ALI FATIMAH COLLEGE OF SCIENCE & MANAGEMENT Marketing Management COURSE OUTLINE BBA, SEMESTER _4th semester LECTURER WISE BREAKDOWN Course Instructor: _____________ (Qualification (Subject Name)) Lecturer Topics 01 Introduction 02 Consumer behavior 03 Consumer behavior 04 MIS 05 Marketing strategy 06 Marketing strategy 07 Marketing strategy 08 Case Study 09 Marketing strategy 10 Marketing strategy 11 Marketing strategy 12 Marketing strategy 13 Marketing Research 14 Marketing Research Course Contents Marketing plan and its contents Consumer behavior, Factors Effecting the consumer behavior Consumer product adoption curve for new product, Consumer decision making process Marketing information system, Components of MIS SWOT and TOWS BCG Matrix, IFE and EFE GE MATRIX Motivational session and assignment for the next lecture BCG Matrix And PLCī strategies Marketing planning process, SWOT and TOWS Matrix, GE model of marketing strategy GE model of marketing strategy, Strategy development Marketing Research process Marketing Research process Direct marketing, channels, benefits 15 Advertising 16 Dealing competition Competitor analysis, competitive intelligence system 17 Dealing competition Competitive strategies 18 Marketing segmentations Levels, patterns, bases, of segmentation 19 Case study Assignment 20 Positioning and differentiation Positioning strategies, differentiation strategies 21 Product strategy and brand strategy Product mix, levels, product line, brand decision , 22 Product strategy and brand strategy Packaging and labeling 23 Price Strategies Objectives, analysis. Adapting price, 24 Price Strategies adjustments, response for price change 25 Retailers and wholesallers Types of retailers, logistics 26 Retailers and wholesallers Types of wholesalers, logistics 27 IMC Target audience identify, design message, advertising objectives 28 IMC Promotional tools, measuring the results 29 Sales and promotion Sales objectives, advertising objectives, sales promotions, public relations 30 Sales and promotion PR and Direct marketing 31 Sales and promotion Managing sales force, structure, size, compensation 32 Sales and promotion Managing sales force , HRM 33 34 35 36 37 38 39 40 41 42 43 44 45 26Recommended Book: 1. Kendall, (Subject Name) in our Times. Wadsworth Pub Co, 2010 2. Henslin, (Subject Name): A Down-to-Earth Approach, 11th edition. 3. Brgjar & Soroka, (Subject Name) ,1992.
