Marketing Management- Practical

Paper Code:

24CBSG312

Credits:

2

Contact Hours:

30.00

Max. Marks:

100.00

Objective:

This course will enable the students to evaluate and apply marketing concepts to increase their market coverage

Course Outcomes:

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24CBSG312

Marketing Management– Practical

(Practical)

CO79: Formulating marketing mix strategies through rigorous analysis of different marketing aspects.

CO80: Analysis of marketing environment for effective marketing decisions.

CO81: Evaluating and assessing the strategies used by different companies for segmentation, targeting and positioning of their products and services.

CO82: Application of product and price concepts for creation of sustainable strategies.

CO83: Demonstrate significance of promotion through different class activities.

CO84: Contribute effectively in course-specific interaction

Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation)

Learning activities for the students:

Role Play activities/ Group Discussions/ Class presentation

Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams.

6.00

Unit I:

Marketing

· Prepare a PPT on 4Ps of Marketing mix of any company of your choice

Case study on Holistic Marketing

6.00

Unit II:

Marketing Environment

· Analyze the Indian Marketing Environment for a specific Industry

Case study on Significance of Marketing environment

6.00

Unit III:

Segmentation, Targeting and Positioning

Case Studies related to STP
Identification of Positioning strategies by different Companies

6.00

Unit IV:

Product & Price

Prepare a Chart on PLC representing 5 examples of products in each stage.
Case study on Pricing Decision

6.00

Unit V:

Place &Promotion

· Case study on Integrated Marketing Communications

· Role play on Significance of Promotion Mix

Poster and Model Making Competition on Contemporary Marketing Trends

Essential Readings:

Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha, Marketing Management, A South Asian Perspective, Pearson Education

Rajan Saxena, Marketing Management, Tata McGraw Hill
Dave Chaffey, Fiona Ellis, Chadwick, Digital Marketing: Strategy, Implementation and Practice, Pearson
Bateson, Hoffmam, Services Marketing, Cengage Learning
Ahuja Vandana, Digital Marketing, Oxford Higher Education

References:

Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, PHI Learning Private Ltd.
John Mullins, Orville C. Walker, Harper W. Boyd, Marketing Management-A Strategic Decision-Making Approach, Tata McGraw Hill
Chandra Bose, Modern Marketing: Principles and Practice, PHI Learning Private Ltd.

E- Resources: