MARKETING MANAGEMENT- PRACTICAL

Paper Code: 
CBSG 312
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OUTCOME(COS):

 

Course Outcome

Learning and teaching strategies

Assessment Strategies

CO66:   Demonstrate creativity through powerpoint presentations for the concept of Holistic Marketing.

CO67: Analysis of marketing environment and its application for creating appropriate marketing mix.

CO68: Comprehend the strategies used for segmenting and positioning products and services to various segments of consumers.

CO69:   Application of suitable strategies according to the stage of PLC

CO70:  Demonstrate importance of Promotion through suitable role plays

 

Approach in teaching:

Interactive Hours, Discussion, Tutorials, Reading assignments, Demonstration

 

Learning activities for the students:

Self learning assignments, Effective questions, Seminar presentation, Group tasks

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

 

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 Study on 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: 
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:

 

Journals:

 

Academic Year: 
2023-2024
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