Professional Documents
Culture Documents
Learning Outcomes: After completing the programme, the student should be able to: demonstrate the knowledge of the evolution
of the marketing concept, to contrast the various business philosophies, to be able to understand the internal and external
environmental factors, to be able to understand the new development of post-modern marketing, and understanding the importance
of the customer orientation, and marketing strategic plan, able to define and to develop strategies for marketing mix.
Pedagogical Methods: lectures, Case studies, Presentation and workshop.
Course Contents:
Session Topic Leaning Materials Due dates for Assignment and
Class Room ,
Presentation/Discussion.
1 - Introduction to marketing, Chapter 1 in the text book Announcement of group
26.06. 2010 Marketing concept and philosophy, of ‘Marketing’ by Pride assignment-
and Marketing management and Ferrel.
process. Case on Better Mouse
Trap.
2 - Marketing Myopia - Chapter 5 in the text Presentation on Marketing
03.07. 2010 - Concept of Postmodern book of Marketing’ by Environment by Group No. 1.
Marketing. Pride and Ferrel.
- Marketing Research and - Article on “Marketing
Information System. Myopia”,
Article on “Evolution of
Marketing Concept and
Discipline: Glancing
Over the Literature”
3 - Understanding the Marketing Chapter 2 in the text book Presentation on Consumerism
10.07. 2010 Strategic Planning Process. of ‘Marketing’ by Pride by Group No. 2.
and Ferrel.
4 - Segmentation, Targeting Chapter 6 in the text book Presentation on Social
17. 07. 2010 and Positioning Strategies. of ‘Marketing’ by Pride Responsibility, and Ethics in
1
and Ferrel. Marketing by group No. 3.
- Developing marketing plan Announcement of individual
assignment
5 - Consumer buying behaviour. Chapter 7 in the text book Presentation of Article review
24.07. 2010 - Developing marketing plan of ‘Marketing’ by Pride on Market Segmentation,
and Ferrel. Product Differentiation, and
Marketing Strategy by group
No.4.
6 Product Planning: Product concepts, Chapter 10, 11, and 12 in Presentation on Business
31.07. 2010 Developing new product, Managing the text book of Market and Buying
brand equity, and The product life ‘marketing’ by Pride and Behaviour by group No.5.
cycle. Ferrel.
Developing marketing plan
31.07. 2010 Class Room Test (MCQ test) This test cover sessions 1 to 5.
9 Pricing for results: The pricing Chapter 19 and 20 in the Presentation on Personal
21.08.2010 process, Selecting a pricing approach, text book of ‘Marketing’ selling.
Events marketing, and Ambush by Pride and Ferrel. Sales Promotion by group
Marketing. No.8.
Developing marketing plan
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Mode of EvaluationContinuous Assessment
Individual Assignment 10
Group Assignment and Presentation 20
Class Room Test 10
Class Room Participation 10 50
End of Semester Examination 50
Total Marks 100
Often reported forms of cheating may include copying of another student’s work completely or partly, getting another to do the
assignment completely or partly, inclusion of the name(s) of student(s) who has/have not contributes to the assignment
appropriately and reporting fieldwork which the student(s) has/have not carried out.”
Reading List:
Recommended Text:
• William M. Pride, and O.C. Ferrel (2010), Marketing: Planning, Implementation, and Control.(New Delhi:
Cengage Learning, India Private Ltd).
Additional Reading:
• Philip Kotler, and, Lane Keller (2009). Marketing Management,13th Edition (New Delhi: PHI Learning Private
Limited).
• Philip Kotler, & Gary Armstrong, (2003), Principal of Marketing, 10th edition (New Delhi: Prentice – Hall of India
Private Ltd).
• E.J.McCarthy and William D. Perreault (1993) Basic Marketing, 10th Edition, (Boston:Irwin,Homewood,IL 60430).
• Joel R. Evans and, Barry Berman (2007), Marketing Management (New Delhi: Cengage Learning, India Private
Ltd).
Journals:
• Journal of Marketing
• Journal of Marketing Research
• Harvard Business Review
• Journal of Consumer Research
• European Journal of Marketing
• International Journal of Research in Marketing
• Business Marketing digest
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