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Curricular information is subject to change
• Understand various key concepts and principles of marketing necessary to make strategic decisions in the marketplace.
• Understand and analyze one’s marketplace environment, to take effective decisions that can address various marketing problems that may present themselves. This includes understanding one’s own company, various competitors and environmental factors involved, as well as prospective customers, using various theoretical paradigms and considerations.
• Understand and appreciate various aspects of customers’ buying behavior in shaping their purchases.
• Understand the key concepts of Segmentation, Targeting and Positioning that are required to develop an effective marketing plan.
• Understand the components of the Marketing Mix. Students should be able to describe the 4Ps- Product, Price, Place and Promotion related decisions in the context of their marketing strategy.
• At the end of the module, students should be able to utilize their learning from the module to independently (in the context of a group of students) attempt building comprehensive marketing plans for any organization/entity of their choice
Student Effort Type | Hours |
---|---|
Lectures | 24 |
Specified Learning Activities | 44 |
Autonomous Student Learning | 32 |
Total | 100 |
Not applicable to this module.
Description | Timing | Component Scale | % of Final Grade | ||
---|---|---|---|---|---|
Presentation: Student Group-led Presentations (Group) -10 min Presentations by Student Groups based on assigned question/theme (Refer to Module Outline for Schedule) |
Throughout the Trimester | n/a | Graded | No | 10 |
Presentation: Student Group-led Discussion (Group) - Lead 05 min Discussion Based on the Presenting Group's Presentation (See Module Outline for Details and Schedule) |
Throughout the Trimester | n/a | Graded | No | 5 |
Assignment: Individual Assignment 1: 'STP Exercise Paper' - Submit a Paper on an Exercise on the Topic of 'STP'. (Refer to Module Outline for Details) |
Week 8 | n/a | Graded | No | 25 |
Continuous Assessment: Peer-Assessment (Individual) - Score Assigned to Each Member of a Group by Group mates (See Module Outline for Details) |
Throughout the Trimester | n/a | Graded | No | 10 |
Group Project: Marketing Plan Report (Group) - Submit a Written Report of the Marketing Plan (Details can be found in the Module Outline) |
Week 11 | n/a | Graded | No | 20 |
Assignment: Individual Assignment 2: 'Promotions Exercise Paper' - Submit a Paper on an Exercise on the Topic of 'Promotions'. (See Module Outline for Details) |
Week 12 | n/a | Graded | No | 10 |
Group Project: Marketing Plan Presentation (Group) - Present Marketing Plan (In Week 11 and Week 12: See Module Outline for Specific Details of the Assessment and Schedule) |
Week 11 | n/a | Graded | No | 20 |
Resit In | Terminal Exam |
---|---|
Spring | No |
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Peer review activities
Feedback will be given in class as a general overview of the presentations, the discussions and the assignments/reports submitted. Wherever in-class feedback is not possible, effort will be made to give a general feedback on assessment components to the class as a whole, or specifically to relevant groups/recipients if required. This will be done either through brightspace or via email if required upon the discretion of the instructor.