AKTU Marketing Management – I (BMBAI303) Syllabus PDF – MBA (Integrated) 3rd Semester

Course Objectives

1. To define, describe, and explain foundational marketing concepts including scope, objectives, evolution, customer value, and marketing planning.
2. To identify, analyze, and evaluate environmental factors and marketing information systems for strategic decision-making.
3. To interpret, differentiate, and predict consumer and business buying behaviors, including decision-making processes and influencing factors.
4. To apply, compare, and justify market segmentation, targeting, and positioning strategies across consumer and business markets.
5. To analyze, illustrate, and formulate product differentiation and positioning strategies for effective market impact.
6. To discuss, relate, and propose responses to current marketing realities, consumer capabilities, and the challenges of the Great Indian Market.

Unit- I (Hours 10)

Introduction: Meaning, Objectives, Nature, Scope and Importance of Marketing; Evolution of Marketing and various Company Marketing Orientations; Core Concepts of Marketing, Marketing vs. Selling & Marketing Myopia; Concept of Market and Types of Market; Customer Value, Value Delivery Process & Value Chain; Marketing Plan & Marketing Planning.

Unit- II (Hours 06)

Marketing Environment: Environmental Scanning- Controllable & Uncontrollable Factors, Marketing Environment- Micro & Macro Environmental Factors; Marketing Information System (MkIS)- Concept, Need & Importance, Components of MkIS, Marketing Information System vs. Marketing Research.

Unit- III (Hours 08)

Understanding Consumer Behavior: Meaning of Consumer Behaviour, Personal vs. Organisational Consumer, Need & Importance of studying Consumer Behaviour, Buying Motives, Factors influencing Consumer Behavior, Consumer Buying Decision Process, Buying Roles, Types of Buying Behaviour.

Business Market vs. Consumer Market, Business Buying Situations, Participants in Business Buying Process, Factors influencing Business Buying Behaviour, Stages in Business Buying Process.

Unit- IV (Hours 10)

Market Segmentation: Meaning and Concept of Market Segmentation, Benefits and Limitations of Market Segmentation, Bases & Types of Market Segmentation, Procedure of Market Segmentation, Criteria for Effective Segmentation, Bases for Segmenting Business Markets.

Unit- V (Hours 06)

Current Marketing Realities: Major Societal Forces, Current Consumer Capabilities, Current Company Capabilities.

The Great Indian Market: Characteristics, Issues and Challenges.

Reference Books

1. Kotler, P. & Keller, K.L., “Marketing Management”, Pearson Education.
2. Kotler, P. & Armstrong, G., “Marketing Management”, Pearson Education.
3. Perreault, W.D. & McCarthy, “Basic Marketing”, Tata McGraw Hill.
4. Saxena, Rajan, “Marketing Management”, Tata McGraw Hill.
5. Sontakki, C.N., “Marketing Management”, Kalyani Publishers.
6. Gupta, C.B. & Nair, N.R.,“Marketing Management”, Sultan Chand & Sons.
7. Bose, B.S., “Marketing Management”, Himalaya Publishing House.UDH Publishers Course Outcome: After successful completion of this course, students will be able to:

Course Outcomes