participants to principles and practices, theoretical building blocks of marketing, its role as an organizational engine and the evolving marketing process of today. At the end of the course, a participant will be able to understand and manage the core marketing management function. Learning Outcomes: Understand the application of marketing concepts in real life scenario. Understanding basics of Market Plan and Competitive Dynamics. Understanding the difference of Consumer and Business Markets. Understand the basics of Branding Strategies. Understand and implementation of marketing concepts in other emerging sectors. Projects for the Semester: Project 1: In group of 5 identify an existing problem of a company and prepare a marketing plan to resolve the same. This includes detailed analysis of company‟s micro and macro environment, SWOT analysis, 4 P‟s of marketing and suggesting the probable solution after that. Marks: 10 Evaluation: Report and Presentation Project 2: In group of 5 make a Product out of Waste and Price, Promote, Brand and sell it within the campus to faculties. You have to incorporate the concepts of New Product development, Pricing, promotion, campaign and selling. Marks: 10 Evaluation: Product idea, Pricing and promotion Viability, Selling skills Case Study Presentation Group Wise (Common for all sections) Marks: 5 Class Participation & Attendance Marks: 5 Mid Term: 20 End Term: 50 Unit 1: Market Plan and Execution Recap of Marketing Management, Understanding basics of Marketing Strategies and Marketing Plan, Process and layout, Marketing Plan to Marketing Action, Creating Customer value and Customer Relationship, Developing Marketing Strategies and Plans, Corporate and Division Strategic Planning, Business Unit Strategic Planning; Market Research, Competitive Forces, Identifying Competitors, Analyzing Competitors, Competitive Strategies for Market Leaders, Challengers and Followers, Balancing Customer and Competitor Orientations. Unit 2: Analyzing Business Markets and Introduction to Service Marketing Difference between Consumer and Business Market, Organizational Buying, Participants in the Business Buying Process, The Purchasing / procurement Process, Stages in Buying Process, Managing Business-to-Business Customer Relationships, Concept of key accounts Management, Institutional and Government Markets, Service Marketing Concepts. Unit 3: Setting the Product Strategy and Pricing concepts
Product Characteristics and Classifications, New Product Development Stages, Design and Launch of Product, Pre and Post Testing, Product Life Cycle, BCG Matrix and Ansoff‟s Matrix, Product Differentiation, Pricing Policies and Practices: Adapting the Pricing strategy. Unit 4: Introduction to Brand and Crafting Brand Strategies Brand Equity, Role of Brands, Scope of Brands, Building Brand Equity, Measuring Brand Equity, Brand Value Chain, Brand Strategies and Brand Extension, Revision of Marketing Communications; New
You've reached the end of your free preview.
Want to read all 47 pages?