PROJECT VIVA VOCE

Paper Code: 
ABF 103
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

Course Outcomes

Learning and teaching strategies

Assessment Strategies

  
 

CO 37: Create suitable market offerings` and formulate appropriate product policies.

CO  38: appropriate promotion policies for their product mix.

CO 39: Learn practical application of various promotional tools

CO 40: Develop industry specific appropriate pricing strategies.

CO  41: knowledge about international institutions along with their significance in global markets

Approach in teaching:

Interactive Lectures, Discussion, PPT, Sharing web links. 

Learning activities for the students:

Self learning assignments, Role plays, presentation, case study discussions. 

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group projects

  

 

6.00

• Power Point presentations on Levels of a product
• Case study on market segmentation
• An overview of product mix of selected companies

6.00

• PPT on Product Life Cycle with Examples in Each Stage
• Case study on Pricing, Examples
• Impact of Market penetration Pricing and Market Skimming Pricing

6.00

• Group discussion related to sales promotion techniques adopted by various companies and its impact.
• Ad Formation and Role play.

6.00

• Case Studies of Euro Currency market
• Recent Trends in Global Financial Markets

6.00

• Group discussion on relation of India with IMF and World Bank
• Report preparation

Essential Readings: 

• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Fourteenth Edition), A South Asian Perspective; Pearson.
• Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd.
• Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning Implementation and Control, Delhi: Macmillan India Ltd.
• Kothari, Rakesh; Mehta, Anil and Sharma, Ashok, Marketing Management¸ Ramesh Book Depot,Jaipur

References: 

SUGGESTED READINGS
• Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd
• Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press
• Ahuja Vandana, Digital Marketing, Oxford Higher Education
• Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill.

e-RESOURCES
• Consumer Behavior: Global Edition, Pearson Education (Thinktank), ProQuest Ebook Central, IISuniversity2020

JOURNALS
• Marketing Management
• Journal of Marketing

Academic Year: 
2022-2023
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