BMB 105 - Marketing Management

Welcome to the dedicated web page for the AKTU MBA 1st Semester course on Marketing Management (BMB 105). This course is strategically designed to provide students with a comprehensive understanding of marketing concepts, consumer behaviour, market segmentation, product and pricing decisions, and the latest trends in global and digital marketing. It equips future managers with the tools and frameworks needed to develop effective marketing strategies and create lasting customer value in today’s competitive marketplace. The course follows the AICTE Model Curriculum & NEP 2020, effective from the academic session 2024-25.

For More Content Visit → AKTU MBA 1st Semester Notes

Unit 1 – Introduction to Marketing and Consumer Behaviour

Introduction: Nature and scope of marketing, Various marketing orientations, Need, Want, Demand, Elements of Marketing mix, customer value and the value delivery process. Understanding Consumer Behavior: Buying motives, factors influencing buying behavior, buying habits, stages in consumer buying decision process, types of consumer buying decisions.

Nature and scope of marketing
Various marketing orientations
Need, Want, Demand
Elements of Marketing Mix
Customer value and the value delivery process
Understanding Consumer Behavior:
- Buying motives of buyer
- Factors influencing buying behavior
- Buying habits of buyer
- Stages in consumer buying decision process
- Types of consumer buying decisions

UNIT II: Market Segmentation, Targeting and Positioning

Market Segmentation, Targeting and Positioning: Meaning, Factors influencing segmentation, Market Aggregation, Basis for segmentation, Segmentation of Consumer. Targeting: Meaning, Basis for identifying target customers, Target Market Strategies. Positioning: Meaning, product differentiation strategies, tasks involved in positioning. Branding: Concept of Branding, Brand Types, Brand equity, Branding Positioning.

Market Segmentation:
- Factors influencing segmentation
- Market Aggregation
- Basis for segmentation
- Segmentation of Consumer
Targeting:
- Basis for identifying target customers
- Target Market Strategies
Positioning:
- Product differentiation strategies
- Tasks involved in positioning
Branding:
- Concept of Branding
- Brand Types
- Brand equity
- Branding Positioning

UNIT III: Product and Pricing Decisions

Product Decisions: Concept, Product Hierarchy, New Product Development, Diffusion process, Product Life cycle, Product mix strategies. Packaging / Labeling: Packaging as a marketing tool, requirement of good packaging, Role of labeling in packaging. Pricing Decisions: Pricing concepts for establishing value, Pricing Strategies – Value based, Cost based, Market based, Competitor based, New product pricing – Price Skimming & Penetration pricing.

Product Decisions:
- Concept of Product Decisions
- Product Hierarchy
- New Product Development
- Diffusion process
- Product Life Cycle
- Product mix strategies
Packaging / Labeling:
- Packaging as a marketing tool
- Requirement of good packaging
- Role of labeling in packaging
Pricing Decisions:
- Pricing concepts for establishing value
- Pricing Strategies:
  - Value based Pricing Strategies
  - Cost based Pricing Strategies
  - Market based
  - Competitor based
- New product pricing:
  - Price Skimming
  - Penetration pricing

UNIT IV: Place and Promotion Decisions

Place Decision: Meaning, Purpose, Channel alternatives, Factors affecting channel choice, Channel design and Channel management decisions, Channel conflict, Retailing & Types of Retailers. Advertising: Advertising Objectives, Advertising Budget, Advertising Copy, AIDA model. Public Relation: Meaning, Objectives, Types, and Functions of Public Relations. Sales Promotion: Sales Promotion Mix, Kinds of promotion, Tools and Techniques of sales promotion, Push-pull strategies of promotion. Personal Selling: Concept, Features, Functions, Steps/process involved in Personal Selling. Direct Marketing: Meaning, Features, Functions, Growth and benefits of direct marketing, different forms.

Place Decision:
- Purpose of Place Decision
- Channel alternatives
- Factors affecting channel choice
- Channel design and Channel management decisions
- Channel conflict
- Retailing & Types of Retailers
Advertising:
- Advertising Objectives
- Advertising Budget
- Advertising Copy
- AIDA model
Public Relations:
- Objectives of Public Relations
- Types of Public Relations
- Functions of Public Relations
Sales Promotion:
- Sales Promotion Mix
- Kinds of promotion
- Tools and Techniques of sales promotion
- Push-pull strategies of promotion
Personal Selling:
- Concept of Personal Selling
- Features of Personal Selling
- Functions of Personal Selling
- Steps/process involved in Personal Selling
Direct Marketing:
- Features of Direct Marketing
- Functions of Direct Marketing
- Growth and benefits of direct marketing
- Different forms of Direct Marketing

UNIT V: CRM and Global Marketing

CRM: Meaning, Relationship Marketing Vs. Relationship Management, Types of Relationship Management, Significance of Customer Relationship Management. Global Marketing: current scenario, Global Marketing environment, Entry strategies, Global P’s of Marketing. Recent trends and Innovation in Marketing – Green Marketing, Agile Marketing.

CRM (Customer Relationship Management):
- Relationship Marketing Vs. Relationship Management
- Types of Relationship Management
- Significance of Customer Relationship Management
Global Marketing:
- Current scenario of Global Marketing
- Global Marketing environment
- Entry strategies of Global Marketing
- Global P’s of Marketing
Recent trends and Innovation in Marketing:
- Green Marketing
- Agile Marketing

For More Content Visit → AKTU MBA Notes

Course Objectives of BMB 105

Assess market opportunities by analyzing customers, competitors, collaborators, context, and the strengths and weaknesses of a company.
Understand consumers’ requirements and their behaviors.
Develop effective marketing strategies to achieve organizational objectives.
Communicate and defend your recommendations and critically examine and build upon the recommendations of your classmates both quantitatively and qualitatively.
Develop the understanding the current global and digital aspect of marketing.

Download BMB 105 Official Syllabus PDF

Download the official AKTU MBA BMB 105 – Marketing Management syllabus as prescribed by Dr. A.P.J. Abdul Kalam Technical University, Uttar Pradesh, Lucknow. Effective from Session 2024-25, as per AICTE Model Curriculum & NEP 2020.

⬇ Download BMB 105 Syllabus PDF

Course Outcomes of BMB 105

Course Outcomes	Bloom’s Taxonomy
CO 1: Remember and Comprehend basic marketing concepts.	Remembering (K1) · Knowledge (K2)
CO 2: Understand marketing Insights on application of basic marketing concepts.	Synthesizing (K6) · Comprehending (K3)
CO 3: Able to Apply and develop Marketing Strategies and Plans.	Applying (K4)
CO 4: Understand and Analyzing Business / Consumer Markets and ability Identify & evaluate Market Segments and Targeting.	Analyzing (K5)
CO 5: Develop skills to understand the current global and digital aspect of marketing.	Evaluating (K7)

BMB 105 – Marketing Management