical, and social issues; understand global market entry strategies and design global marketing mixes.K2, K4, K5 (Understanding, Analyzing, Evaluating)

Official AKTU syllabus

This subject is on page 30, 31 of the original AKTU PDF.

Official AKTU syllabus PDF ↗