Calicut University • BBA • Semester 1
Marketing Management — Syllabus
Lecture Notes
- Module I: Introduction to Marketing & Marketing Environment
- Module II: STP & Consumer Buyer Behavior
- Module III: Product & Pricing Strategies (4 Ps)
Unit 1: Marketing Concept, Evolution, Core Concepts, and Holistic Marketing. •
Unit 2: Micro and Macro Marketing Environment – PESTLE & SWOT Analysis. •
Unit 3: Marketing Information System (MIS) and Market Research Process. •
Unit 4: Strategic Marketing Planning, BCG Matrix, and Ansoff Growth Matrix. •
Unit 5: Market Segmentation – Geographic, Demographic, Psychographic, Behavioral. •
Unit 6: Target Market Selection and Positioning Strategies (Perceptual Mapping). •
Unit 7: Consumer Buying Behavior Model, Factors Influencing Purchases. •
Unit 8: Consumer Buying Decision Process (5 Stages). •
Unit 9: Product Concept, Classification, Product Mix, Product Line Decisions. •
Unit 10: Product Life Cycle (PLC) Strategies & New Product Development (NPD). •
Unit 11: Branding, Packaging, Labeling, Brand Equity, and Brand Positioning. •
Unit 12: Pricing Objectives, Methods, Strategies (Skimming, Penetration,
Psychological).
- Module IV: Distribution Channels & Promotion Mix
Unit 13: Distribution Channels – Functions, Types, Channel Conflict, Logistics. •
Unit 14: Integrated Marketing Communication (IMC) & Promotion Mix. •
Unit 15: Advertising, Sales Promotion, Public Relations, Personal Selling. •
Unit 16: Direct Marketing, Digital Marketing, and Sustainable Marketing Trends. •
Marketing Management
Download Official Syllabus Notes (PDF)
Calicut University • FYUGP 2024 Syllabus
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