Any business must have customers and Marketing Management is the science and art of getting and keeping customers through Identifying business opportunities, creating and developing markets, formulating marketing strategies, analyzing customer & business market behavior, strategic pricing and market segmentation. A sound marketing practice enables business to sustain competitive advantage & maintain high market share leading to long-run profitability.
Course objective
This course will be customized to emphasize more on the ‘people’ aspect of Marketing Management keeping in mind the profile and the special interests of the participants.This course will enable participants to learn the principles & practices of marketing drawing inspiration from the marketing concepts & corporate best practices.
Student Learning Outcomes
After completing the course the student will be able to
· Appreciate the need for internal marketing while being responsive to the needs of the consumer and the challenges from the competitor. · Appreciate the importance of elevatingthe sales force to a higher plane of thought and action. · See the emerging trends in a fast changing marketing environment. · Understand the need for constant reviewof strategies ad practices – implementation audit and control.
Pedagogy
MMHRP course uses a combination of readings and cases to stimulate participant learning. This course relies heavily on cases and readings. Student preparation, presence and participation are thus essential for the pedagogy to work. Each student would be assigned a grade for the class participation (CP) based on their interaction on the case(s) and/or reading(s). The evaluation of the CP grade will be based on the depth and the content of his/her comments.
Learning Materials
Text Book : Lamb, Charles W., Hair, Joseph F., Sharma, Dheeraj, and McDaniel, Carl (2016). Principles of Marketing: A South Asian Perspective, 13th edition, Cengage Learning, Delhi.
Reading Material : Readings from various published sources will be given along with the prescribed text book.
Suggested Books : Perreault, William D., Cannon, Joseph P., and McCarthy, E. Jerome (2011).Basic Marketing, 18thedition, McGraw Hill Irwin.
Ramaswamy V.S. and Namakumari, S. (2009).Marketing Management: Global Perspective Indian context, 4th edition, Macmillan, New Delhi.
Baines, Paul, Fill, Chris, and Page, Kelly (2009). Marketing, 1st Indian edition, Oxford University Press, New York.
Case(s) alongwith the guideline(s) for discussion, will be distributed a week prior to the session.
Session Plan
Evaluation:
CP 10% Quizzes (2) 30% Mid-term 20% End – term 40% Total: 100%
Additional Reading:
Economic Times – Brand Equity
Academic Integrity:
As per the university’s manual of policies
Created By: Bijoy Kar on 09/14/2016 at 06:02 PM Category: Course Outlines-HRM-I Doctype: Document