BBA204 Marketing Management UNIT-1 Marketing : Definition , Nature and Scope Importance Marketing Marketing Management, Core Concept of Marketing Selling Concept and Production Concept Modern Marketing Concept Societal Marketing Understanding Consumer Behaviour Purchase Decision Process UNIT-2 Segmentation : Concept, Basis of Segmentation Importance of Segmentation Targeting: Concept Types and Importance Positioning: Concept & Importance Brand Positioning Repositioning UNIT-3 Marketing Mix, Product Mix New Product Developments Levels of Product, Types of Product Product Life Cycle, Product Level Branding and Packaging Distribution: Concept and Importance Different Types of Distribution Channels UNIT4 Price: Meaning and Objectives Factors Influencing Pricing, Method of Pricing Promotion: Promotional Mix and Tools of Promotional Mix Objectives of Market Promotion Media Selection and Management UNIT-5 Marketing Research: Meaning and Importance Marketing Research: Process and Scope Marketing Information System: Meaning, Importance and Scope Green Marketing , Digital Marketing, Service Marketing
