Marketing Management Practical

Paper Code: 
GBBA 402B
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to –

  • Enable students to use their creativity and analytical skills in designing the marketing strategies.
  • Organizing interactive session for students through individual presentations and group discussions.

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

GBBA 402B

Marketing Management Practical

CO 211: Evaluating the project tasks in terms of content, chart presentation and description also assessing the tasks through file preparations, quizzes, and Group projects.

CO 212: Organizing brain storming sessions with peer group on existing issues through individual presentations and group discussions.

CO 213: Organizing dialogue session with peer group on common theme and write reflective notes on it.

CO 214: Discussing case study for better understanding and comprehension on the subject.

CO 215: Developing skills for competitive marketing environment.

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: 
Power Point Presentations

Identify 7 Ps of any service organization and make a PPT for the same

6.00
Unit II: 
Make a chart

Make a chart on BCG Matrix on any company of your choice

6.00
Unit III: 
Prepare File

Choose any sector of your choice and identify Leaders, Challengers, Followers and Nichers for the same and submit a file

6.00
Unit IV: 
Case study

Case study on Green Marketing/ Social Marketing/ Ethical Issues in Marketing

6.00
Unit V: 
Power Point Presentations

Identify one company and make a ppt on its digital and social media marketing campaign

Essential Readings: 

• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management, A South Asian Perspective; Pearson Education
• Rajan Saxena, Marketing Management, Fourth Edition, 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:
• iisu@yopmail.com
• iisu@yopmail.com
• https://www.slideshare.net/versatileBschool/marketing-management-45052508

Journals:
• Indian Journal of Marketing, https://journals.sagepub.com/
• Marketing Research, https://journals.sagepub.com/
• Marketing Management, https://journals.sagepub.com/
• Vikalpa (P+O), http:// sagepub.com

Academic Year: 
2022-2023
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