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Marketing Management (BBA)

Marketing environment, consumer behaviour, segmentation, targeting, positioning and the marketing mix.

6 MonthsDuration 5Chapters24Topics
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Syllabus · पाठ्यक्रम

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01Unit 1: Marketing Concepts and Environment 5 topics
  1. Meaning and importance of marketing
  2. Production, product, selling, marketing and societal concepts
  3. Micro and macro marketing environment
  4. Marketing myopia
  5. Marketing in India: rural and urban
02Unit 2: Consumer Behaviour and STP 4 topics
  1. Buying motives and buying decision process
  2. Bases of market segmentation
  3. Targeting strategies: undifferentiated, differentiated, concentrated
  4. Positioning and differentiation
03Unit 3: Product Decisions 5 topics
  1. Product levels and classification
  2. Product life cycle
  3. New product development
  4. Branding, packaging and labelling
  5. BCG matrix and Ansoff matrix
04Unit 4: Pricing and Distribution 5 topics
  1. Factors affecting price
  2. Pricing methods: cost-plus, competition-based, value-based
  3. Pricing strategies: skimming, penetration, psychological
  4. Channels of distribution and channel levels
  5. Retailing, wholesaling and logistics
05Unit 5: Promotion and Recent Trends 5 topics
  1. Promotion mix: advertising, personal selling, sales promotion, PR
  2. Advertising media and budget
  3. Digital and social media marketing
  4. Green, rural and services marketing
  5. Customer relationship management

About

You will be able to

  • Explain marketing concepts and analyse the micro and macro marketing environment
  • Apply segmentation, targeting and positioning (STP) to Indian products
  • Take product decisions using the product life cycle, branding and the BCG matrix
  • Choose suitable pricing strategies and distribution channels
  • Plan a promotion mix and explain digital and rural marketing trends

Who it is for

  • BBA students of Semester 3 in UP state universities and affiliated colleges (Lucknow University pattern)
  • Students planning a career in sales, marketing or advertising

What you need

  • Principles of Management and Business Economics (Semesters 1-2)

Questions

Which syllabus does the course follow?

The common UP state university BBA syllabus for Marketing Management (Semester 3, Lucknow University pattern). The centre follows the student's own university syllabus (Lucknow University, MGKVP, VBSPU, CSJMU or any other) where it differs.

How are classes conducted?

Unit-wise lectures with examples from Indian business, short notes, numerical practice where needed and MCQ tests.

Do you use Indian brand examples?

Yes, every concept is explained with Indian brands such as Amul, Tata, Patanjali, Maruti and HUL.

Are previous year questions covered?

Yes, previous university questions are solved unit-wise before the semester examination.

Download the syllabus (PDF)

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