BBA First Semester E-Book
Fundamentals of Marketing E-Book For PDF Download File
Syllabus
UNIT – I
Introduction to Marketing : :
Foundations of Marketing: Definitions, core marketing concepts: Needs, wants and demand,
evolution of Marketing; marketing vs selling & Marketing Myopia; Marketing Mix.
UNIT – II
Marketing Environment and Segmentation
Marketing Environment: Micro/ macro factors; Segmentation: Definition, Bases for consumer
market segmentation; Targeting – Definition, Key Factor Considerations & Positioning..
UNIT – III
Marketing Mix: Product & Pricing Strategies
Product: Product levels, classification; Product Life Cycle Management; Pricing Strategies:
setting the price, pricing methods, factors influencing pricing.
UNIT – IV
Marketing Mix: Promotion & Place Decisions
Integrated Marketing Communications (IMC): meaning, elements of IMC; Advertising, Sales
promotion, Public relations; Distribution Channels: Role, design, intermediaries; Logistics:
Introduction.
UNIT – V
Emerging Trends in Marketing
Online Marketing; Social Media – Role and Significance; CRM, PRM, Experiential Marketing,
Green and Sustainable Marketing Practices.
