Marketing Management

Paper Code: 
(BBA 402)
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
9.00
Unit I: 
Integrated Marketing communication:

Integrated Marketing communication: Meaning and Importance, communication objectives, effective communication, and communication process.

9.00
Unit II: 
Promotion Tools-I

Promotion Tools-I: Advertising-meaning, objectives types in advertising decisions, planning and evaluation of campaign, Personal Selling-objectives, functions and principles; process

9.00
Unit III: 
Promotion Tools-II:

Promotion Tools-II: Public Relations-Importance and methods, Direct Marketing concept, Sales Promotion- Purpose, Consumer and Dealer promotion methods, Sales force promotion.

9.00
Unit IV: 
Marketing channels

Marketing channels: Types of channels, channel functions, objectives.

9.00
Unit V: 
Logistics and physical distribution

Logistics and physical distribution
Functional areas of physical distribution.

Essential Readings: 

Case Studies
Essential Reading:
1. Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education (Singapore) Pte. Ltd., Delhi
2. Varshney, R. L. and Gupta, S. L., Marketing Management: Text and Cases-An Indian Perspective, Sultan Chand & Sons, New Delhi
3. Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning Implementation and Control, Delhi: Macmillan India Ltd.

References: 

Reference books:
4. Saxena. Rajan, Marketing Management, Tata McGraw-Hill Publishing Co. Ltd., New Delhi
5. Gandhi, J. C., Marketing Management –An Introduction, Tata Mc-Graw Hill Publishing Co. Ltd., New Delhi
6. Kotler, Philip and Armstrong, Principles of Marketing, Prentice Hall of India, New Delhi

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