MARKETING MANAGEMENT.pngBackground of the Course:
This is the first course that a student is exposed to, in the area of Marketing, in any B School. Hence it is supposed to introduce students to the core concepts of Marketing and make them relate these concepts to real-life business situations.
At the end of this course, a student should be able to think differently about any business situation involving Marketing – with better logic and with some understanding of the “consumer”.
Course Objective
The primary objectives of the course are
● To introduce “Marketing” as an area and demonstrate how it integrates with other functions of Management
● To develop a detailed understanding of the core concepts of Marketing – like STP, Marketing-mix, different types markets (Consumer, B2B), etc.
● To apply the above concepts to real-life business situations
Course Outcomes and PEO mapping:
After the completion of the course, the students are expected to achieve following Course objectives (COs) that in turn will be mapped to following Program Educational Outcomes (PEOs):
|
Course Outcomes (COs) |
Maps to PEO |
|
|
CO1 |
Understand the marketing concept and get introduced to the core concepts of marketing |
PEO3 |
|
CO2 |
Apply different kinds of marketing strategies and competitive strategies in business scenarios |
PEO1 |
|
CO3 |
Analyze markets and brands using different techniques of segmentation, targeting and positioning |
PEO1 |
|
CO4 |
Evaluate the application of each element of the marketing mix, in detail, using quantitative and qualitative approaches |
PEO3 |
|
Program Educational Outcomes (PEOs) |
|
|
PEO1 |
Apply multidisciplinary quantitative and qualitative techniques, and knowledge of digital technologies, to analyze business scenarios |
|
PEO2 |
Work effectively in teams, demonstrate leadership and data-driven decision-making skills |
|
PEO3 |
Integrate theory and practice to find sustainable solutions to strategic business problems |
|
PEO4 |
Demonstrate effective written and oral communication skills |
|
PEO5 |
Develop cultural sensitivity and exhibit high degree of integrity and ethics in behaviour |
TEXTBOOK
Principles of Marketing - Philip Kotler, Kevin Keller, Jagdish Sheth (16th Edition): Pearson Education
DURATION: 20 sessions of 90 minutes each
PEDAGOGY:
Teaching Pedagogy will consist of classroom teaching, use of cases and caselets, class discussion and group assignments
COMPONENTS OF EVALUATION:
|
S.No. |
Particulars |
Percentage |
|
1 |
Mid-Term Exam |
20% |
|
2 |
End-Term Exam |
30% |
|
3 |
Class Participation |
10% |
|
4 |
Attendance |
20% |
|
5 |
Group Project |
20% |
|
Total |
100% |
|
- Teacher: Arunava Dalal