This course will enable the students to –
1. Enable students to use their creativity and analytical skills in designing the marketing strategies.
2. Organizing interactive session for students through individual presentations and group discussions.
Course Outcomes (COs):
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Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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GBBA 402B |
Marketing Management Practical |
CO175: Evaluating the project tasks in terms of content, chart presentation and description also assessing the tasks through file preparations, quizzes, and Group projects. CO176: Organizing brain storming sessions with peer group on existing issues through individual presentations and group discussions. CO177: Organizing dialogue session with peer group on common theme and write reflectivenotes on it. |
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, Quiz, Assignments, Presentation, Individual and group projects |
Identify 7 Ps of any service organization and make a PPT for the same
Make a chart on BCG Matrix on any company of your choice
Choose any sector of your choice and identify Leaders, Challengers, Followers and Nichers for the same and submit a file
Case study on Green Marketing/ Social Marketing/ Ethical Issues in Marketing
Identify one company and make a ppt on its digital and social media marketing campaign
1. Philip Kotler, Kevin Keller, Abraham Koshy, MithileshwarJha : 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://www.management.iisuniv.ac.in/courses/subjects/marketing-management-practical-3
[2] https://www.management.iisuniv.ac.in/academic-year/2021-2022-0