INSTITUTE OF BUSINESS AND MANAGEMENT SCIENCES
KPK, AGRICULTURAL UNIVERSITY, PESHAWAR
Programme
Course Name
Course Code
Course Hours
Total Weeks
Total Hours
:
:
:
:
:
:
BBA (Hons) – 4th
Marketing Management
BBA-412
03
16
48
Course Objectives
Marketing management is offered to the students to enable them learn the implementation of
marketing strategies and how to achieve the marketing objectives. The course covers the impact on
marketing organization by implementation of different marketing strategies.
Week 1:
Marketing in the Twenty First Century
Marketing Task
The Scope of Marketing
Broad View of Marketing Task
The Marketing Decision
Week 2:
Company Orientation toward the Market Place
Production Concept
Product Concept
Selling Concept
The Social Marketing Concept
Week 3:
Building Customer Satisfaction, Value, and Retention
Customer Value
Customer Satisfaction
Attracting Customers
The Need of Customer Retention
Week
4:
Market Oriented Strategic Planning
Business Strategic Planning
The Marketing Process
Product Planning
Week
5:
Analyzing Marketing Opportunities
The Components of a Modern Marketing Information System
Internal Record System
Marketing Intelligence System
Week
6:
Market Segmentation
Basis of Market Segmentation
Basis for segmenting consumer market
Basis for segmenting business market
Week 7:
Analyzing Consumer Markets and Buying Behavior
Model of Consumer Behavior
The Major Factors Influencing Buyer
Week 8:
Dealing with the Competition
Identifying Competitors
Analyzing Competitors
Week 9:
Positioning the Market Offering Through the Product Line Cycle
Developing and Communicating a Positioning Strategy
Product Life-Cycle Marketing Strategies
Week 10:
Developing New Product
Challenges in New Product Development
Managing the Development Process
Managing the Development Process
Week 11:
Product Line Decision
Packing and Labeling
Week 12:
Designing Pricing Strategies and Programs
Setting the Price
Week 13:
Managing Marketing Channels
Work Preformed by Marketing Channels
Channel Design Decision
Week 14:
Managing Retiling, Wholesaling, and Market Logistics
Retailing, types of Retailers and Trends in Retailing
Wholesaling, Marketing Decisions
Market Logistics Objectives and Decisions
Week 15:
Deciding on Media and Measuring Effectiveness
Deciding on reach, frequency and impact
Choosing among major media types
Selecting specific vehicle
Deciding on media trimming
Deciding on geographic allocation
Evaluating advertising effectiveness
Week 16:
Presentations
Group Discussion
Review of Course
Recommended Books
1.
2.
3.
MARKETING MANAGEMENT --- David W. Cravens Gerald E. Hills Robert
W. woodruff, (Latest Edition) Irwin.
MARKETING --- Eric N. Berkowitz Roger, A. Kerin Steven, W. Hartley.
(Latest Edition) Irwin.
MARKETING MANAGEMENT --- Phillip Kotlar. (Latest Edition) Prentice Hall.