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Marketing Management- Practical [1]

Paper Code: 
25CBSG 312
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

25CBSG312

 

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.               (6 Hours)
  • 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: 

 

 

 

SUGGESTED READINGS 

  • 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:

 

REFERENCE JOURNALS:

 

 

 

Academic Year: 
2025-2026 [4]

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Source URL: https://business.iisuniv.ac.in/courses/subjects/marketing-management-practical-0

Links:
[1] https://business.iisuniv.ac.in/courses/subjects/marketing-management-practical-0
[2] https://www.slideshare.net/versatileBschool/marketing-management-45052508
[3] https://journals.sagepub.com/
[4] https://business.iisuniv.ac.in/academic-year/2025-2026