BACHELOR OF BUSINESS ADMINISTRATION (BBA YEAR 2)

152 Pages·2015·2.34 MB·English

BACHELOR OF BUSINESS ADMINISTRATION
(BBA YEAR 2)

BUSINESS ADMINISTRATION 2B
STUDY GUIDE

Copyright © 2016
MANAGEMENT COLLEGE OF SOUTHERN AFRICA
All rights reserved; no part of this book may be reproduced in any form or by any means, including photocopying machines,
without the written permission of the publisher. Please report all errors and omissions to the following email address:
[email protected]

Business Administration 2B

TABLE OF CONTENTS

Section Title of Section Page
PART A
1 Introduction 2
2 Managing the Exchange Process 10
3 The Marketing Environment 20
4 Consumer Behaviour 36
5 Market Segmentation, Targeting, Positioning 48
6 Marketing Information and Research 58
PART B: THE MARKETING MIX
7 Product 68
8 Pricing 80
9 Promotion 88
10 Place 98
11 New Product Development 112
12 Case Study 124
13 Bibliography 146

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SECTION ONE

INTRODUCTION

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SECTION ONE - INTRODUCTION

1.1 WELCOME

Welcome to the BBA Programme. MANCOSA wishes you well in successfully completing this module in Marketing
Management.

1.2 AIMS OF THE MARKETING MODULE

The aim of this module is to introduce you to the concept of marketing. The subject material covered in this module
and the prescribed readings will enable you to:

 Understand the nature and scope of the marketing environment
 Identify and evaluate environmental factors that impact on the marketing of the organization
 Apply basic marketing research concepts to the organization
 Undertake market segmentation and determine target markets for particular products and services
 Understanding consumer behaviour and its impact on the marketing strategy
 Develop a marketing strategy for the organization based on the marketing mix
 Define, classify and determine product and its prices
 Understanding the role of communication in the marketing process
 Determine the right blend of promotional mix in marketing the firm’s offering
 Understand the role of the channels of distribution and differentiate between the different types of channels
 Understand how a new product is developed from the time of conception to its launch and full-scale
commercialization

1.3 CONTEXT OF THE MODULE

Marketing management is defined as "the analysis, planning, implementation, and control of programmes designed
to create, build, and maintain beneficial exchanges with target buyers for the purposes of achieving organizational
objectives" (Kotler & Armstrong, 2001:14).

The focus of the module is an introduction to the management marketing process. It is structured around the defining
the market place, analysing the marketing environment, its consumers and their buying behaviour. It takes a closer
look at market segmentation, the marketing mix, market research information systems, and the marketing planning
process for a new product.

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1.4 OUTCOMES

The OUTCOMES of this module are to:

 provide students with study material
 Assist students in writing assignments
 supplement textbook material
 provide self assessment exercises to assist students in preparation for examinations
 prepare the student to be proficient in the subject by applying theory to practice and vice versa.

1.5 HOW TO USE THE MARKETING MODULE

This marketing module and the recommended textbooks form an integral part of your studies. You are advised to
read the relevant section in this module prior to reading the textbook. It is important to make your own notes as you
work through the textbook and this module.
Each section begins with a list of learning objectives which outlines the important points that you should understand
once you have completed the section.

Don’t try and read everything at once. Each study session should not be longer than two hours without a break.

The following symbols and instructions are designed to help you study. The prescribed textbook for this
module is:

PRESCRIBED TEXTBOOK

J

Kotler, P and Armstrong G (2014). Principles of Marketing (15th Edition). Pearson.

?

THINK POINT

A think point asks you to stop and think about an issue. Sometimes you are asked to apply

a concept to your own experience or think of an example.

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GROUP ACTIVITY

Questions here test the group’s understanding of what they have up to a certain point learned.


SELF ASSESSMENT ACTIVITY

Self-assessment questions test your understanding of what you have learned so far.
Answers to these questions are given at the end of each section.

CASE STUDY or MINI - CASE STUDY

This module consists of a variety of Case Studies or Mini-Case Studies that graphically

illustrate various marketing principles with real-life situations.

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ADDITIONAL READING

Kotler, P. & Armstrong, G. (2006) Principles of Marketing. 11th Edition. New Jersey:
Pearson Prentice Hall

Etzel Michael J., Walker Bruce J. and Stanton William J. (2005) Marketing (13th Edition) New Delhi:
Tata McGraw-Hill Publishing Company Limited.

Anderson, J.C. and Narus, J.A. (1999) Business Market Management. Understanding, Creating,
and Delivering Value., New Jersey. Prentice Hall

Brassington, F. & Pettitt, S. (1997). Principles of marketing. London. Great Britain:

Pitman Publishing.

Brink, A. (2001) Programme in Marketing Management. Pinpoint Publishing Services:

Johannesburg

Porter, M.E. (1980) Competitive Strategy: Techniques for analyzing Industries and Competitors.
New York: The Free Press. P49-75

Jobber, D. (2003) Principles and practice of Marketing. 4th Edition. United Kingdom.
McGraw-Hill Companies

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1.6 OVERVIEW OF THE SYLLABUS

PART A
SECTION 1
INTRODUCTION

1.1 WELCOME
1.2 AIMS OF THE MARKETING MODULE
1.3 CONTEXT OF THE MODULE
1.4 OUTCOMES
1.5 HOW TO USE THE MARKETING MODULE
1.5.1 PRESCRIBED READINGS
1.5.2 ADDITIONAL READING

SECTION 2
MANAGING THE EXCHANGE PROCESS
2.1 LEARING OBJECTIVES
2.2 WHAT MARKETING IS NOT
2.3 WHAT THEN IS MARKETING?
2.4 EVOLUTION OF MARKETING
2.5 THE MARKETING CONCEPT
2.6 WHAT MARKETERS DO

SECTION 3
THE MARKETING ENVIRONMENT
3.1 LEARNING OBJECTIVES
3.2 WHAT IS ENVIRONMENTAL MONITORING?
3.3 MACRO ENVIRONMENT
3.4 MICRO-ENVIRONMENT
SECTION FOUR
CONSUMER BEHAVIOUR

4.1 LEARNING OBJECTIVES
4.2 WHAT IS CONSUMER BEHAVIOUR?
4.3 UNDERSTANDING CONSUMER BEHAVIOUR
4.4 THE STIMULUS RESPONSE MODEL
4.5 CONSUMER DECISION MAKING
4.6 THE FIVE STAGE MODEL OF THE CONSUMER BUYING PROCESS

SECTION FIVE
MARKET SEGMENTATION, TARGETING, POSITIONING
5.1 LEARNING OBJECTIVES
5.2 INTRODUCTION
5.3 WHAT IS MARKET SEGMENTATION?
5.4 WHAT IS TARGETING?
5.5 WHAT IS POSITIONING?

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