IMMG 21023

>< Title : Marketing Management
>< Type/Status : Core Course
>< Teaching and learning objectives:
The aim of this course is to generate an appreciation of the significance of marketing as an organizational function, marketing environments, and to provide analytical and planning skills in marketing.
On successful completion of this course, students will be able to relate marketing concepts to stakeholder requirements, and prepare a comprehensive marketing plan for a business organization.
>< Course Content:

Marketing as an organizational function. Evolution of concepts. Marketing mix and targeting, strategies for products, pricing, channelling, and promoting products. Brand strategies and brand management. Preparation of a less complex marketing plan

>< Methodology:
The course will be delivered in a combination of interactive classroom sessions, case analysis, and projects.
>< Scheme of Evaluation:
End-of-semester examination and case analysis and presentations.
>< Recommended Reading:
1. Kotler P., “Marketing Management”, 11th Edition, 2002, Prentice Hall.
2. Boyd & Walker, “Marketing Management”, 1995.

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