Marketing Management Practical

Paper Code: 
24GBBA402B
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to use their creativity and analytical skills in designing the marketing strategies and organize interactive sessions through individual presentations and group discussions.

Course Outcomes: 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

24GBBA 402B

Marketing Management Practical

(Practical)

CO187B: Evaluate the project tasks in terms of content, chart presentation and description.

CO 188BOrganize brainstorming sessions with peer group on existing issues.

CO 189B Organize dialogue session with peer group on common theme.

CO190BDiscuss case study for better understanding and comprehension.

CO191B         Develop skills for competitive marketing environment.

CO192BContribute effectively in course-specific interaction.

Approach in teaching:

Interactive sessions, Discussion, Tutorials, Reading assignments, Demonstration.

 

Learning activities for the students:

Self-learning assignments, Classroom Seminar presentation, Project tasks

 

Continuous Assessment Test, Semester End Examinations, Quiz, Assignments, Presentation, Individual and group projects, Project file and Viva-voce

 

6.00
Unit I: 
presentation

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

6.00
Unit II: 
Chart

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

6.00

Choose a sector of your choice and identify Leaders, Challengers, Followers and Niches 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: 
presentation

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

Essential Readings: 

1. Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management, A South Asian Perspective; Pearson Education
2. Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill
3. Dave Chaffey,Fiona Ellis-Chadwick,Digital Marketing: Strategy, Implementation and Practice, Pearson
4. Bateson, Hoffmam, Services Marketing, Cengage Learning
5. Ahuja Vandana, Digital Marketing, Oxford Higher Education

References: 

Suggested Readings:

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

E- Resources:

  1. iisu@yopmail.com
  2. iisu@yopmail.com
  3. https://www.slideshare.net/versatileBschool/marketing-management-45052508

 

 

 

Academic Year: 
2024-2025
  • Printer-friendly version
  • PDF version