MARKETING MANAGEMENT-II

MARKETING MANAGEMENT-II
AREA OF STUDY:
BBA-210

Year: 2
Semester: 3

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* Continuous
** Duration: 3 hours

Objectives:
The basic objective of this course is to developed the knowledge and skills of the students analyzing issues concerning major decision making in different area of marketing.
Unit 1: Marketing Information and Research L. H. 5
Need for information development, information what is marketing research? The marketing research process, need for marketing research, characteristics of a good marketing research.
Unit 2: Market Oriented Strategic Planning L. H. 4
Corporate strategic planning, SBU's Business mission, SWOT analysis, Goal formulation, Strategy formulation, Program formulation Implementation and control.
Unit 3: Differentiating and Positioning L. H. 5
Product differentiating, Personnel differentiating, Channel differentiating, Image differentiating, Developing Positioning Strategies, Communicating the positioning strategy.
Unit 4: Product Management L. H. 4
Product line decisions, Product Mix Decisions, Brand Decisions, Packing and Labeling Decisions, Product Life Cycle Strategies.
Unit 5: Promotion Management L. H. 4
Communication objectives, selecting the communication channel, Designing the massage, Selecting the promotion mix, Total promotion budget.
Unit 6: Place Management L. H. 4
Channel Design Decision, Channel Management Decision, Channel Dynamics, Channel co-operative, Channel Conflict, and Channel Competition.
Unit 7: Price Management L. H. 4
New Product Pricing Strategy, Product Mix Pricing Strategy, Responding to Price Changes.
Unit 8: Retailing and Wholesaling L. H. 4
Type of retailers, Retailer Marketing Decisions (Price, Product place and Promotion decisions) Types of Wholesalers, Wholesalers marketing decisions, (marketing mix decisions)
Unit 9: Advertising and Sales Promotion L. H. 5
Nature of advertising, Scope of advertising, Advertising objectives, Advertising budget, Advertising message, Media decisions, Advertising effectiveness, Purpose of sales promotion, Sales promotion decision, Developing sales promotion program.
Unit 10: Personal Selling L. H. 4
Personal selling process, Sales force objectives, Sales force strategy, Sales force structure, Sale force size, Sales force competition, Motivating the Sales force.
Unit 11: Organizing, Implementation and Controlling Marketing Plants L. H. 5
Organizing the marketing department, Company wide marketing orientation strategies, organizing for implementation, Annual plan control, Efficiency control, Strategic control.
Suggested Readings:
1. Basic Marketing, E. Jerome Mc Carthy, William, D. Perreault.
2. Fundamentals of Marketing: William J. Stanton, Micheal J. Eizel Bruce J. Walker.
3. Principle of Marketing: Kotler, Philip and Armstrong
4. Consumer Protection and Satisfaction by Gulson, S. S.
5. Marketing Decisions, Koirala, Kundan D.
6. Marketing Management in Nepal, Dr. G. R. Agrawal.