Course Objectives:
• Create a strong conceptual knowledge of fundamentals of Marketing Management.
• Create understanding of the nature and characteristics of marketing of Services.
• Understanding strategy in a marketing context.
• Create understanding of competitive marketing strategy.
• Create the understanding of the emerging concepts in Marketing.
Course Outcomes (COs):
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Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
|
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CO 302: Create a strong conceptual knowledge of fundamentals of Marketing Management CO 303: Create understanding of the nature and characteristics of marketing of Services. CO 304: Understanding strategy in a marketing context. CO 305: Developing Competitive Marketing Strategy. CO 306: Create the understanding of the emerging concepts in Marketing. |
Approach in teaching: Interactive Hours, Discussion, Tutorials, Reading assignments, Demonstration
Learning activities for the students: Self-learning assignments, Effective questions, Seminar presentation, Group tasks
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Class test, Semester end examinations, Case Studies 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, The Marketing Plan: Strategies and Processes, Marketing Organization; Concept and Structure, Marketing Control: Concept and Techniques
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
Green Marketing: Concept, Problems and Challenges in Green Marketing
Social Marketing: Concept and Definition, Scope, Problems and: Challenges, Social Marketing Campaigns. Environmental Concerns in Marketing.
Marketing Ethics: Ethical Issues 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
Concept of Multi level Marketing,
1. Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha : Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education
2. Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill
3. Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, 2nd edition, PHI Learning Private Ltd.
4. John Mullins, Orville C. Walker, Harper W. Boyd, Marketing Management-A Strategic Decision-Making Approach, Tata McGraw Hill
5. Chandra Bose, Modern Marketing: Principles and Practice, PHI Learning Private Ltd.
6. Dave Chaffey,Fiona Ellis-Chadwick,Digital Marketing: Strategy, Implementation and Practice, 5/E, Pearson
7. Bateson, Hoffmam, Services Marketing, Cengage Learning
8. Ahuja Vandana, Digital Marketing, Oxford Higher Education
Links:
[1] https://management.iisuniv.ac.in/courses/subjects/marketing-management-18
[2] https://management.iisuniv.ac.in/academic-year/2020-2021