Course code
MACO 41463
Course Title
Marketing and Communication
Pre – requisite - None
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of Marketing and communication. The student will also get the chance to evaluate the concepts connected with the theories and the practice of the same
Course Content
What is Marketing? Role of Marketing in Communication?
Marketing and Consumer
Marketing strategies and Marketing mix,
Segmentation and Marketing,
Products, services and Branding Strategies
Marketing Communication
Marketing and Social Responsibility
Personal selling and Direct Marketing
Marketing and Information Communication Technology
Marketing and research
Method of teaching and learning
Lectures, Tutorials, Field Visit, Surveys, Demonstrations
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended reading
Cottle Philp, amstrong Gary, (11th ed) (2006) Principals of Marketing, Perntice Hall of India
McMaster, Mark, (2001) A Life Time of Sales, Sales & Marketing Management
Porter, Michael, E. (1985) Competitive Advantage: Creating & Sustaining Superior Performance, New York, Free Press
Lane Keller Kevin, (2nd ed) (2003) Strategic Brand Management, Upper Saddle River, Prentice Hall
Cottlr Philp, (11th ed) (20036) Marketing Management, Upper Saddle River, Prentice Hall.
