This course will enable the students to appraise and assess the marketing concepts, build appropriate marketing strategies to enhance their market reach.
Course |
Learning Outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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24CBSG302 |
Marketing Management (Theory)
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CO67: Categorize and construct strategies for 4p’s and develop holistic marketing view towards business operations. CO68: Evaluate the components of marketing environment and assess them for creating suitable marketing strategies. CO69: Plan strategies for segmenting and targeting the consumers for successful positioning of brands in the market. CO70: Suggest sustainable product and pricing strategies for contemporary organizations through cautious consideration of various product concepts and different pricing techniques. CO71: Plan appropriate distribution strategies and promotional programs for different offerings of the firms. CO72: Contribute effectively in course-specific interaction
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Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation) Learning activities for the students: Role Play activities/ Group Discussions/ Class presentation
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Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams.
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Practical: Case studyonHolisticMarketingconcept
Practical: AnalysisofMarketingEnvironment foranyspecificindustry
Practical:CasestudyonSTP
Practical:Case studyonPricing Decision
· Channel functions
· Channel Levels
· Intensity of Market coverage: Exclusive Distribution, Selective Distribution, Intensive Distribution
Promotion
· Concept of Integrated Marketing Communications
· Promotional Tools – Advertising, Sales Promotion, Direct Marketing, Public Relations & Publicity and Personal Selling
Practical:RoleplayonSignificance ofPromotionMix
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REFERENCE JOURNALS: