I. Objectives
This is the sequel to the core course of Marketing Management I and may be considered to be the second part of the introductory course in marketing. The aim of the course is to familiarize students with the 4Ps.
II. Session-wise Course Plan
1. Setting Product Strategy 2. Designing and Managing Services 3. Pricing Strategies and Programs 4. Integrated Marketing Channels 5. Retailing and Wholesaling 6. Integrated Marketing Communications 7. Mass Communications 8. Personal Communications 9. Case Discussion 10. Case Discussion
Case 20%
Quiz 20% (in the 6th and 10th sessions)
Assignment 10%
Participation 10%
End-term 40%
IV. References
Kotler P., Keller K.L., Koshy A., Jha M. (2009), Marketing Management: A South Asian Perspective, 13th edition, Pearson Education
Reading Material provided in class and in AIS
Created By: Bijoy Kar on 09/23/2009 at 04:07 PM Category: ExPGP-I Doctype: Document