This course will enable the students to –
Course Outcomes (COs):
Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
|
Course Code |
Course Title |
|||
GBBA 402A |
Marketing Management |
CO 205: Create a strong conceptual knowledge of fundamentals of Marketing Management CO 206: Create understanding of the process and the growth of marketing. CO 207: Understanding competitive marketing strategies. CO 208: Learning about the concept of Green marketing and environmental concerns in marketing also highlights the ethical issues in marketing. CO 209: Create the understanding of the emerging concepts of Digital marketing, Social media and multilevel marketing. CO 210: To create understanding about internet marketing. |
Approach in teaching: Interactive Hours, Group discussions, problem solving sessions.
Learning activities for the students: Self learning assignments, Effective questions, Chart preparation. |
Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group projects |
Marketing of Services – Concept of Services, Difference between Goods and Services, Unique Characteristics of Services, 7Ps of Expanded Marketing Mix, Service Marketing Triangle
Strategic Marketing: Developing Marketing Strategies and Plans for Growth and Downsizing: Ansoff’ Product Market Matrix, Retrenchment Strategy. Control of Marketing Operations: Concept and Techniques, Process.
Developing Competitive Marketing Strategy
Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Followers and Nichers; Offensive and Defensive strategies
Emerging Concepts of Marketing-I
Marketing Ethics: Ethical Issues in Marketing
Green Marketing: Concept, Challenges in Green Marketing
Social Marketing: Concept and Definition, Scope, Problems and: Challenges,
Social Marketing Campaigns. Environmental Concerns in Marketing.
Emerging Concepts of Marketing-II
Introduction to Internet Marketing, Digital Marketing: Digital Marketing Process, Digital Marketing & Traditional Marketing, Digital Marketing Strategies, Social Media Marketing: Social Media Mix
Viral and Buzz Marketing: Elements of a Viral Marketing Strategy.
• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Twelfth Edition), 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, 5/E, Pearson
• Bateson, Hoffmam, Services Marketing, Cengage Learning Ahuja Vandana, Digital Marketing, Oxford Higher Education
Suggested Readings:
• Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, 2nd edition, 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