Marketing Management
Fundamental principles and practices of marketing. Browse module-wise notes, preview available PDF resources, and use the related links on this page to move between nearby subjects and study guides.
Chapter Wise Notes
About This Subject
Marketing Management is a core study program for BBA Semester 1 students under the Calicut University FYUGP 2024 framework. This course introduces students to how modern businesses understand customer needs, select target markets, develop competitive products, and communicate brand value. Throughout this subject, students study the strategic concepts of market segmentation, targeting, and positioning, alongside the tactical marketing mix (the 4Ps). The syllabus also covers consumer buying behaviors, market research processes, and the evolution of marketing thoughts from traditional selling to holistic and societal marketing. Understanding these concepts enables future managers to design customer-centric campaigns, predict market responses, and navigate the PEST micro and macro environmental forces that shape modern business growth.
Key Topics Covered
- Marketing definitions, core concepts, and historical orientations
- PEST micro and macro environmental forces shaping marketing strategies
- Marketing research process stages and consumer data collection methods
- Bases of market segmentation (geographic, demographic, psychographic, behavioural)
- Target market selection strategies and positioning frameworks
- Product classifications, product levels, and new product development steps
- Product Life Cycle (PLC) stages and corresponding marketing strategies
- Pricing objectives, cost-based vs value-based pricing, and skimming strategies
- Distribution channels, intensive vs selective vs exclusive distribution
- Promotion mix elements (advertising, sales promotion, PR, personal selling)
- Consumer buying decision process and factors influencing consumer behaviors
Learning Outcomes
- Explain core marketing concepts, sessional environments, and research steps.
- Analyze markets using segmentation, targeting, and positioning (STP) models.
- Formulate marketing mix (4Ps) strategies for diverse products and services.
- Analyze the consumer buying decision process and psychological influences.
- Distinguish between traditional marketing and modern digital marketing channels.
- Apply brand equity concepts and plan product life cycle transitions.
Exam Preparation Tips
For the Marketing Management exam, focus on the STP (Segmentation, Targeting, and Positioning) process and the 4Ps of the marketing mix, as these are primary essay targets. Be ready to explain the Product Life Cycle (PLC) stages with diagrams, detailing the marketing strategies for each phase. Study the consumer buying decision process stages carefully. Practice explaining pricing strategies like skimming and penetration with business examples. Understand the difference between marketing and selling concepts. Reviewing these key areas along with the sessional notes will prepare you to write comprehensive, high-scoring exam answers.
Frequently Asked Questions
What is Marketing Management in BBA?
It is a core Semester 1 course that introduces marketing principles, consumer behaviour, STP strategies, the marketing mix (4Ps), and digital media.
Which semester includes Marketing Management?
Marketing Management is included in BBA Semester 1 under the current Calicut University FYUGP curriculum.
How many modules are included in Marketing Management?
There are 4 modules covering marketing fundamentals, STP strategies, the 4Ps marketing mix, and consumer buying behaviors.
Where can I find Marketing Management study notes?
Complete chapter summaries and module-wise PDF notes are available for download on the DegreeLive Marketing Management subject page.
Is this subject part of the university syllabus?
Yes, it is a core major subject mandated for BBA students by the University of Calicut.
Related Subjects
Explore notes for other subjects in Semester 1 of BBA: