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 PLC 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.