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Principles of Marketing Practical [1]

Paper Code: 
24CBBA304
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to develop an understanding of marketing concepts.

Course Outcomes: 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

24CBBA 304

Principles of Marketing Practical 

 

(Practical)

CO109: Analyze marketing environment.

CO110: Distinguish between different bases of segmentation.

CO111: Evaluate a product.

CO112: Construct and compare pricing strategies and marketing intermediaries.

CO113: Design promotional mix for a product

CO114: Contribute effectively in course-specific interaction

Approach in teaching:

Interactive sessions, Case Study Discussions, Tutorials, Reading assignments, Demonstration

 

Learning activities for the students:

Self-learning assignments, Classroom presentations, Group tasks

Continuous Assessment test, Semester End Examinations, Quiz, Assignments, Presentation, Individual and group projects

 

6.00
Unit I: 
Indian Marketing Environment

Analyze Indian Marketing Environment for a company and prepare a report for the same.

6.00
Unit II: 
company

Identify a company and determine which bases of segmentation company uses for segmenting its products. Prepare a PPT.

6.00
Unit III: 
Case Study

Case Study on any one Popular/ Luxury product

6.00
Unit IV: 
Chart

Prepare a Chart on different types of pricing strategies
OR
Prepare a chart for types of marketing intermediaries.

6.00
Unit V: 
Presentation

Design an appropriate promotional mix for a product. Present the idea in class through a PPT.

Essential Readings: 

1. Philip Kotler, Kevin Keller, Marketing Management, Pearson Education
2. Rajan Saxena, Marketing Management, Tata McGraw Hill

References: 

Suggested Readings:

1. Ramaswamy, V.S. and Namakumari, S. (2010), Marketing Management; Sage Publications, Pvt. Ltd.

E- resources:

1. Swayam.gov.in

2. David Soberman. (2012). Flux: What Marketing Managers Need to Navigate the New Environment. JSTOR. iisu.refread.com/#/email Document/23648168

3. Kevin Lane Keller, & Philip Kotler. (n.d.). Marketing Management, 15/e. Pearson. iisu.refread.com/#/email Document/4968562

Academic Year: 
2024-2025 [2]

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Links:
[1] https://management.iisuniv.ac.in/courses/subjects/principles-marketing-practical-7
[2] https://management.iisuniv.ac.in/academic-year/2024-2025