Project Viva Voce

Paper Code: 
ABF103
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

 

COURSE OUTCOMES (COs):

Course Outcomes

Learning and teaching strategies

Assessment Strategies

  
 

On completion of this course, the students will be able to:

CO 37: Create suitable market offerings` and formulate appropriate product policies.

CO  38: appropriate promotion policies for their product mix.

CO 39: Learn practical application of various promotional tools

CO 40: Develop industry specific appropriate pricing strategies.

CO  41: knowledge about international institutions along with their significance in global markets

Interactive Lectures, Discussion, PPT, Sharing web links. 

Self learning assignments, Role plays, presentation, case study discussions. 

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group projects

  

 

6.00

Unit I

  • Power Point presentations on Levels of a product                                              
  • Case study on market  segmentation
  • An overview of product mix of selected companies                                       

                                                                                                        

 

 

6.00

Unit II

  • PPT on Product Life Cycle with Examples in Each Stage                                      
  •  Case study on Pricing, Examples
  • Impact of Market penetration Pricing and Market Skimming Pricing         

 

 

 

6.00

Unit III                                                                                                                        

  • Group discussion related to sales promotion techniques adopted by various companies and its impact.                                                                                                         
  •  Ad Formation and Role play.                                                                   

 

 

6.00

Unit IV                                                                                                                        

  • Case Studies of Euro Currency market
  •  Recent Trends in Global Financial Markets

                                                                                                                                          

 

6.00

Unit V                                                                                                                       

  • Group discussion on relation of India with IMF and World Bank
  • Report preparation

 

Essential Readings: 

ESSENTIAL READINGS

  • Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Fourteenth Edition), A South Asian Perspective; Pearson.
  • Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd.
  • Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning Implementation and Control, Delhi: Macmillan India Ltd.
  • Kothari, Rakesh; Mehta, Anil and Sharma, Ashok, Marketing Management¸ Ramesh Book Depot,Jaipur

 

 

References: 

 

 SUGGESTED READINGS

  • Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd
  • Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press
  • Ahuja Vandana, Digital Marketing, Oxford Higher Education
  • Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill.

 

e-RESOURCES

 

JOURNALS

  • Marketing Management
  • Journal of Marketing

 

Academic Year: 
2022-2023
  • Printer-friendly version
  • PDF version