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AURO UNIVERSITY (INDIA)
The School of Management & Entrepreneurship
BBA
Module
Marketing Management
Semester-4 (2012-2015)
Module Leader
Chirag Gujarati
www.aurouniversity.edu.in
Contents
Contents 2
Introduction to Marketing 3
Module Objectives: 3
Course Prerequisites: 3
Coverage: 3
Introduction to Marketing & Its Environments 3
Marketing Research & Demand Forecasting 3
Identifying Market Segments 3
Product Strategies 4
Pricing 4
Marketing Communication 4
Channels of Distribution / Logistics 4
Building & Creating Brands 5
Revision Exercise 5
Learning Outcomes: 5
Assessment Structure: 5
Contact hours: 6
References: 6
Weekly Coverage: 7
Using unfair means in assessments 7
Week 01 & 02: Introduction to Marketing & Its Environments 9
Week 03 & 04: Marketing Research & Demand Forecasting 10
Week 05 & 06: Identifying Market Segments 10
Week 11 & 12: Marketing Communications 13
Introduction to Marketing
Module Objectives:
The Module would introduce the students to core marketing concepts. It will provide them with basic working knowledge of marketing theory whilst helping them to develop practical marketing skills. The concepts and ideas that students would examine in this module will prepare them for future marketing and business modules. Finally, the course would expose students to the challenges of implementation of the marketing strategy and marketing performance assessment. It will help them develop skills for analyzing market competition and design competitive marketing strategies for achieving higher market share.
Course Prerequisites:
The course does not assume a prior knowledge or understanding of the marketing as a discipline
Coverage:
Introduction to Marketing & Its Environments
Origins of Marketing, Modern Definition, Nature & Scope of Marketing
Different Concepts of Marketing
Various functions & Functional Areas of Marketing
The Nature of
The School of Management & Entrepreneurship
BBA
Module
Marketing Management
Semester-4 (2012-2015)
Module Leader
Chirag Gujarati
www.aurouniversity.edu.in
Contents
Contents 2
Introduction to Marketing 3
Module Objectives: 3
Course Prerequisites: 3
Coverage: 3
Introduction to Marketing & Its Environments 3
Marketing Research & Demand Forecasting 3
Identifying Market Segments 3
Product Strategies 4
Pricing 4
Marketing Communication 4
Channels of Distribution / Logistics 4
Building & Creating Brands 5
Revision Exercise 5
Learning Outcomes: 5
Assessment Structure: 5
Contact hours: 6
References: 6
Weekly Coverage: 7
Using unfair means in assessments 7
Week 01 & 02: Introduction to Marketing & Its Environments 9
Week 03 & 04: Marketing Research & Demand Forecasting 10
Week 05 & 06: Identifying Market Segments 10
Week 11 & 12: Marketing Communications 13
Introduction to Marketing
Module Objectives:
The Module would introduce the students to core marketing concepts. It will provide them with basic working knowledge of marketing theory whilst helping them to develop practical marketing skills. The concepts and ideas that students would examine in this module will prepare them for future marketing and business modules. Finally, the course would expose students to the challenges of implementation of the marketing strategy and marketing performance assessment. It will help them develop skills for analyzing market competition and design competitive marketing strategies for achieving higher market share.
Course Prerequisites:
The course does not assume a prior knowledge or understanding of the marketing as a discipline
Coverage:
Introduction to Marketing & Its Environments
Origins of Marketing, Modern Definition, Nature & Scope of Marketing
Different Concepts of Marketing
Various functions & Functional Areas of Marketing
The Nature of
References: 2. S.K. Grover (2005), Marketing - A Strategic Orientation S. Chand & Co. 3 4. Rajagopal (2008), Marketing Concepts & Cases, New Age Int. 5. Brassington, Frances & Pettitt, Stephen (2007) Essentials of Marketing, PHI.2nd Edition 6 7. Ramaswamy V.S. & Namakumari S (2009) Marketing Management: Global Perspective Indian Context, MacMillan.4th Edition. 8. Perreault William D & McCarthy E Jerome (2006) Basic Marketing A Global Managerial Approach, McGraw Hill. Weekly Coverage: Readings for Week 01 Kotler Philip, Keller Kevin Lane, Koshy Abraham and Jha Mithileshwar (2009), “Marketing Management, Chapter 1- Pg 3-6, 14-17, 20-21 & 28-31 & Chapter 3 – Pg