Strategic Management and Business policy

Subject Code:
Course Type:
Hours/week: L T P
Total Hours:

15MBA31
Management
310
50 (35L+15T)

Credits:
CIE Marks:
SEE Marks:
SEE Duration:

4
50
50
3 Hours

Course Learning Objectives (CLOs):

1. Students will understand the fundamentals of strategic management.
2. Students will be able to assess the internal and external environment of the
organization prior to strategy development.
3. Students will know the techniques of corporate level strategies.
4. Students will analyze business level strategies of the organization.
5. Students will evaluate strategy implementation and control process.
Detailed Syllabus:
Unit 1

9 Hours

Introduction to Strategic Management

Nature and Scope - Definitions of various strategic terms Strategy, Corporate Strategy,
Business Strategy, Operational Strategy Competitive Advantage and generic building blocks,
Sustainable Competitive Advantage, Resources, Capabilities, Resource Based View of the
Organization, core competency, distinctive competency, Mission, Visions, Goals, Objectives,
Business Model, Strategy Making Process: cursory concepts, Market architecture: role of
institutions, law and contracts , Strategic thinking

Unit 2

9 Hours

Internal and external analysis

External Analysis: Strategic Groups, Competitor Analysis: Porters Five force model,Product
based, platform based and otherforms of competition.EFE (External Factor Analysis) Industry
Life Cycle, PESTLED,CPM Matrix(Competitive Profile) Matrix
Internal Analysis: Value Chain Concept and Analysis, IFE (Internal Factor Evaluation) Matrix
SWOT, TOWS matrix, SPACE matrix

Unit 3

14 Hours

Corporate Level Strategies

Corporate-level Strategy: Horizontal and Vertical Integration, Cooperative Relationships,
Strategic Outsourcing, Related and Unrelated Diversification Strategy in the Global
environment: Porters Diamond, Profitability and profit growth through global expansion, Cost

reduction and local responsiveness pressures, choosing a global strategy, Basic entry
decisions, Global strategic alliances, Mergers & Acquisitions Strategic Change and Turnaround
Strategy: Change Management, Turnaround Strategy, Innovation, Strategic cooperation,
Modularization and outsourcing

Unit 4

9Hours

Business Level StrategyCompetitive positioning and the business model, Competitive positioning and business-level
strategy, Competitive positioning: Generic business level strategies, Dynamics of competitive
positioning: Strategic Groups included Strategies in fragmented, embryonic, growth industries,
Navigating through life cycle to maturity, Strategy in mature and declining industries, Game
Theory

Unit 5

9 Hours

Strategic Implementation and Control

Implementing Strategy through Organizational Design: Controls, Structure, Culture; Building
Distinctive Competencies at the functional level implementing strategy in companies operating
in single industry, across industries and countries, Strategic Audit; Strategy Review, Evaluation
and Control Balanced Score Card
Recommended Books
1. Hill, Charles W. L. and Jones, G. R. (2012). Strategic Management Theory:
An integrated approach (10th ed.). Cengage Learning.
2. Haberberg, Adrian and Rieple, A. (2007). Strategic Management: Theory &
Application. Oxford University Press.
Reference Books
1. David, Fred.R . (2010). Strategic management: concepts (13th ed.). Prentice Hall.
2. Hitt, Michael. A., Hoskisson, Robert. E. , Ireland, R. Duane., & Manikutty, S. (2012). Strategic
management. Cengage Learning.
3. Thompson, A. A. & S. (2003). Strategic management: concepts and cases (13 th ed.).
McGraw- Hill.
4. Hunger, J. David., & Wheelen, T. L. (2000). Strategic management (7th ed.). Prentice Hall.
5. Jauch, Lawrence. R., & Glueck, W. F. (1989). Strategic management and business policy (3rd
ed.). McGraw-Hill Education.
6. Johnson. (2008). Exploring corporate strategy: text and cases (7th ed.). Pearson Education
7. Pearce, John. A., & Robinson, R. B. (1988). Strategic management: strategy formulation and
implementation. Irwin Publications.

8. Srinivasan, R. (2008). Strategic management: The Indian Context (3rd ed.). PHI.

Course outcome (CO);

After completing the course students will be able to
1.
2.
3.
4.
5.

Know the strategic premises.

Assess the internal and external factors those influence crafting a strategy.
Synthesize corporate level strategies adopted by various companies.
Evaluate the influence of business level strategy.
Understand strategy implementation and control.

S.No

Blooms Taxonomy
Level
Remember
Understand
Apply
Analyze
Evaluate
Create
Total Marks

1
2
3
4
5
6

Test
1

Test
2

10

10

10

10

25

25

Assignmen
t

Semina
r

Class
Performance
05
05

10
10
20

10
10
20

10

Scheme of Semester End Examination (SEE):

S.No
1
2
3
4
5
6

Blooms Taxonomy Level

Remember
Understand
Apply
Analyze
Evaluate
Create
Total Marks

Semester-End Examination
9
30
24
17
20
0
100

Retail Marketing
Subject Code:
Course Type:
Hours/week: L T P
Total Hours:

15MBAMM302
Management
310
50 (35L+15T)

Credits:
CIE Marks:
SEE Marks:
SEE Duration:

Course Learning Objectives (CLOs):

1. Students will understand the fundamentals of retail marketing
2. Students will be able to assess the retail marketing mix

4
50
50
3 Hours

3. Students will know the techniques of retail supply chain management.

4. Students will analyze retail store management strategies.
5. Students will evaluate retail trends and legislations.
Detailed Syllabus:
Unit 1

9 Hours

Introduction to retail
Retail Environment, Retail strategy, Retail location, Catchment area/ trading area analysis, Site
selection. Footfall analysis.

Unit 2

9 Hours

Retail marketing mix

Fundamentals of merchandising, Merchandise planning, Assortment planning, Category
management, Retail branding, Retail pricing, Retail promotion

Unit 3

14 Hours

Retail Supply Chain management

Introduction to retail supply chain, Introduction to retail buying, Buying system, Vendor
management, Retail distribution center, Material handling

Unit 4

9 Hours

Retail Store management

Managing the store employees,, Store planning, Visual Merchandising, Standard Operating
Procedures ( SOP), Retail Shrinkage. GMROI, GMROF, GMROL, EOM, BOM, Model stock
Plan, Basket analysis and Open to Buy System (OTB).

Unit 5

9 Hours

Retail trends and legislations

International retailing, online retailing, me -tailing, App based retailing, Social Media and
retailing and Retail legislations in India.

Recommended Books
1.

Retailing Management, Levy and Weitz, McGraw-Hill.

2.

Retailing Management, Berman and Evans.

3.

International Retail Marketing, Margret Bruce, Christopher Moore.

4.

Principles of Retailing- John Ferine, Christopher Moore and Suzanne Ferine

5.

Strategic Marketing for success in Retailing- A Coskun Samli

Reference Books
6.

Retail Management Swapna Pradhan.

7.

Fashion Buying- Helen Goworek

8.

Consumer centric category management A. C. Neilson.

9.

Strategic retail Management- Joachen Zentes and Drick Morschet

10.

Winning Retail- Kevin Graff and Jan Ciuciura

11.

Beyond basic product planning by Terry J Donofrio.

12.

Retail product management Rosemary

13.

Retail management- Dunne and Lush

14.

Retail Management- Patric Cash

Course outcome (CO);

After completing the course students will be able to
1.
2.
3.
4.
5.

Know the retail environment and location decisions.

Assess the assortments of retail market mix
Synthesize retail supply chain strategies
Evaluate the retail store management practices
Understand retail trends and legislations.

S.No
1
2
3
4
5
6

Blooms Taxonomy Level

Remember
Understand
Apply
Analyze
Evaluate
Create
Total Marks

Test 1

Test 2

10

10

10

10

25

25

Assignment

Seminar

Class Performance
05
05

10
10
20

10
10
20

10

Scheme of Semester End Examination (SEE):

S.No
1
2
3
4
5
6

Blooms Taxonomy Level

Remember
Understand
Apply
Analyze
Evaluate
Create
Total Marks

Semester-End Examination
9
30
24
17
20
0
100

Services marketing
Subject Code:
Course Type:
Hours/week: L T P
Total Hours:

15MBAMM303
Management
310
50 (35L+15T)

Credits:
CIE Marks:
SEE Marks:
SEE Duration:

4
50
50
3 Hours

Course Learning Objectives (CLOs):

1. Students will understand the fundamentals of services marketing
2. Students will be able to assess the financial services and healthcare services
strategies.
3. Students will know the techniques of IT and professional services marketing..
4. Students will analyze logistics services strategies..
5. Students will evaluate tourism marketing and educational services trends.
Detailed syllabus:
Unit 1

9 Hours

Introduction to services
Indian services sector, Tangibility spectrum, Services marketing triangle, Services Marketing

characteristics, Services marketing mix, Services quality (SERVQUAL, SERVPERF, E- QUAL)

and services Gap model.

Unit 2

9 Hours

Financial Services and Health care services

Introduction to banking services, Retail banking services, Portfolio management services, Real
estate services, Mutual fund services and Insurance services marketing
Case study: Comparison of South Indian Bank and Barclays banks retail products (Ravi
Shanker)Hospital services, wellness and lifestyle marketing, medical transcription
Case study: Apollo Hospitals, IIM Ahmedabad.

Unit 3

14 Hours

Information technology Marketing and professional services

Classification of software, software pricing, Digital channels of software delivery, Software
promotion, BPO and KPO marketing. Case study: Infosys: Harvard Business school
Consultancy services, advertising agencies, market research agencies, media services
marketing (broadcast and Newspaper), Auditing firms, recruitment services firms, Legal firms
Case study: Mudra communication, Richard Ivey.

Unit 4

8 Hours

Logistics services marketing

Courier marketing, Transportation and express cargo marketing, 3PL and 4PL services.
Case study: Indian railways at cross roads ( RajendraNaragundkar)

Unit 5

10 Hours

Tourism marketing and education services.

Airline marketing, railway marketing,online travel portals, Hospitality industries. Case study:
Indigo Airlines, Stanford University.
Medical, engineering and other professional education services, Vocational education services,
Coaching centers, Testing services and online education marketing Case study: Super 30 and
Akash institute

Recommended Books:
1.
2.
3.
4.
5.
6.
7.

Zethmal Valarie, Ajay Pandit Services Marketing McGraw-Hill, 4th Edition

NargundkarRajendra Services marketing, McGraw Hill 2nd Edition
Richard K Thomas, Health services marketing, Springer
Hoch and Rodeng, Secrets of software success, Harvard Business school press,
Michel Roe, Marketing professional services, Routledge.
Tapan Panda, Tourism marketing, ICFAI university Press, 2006
Sameer Deshpande, Social Marketing In India, Sage.

Reference Books
1. KapoorRamneek and Paul Justin Services marketing concepts and practices, McGrawHill
2. Ravi Shanker, Services marketing Indian perpectives, Excel Publications
3. Philip. D. cooper Healthcare marketing, An Asian publication, Aspen Publishers.
4. Eric N, Berkowictz, Health care marketing,
5. Marie Muller, Healthcare services marketing, Juta and company
6. Edward Hosted, Software that sells, Wiley publishing, 2005.
7. BalramDogra, Strategic Outsourcing, Deep and Deep.
8. Anthony and Thomas, IT services cost and marketing, Prentice Hall.
9. Kaiser Stephen, Strategic management of professional firms, Springer.
10. Fiedella Mathews, How to start courier business, Sam Enrico.
11. Madan Birla, FedEx delivers,
12. Prasanna Kumar, Marketing of hospitality and tourism services, McGrawHill
13. J. A. Bennet, Introduction to travel and tourism marketing, Juta education
14. Felix Maringe, Marketing higher education,

Course outcome (CO);

After completing the course students will be able to
1.
2.
3.
4.
5.

Know the services gap model.

Assess the financial and healthcare services.
Synthesize the IT and professional services marketing strategies.
Evaluate the logistics marketing strategies.
Understand concepts of tourism and educational services marketing.

S.No
1
2
3
4
5
6

Blooms Taxonomy Level

Remember
Understand
Apply
Analyze
Evaluate
Create
Total Marks

Test 1

Test 2

10

10

10

10

25

25

Assignment

Seminar

Class Performance
05
05

10
10
20

10
10
20

10

Scheme of Semester End Examination (SEE):

S.No
1
2
3
4
5
6

Blooms Taxonomy Level

Remember
Understand
Apply
Analyze
Evaluate
Create
Total Marks

Semester-End Examination
9
30
24
17
20
0
100

Sales Management:
Subject Code:
Course Type:
Hours/week: L T P
Total Hours:

15MBAMM305
Management
310
50 (35L+15T)

Credits:
CIE Marks:
SEE Marks:
SEE Duration:

4
50
50
3 Hours

Course Learning Objectives (CLOs):

1.
2.
3.
4.
5.

Students will understand the fundamentals of Sales management

Students will be able to design the requisites of sales management.
Students will assess the Selling process
Students will develop selling skills required by organization
Students will understand organizing and controlling sales

Detailed syllabus:
Unit 1
Introduction to sales management

9 Hours

Difference between marketing and selling, Personal selling and salesmanship, sales
organization structure and deployment, Sales force automation, e- selling, m- selling and
international sales management.

Unit 2

9 Hours

Sales design
Strategic sales plans, Time Management, territory management, Quota management, Sales
Budget, Sales account management: Account profile development, category management.
HR aspects of sales Management
Recruitment, selection, Training, compensating, motivating, team development, leading and
performance appraisal.

Unit 3

9 Hours

Selling process
Prospecting, Lead generation techniques, cold calling techniques, Pre-approach, permission
marketing Approach, Need identification, sales presentation: Preparation, techniques and
evaluation. handling objections: Types of objections and Techniques of objection handling,
closing sales and methods of closing sales and follow-up.

Unit 4
Selling Skills

13 Hours

Selling traits and tasks, Problem solving skills, Negotiation skills, team building exercises,
Interpersonal skills, Listening skills and communication skills

Unit 5

10Hours

Organizing and controlling

Sales meetings, event management, Sales reports. Sales expense management.
Recommended Books:
1.
2.
3.
4.
5.
6.

Sales Management- Still and caundiff- Pearson.

Sales Management By Thomas Ingram Routledge..
Sales and distribution management By Tapan panda.
Sales management By Robert Kelvin McgrawHill.
Selling: Ramanuj Mujumdar- jaico
Professional Selling- Ingram- Thomson

Reference Books:
1.
2.
3.
4.
5.
6.

Selling and sales Management- Robert D Hisrich- Barrons.

A practical approach to sales management- Vashisht- Atlantic.
The art of mastering sales management- Charles
Sales Management- Tanner pearson.
Sales ManagementBy U.C Mathur- New Age.
Critical selling Justin- willey.

Course outcome (CO);

After completing the course students will be able to
1.
2.
3.
4.
5.
S.No
1
2
3
4
5
6

Know the fundamentals of Sales management

Assess the sales design techniques
Imbibe selling skills
Evaluate selling process
Understand organizing and controlling the sales.

Blooms Taxonomy Level

Remember
Understand
Apply
Analyze
Evaluate
Create
Total Marks

Test 1

Test 2

10

10

10

10

25

25

Assignment

Seminar

Class Performance
05
05

10
10
20

10
10
20

10

Scheme of Semester End Examination (SEE):

S.No
1
2
3

Blooms Taxonomy Level

Remember
Understand
Apply

Semester-End Examination
9
30
24

4
5
6

Analyze
Evaluate
Create
Total Marks

17
20
0
100

Supply Chain Management:

Subject Code:
Course Type:
Hours/week: L T P
Total Hours:

15MBA42
Management
310
50 (35L+15T)

Credits:
CIE Marks:
SEE Marks:
SEE Duration:

4
50
50
3 Hours

Course Learning Objectives (CLOs):

1. Students will understand the fundamentals of logistics and supply chain
2.
3.
4.
5.

management
Students will be able to design distribution network.
Students will know the procurement and sourcing management.
Students will analyze supply chain models.
Students will evaluate supply chain network strategies and trends.

Detailed syllabus:
Unit 1
Logistics and Supply chain Management

9 Hours

Logistics management: Warehousing Decisions, Transportation Decisions, Third Party Logistics,

Logistics Engineering, Reverse Logistics, Global Logistics,

Understanding Supply Chain Management: Introduction and definitions, Inventory Management
Different Policies, Levers, Echelon Inventory, Uncertainty and risk analysis, Supply Chain
Performance Measures, Service Supply Chain, Supply Chain Management in India,
Entrepreneurship and Supply Chain

Unit 2

9 Hours

Designing & Managing Channel Partners Distribution

Role of Distribution Channels, Product Life Cycle and Distribution Challenges, Managing
Customer Relationships, Measuring Channel Performance, Managing Channel Conflict

Unit 3

9 Hours

Procurement and Sourcing Management

Development of Supply Strategies, Purchasing Performance Evaluation, Supplier Price & Cost
Analysis, Value Analysis, Purchasing & Supply Negotiations, Contract Administration &
Management, Legal Aspects of Purchasing, Sourcing & Contracts

Unit 4
Supply Chain Modeling

13 Hours

Overview of optimization modeling and techniques, Distribution Center Location Models, Supply
Chain Network Optimization Models, Vehicle Routing Models, Inventory Deployment Models,
Risk Management of Supply Chains, Project Management: PERT and CPM, Simulation,
Decision Tree Applications

Unit 5

10Hours

Supply Network Strategy and Trends

Introduction & Strategic Sourcing, Supply Contracts, Supply Chain Coordination, Supply Chain
Innovation, Supply Chain Resilience, Quality Management, Six sigma & Lean Management
Concepts, E-commerce, ERP, RFID & Recent Advances in Technology, Taxation & supply
chains, green supply chains and supply chain sustainability.

Recommended Books:
1. Supply chain Management- A logistics Perspective- Coyle- Cenege.
2. Supply Chain Management: Strategy, Planning, and Operation by Sunil Chopra and
Peter Meindl 3. Purchasing and Supply Chain Management: Analysis, Strategy, Planning and Practice
by Arjan J. Van Weele
4. Designing and Managing the Supply Chain by David Simchi-Levi, Philip Kaminsky and
Edith Simchi-Levi

5. Strategic Supply Chain Management: The Five Core Disciplines for Top Performance by
Shoshanah Cohen and Joseph Roussel

Reference Books:
1. Introduction to e- supply chain Management- David Fredrick Ross- CRC Press.
2. Essentials of Supply Chain Management by Michael H. Hugos
3. Logistics and Supply Chain Management by Martin Christopher
4. Purchasing and Supply Chain Management by Robert Monczka, Robert Handfield,
5.

Larry Giunipero and James Patterson

Logistics Management and Strategy: Competing through the Supply Chain by Alan

6.

Harrison and Remko Van Hoek

Manufacturing Planning and Control for Supply Chain Management by F. Robert

Jacobs, William Berry, D. Clay Whybark and Thomas Vollmann

7. Supply Chain Logistics Management by Donald Bowersox, David Closs and M. Bixby
Cooper

Course outcome (CO);

After completing the course students will be able to
1.
2.
3.
4.
5.

Know the fundamentals of logistics and supply chain management..

Assess the distribution designs.
Synthesize procurement and sourcing practices.
Evaluate supply chain models
Understand supply chain network strategies and trends.

S.No
1
2
3
4
5
6

Blooms Taxonomy Level

Remember
Understand
Apply
Analyze
Evaluate
Create
Total Marks

Test 1

Test 2

10

10

10

10

25

25

Assignment

Seminar

Class Performance
05
05

10
10
20

10
10
20

10

Scheme of Semester End Examination (SEE):

S.No
1
2
3
4
5
6

Blooms Taxonomy Level

Remember
Understand
Apply
Analyze
Evaluate
Create
Total Marks

Semester-End Examination
9
30
24
17
20
0
100

Customer Relationship Management:

Subject Code:
Course Type:
Hours/week: L T P
Total Hours:

15MBAMM404
Management
310
50 (35L+15T)

Credits:
CIE Marks:
SEE Marks:
SEE Duration:

4
50
50
3 Hours

Course Learning Objectives (CLOs):

1.
2.
3.
4.
5.

Students will understand the fundamentals of CRM

Students will be able to understand customer relationships.
Students will assess the customer value..
Students will know CRM implementation and control techniques.
Students will solve customer metrics to have better customer insights..

Detailed syllabus:
Unit 1
Defining CRM

9 Hours

Difference between customer, consumer and prospect, consumer buying process, types of
consumer behavior.CRM Marketing initiatives, customer service, sales force automation, eCRM, Strategic CRM, analytical CRM, operational CRM, collaborative CRM, commercial
contexts of CRM and CRM models.

Unit 2

9 Hours

Understanding relationships
Relationship definition, theories of relationship, satisfaction profit chain, customer satisfaction,
loyalty and business performance.

Supplier, partner, investor and employee relationships.

Managing customer relationship on social media and internet. Buzz marketing, word of mouth
communication. customer centricity.

Unit 3

9 Hours

Customer value
Creating value for customers, customer acquisition, customer engagement, customer retention
and development, IT for customer relationships. Customer Lifetime value (problems), sentiment
analysis, text clouding and big data analytics in creating customer value.

Unit 4

13 Hours

CRM implementation and control

Design stage, customer development, customer portfolio management, customer database
management, customer experience, integration, reporting, data migration, testing. Consumer
privacy, Maintain CRM, Enhancing CRM, Monitoring vendor ecosystem. Organizational issues
and customer relationships.

Unit 5

10Hours

CRM metrics ( theory and problems)

Market share, sales growth, acquisition rate, acquisition cost, average inter purchase time,
retention and defection rate, survival rate, , P active, size of wallet, share of wallet, transition
matrix.RFM, customer equity, customer selection : profiling, binary classification, logistics
regression and LIFT analysis.

Recommended Books:
1.
2.
3.
4.

The CRM handbook- A business guide to CRM Jill Dyche..

CRM fundamentals, Brian Paulen Apress.
Customer relationship management francis Buttle, routledge.
Customer relationship Management; concept, strategy and tools V. Kumar

Reference Books:
8. CRM at speed of light- Paul Greenburg. .
9. CRM by Mukesh Chaturvedi - excel
10. CRM fundamentals: Scott- Apress.
11. CRM Simon Knox- BH publication.
12. The definitive guide to Social CRM- Golden berg- Pearson.

Course outcome (CO);

After completing the course students will be able to
1.
2.
3.
4.
5.
S.No
1
2
3
4
5
6

Know the fundamentals of CRM

Assess the customer relationships
Synthesize customer metrics
Evaluate CRM implementation
Understand customer value.

Blooms Taxonomy Level

Remember
Understand
Apply
Analyze
Evaluate
Create

Test 1

Test 2

10

10

10

10

Assignment

Seminar

Class Performance
05
05

10
10

10
10

Total Marks

25

25

20

20

10

Scheme of Semester End Examination (SEE):

S.No
1
2
3
4
5
6

Blooms Taxonomy Level

Remember
Understand
Apply
Analyze
Evaluate
Create
Total Marks

Semester-End Examination
9
30
24
17
20
0
100

Digital Marketing
Subject Code:
Course Type:
Hours/week: L T P
Total Hours:

15MBAMM405
Management
310
50 (35L+15T)

Credits:
CIE Marks:
SEE Marks:
SEE Duration:

Course Learning Objectives (CLOs):

1.
2.
3.
4.

Students will understand the fundamentals of digital marketing

Students will be able to design content, email and search campaigns
Students will know essentials of mobile, video and social media marketing
Students will analyze digital transformations of firms

4
50
50
3 Hours

5. Students will evaluate digital marketing metrics

Detailed Syllabus:
Unit 1
Introduction to digital marketing

9 Hours

Transforming from traditional to digital values, A digitally challenged enterprises, drivers of

change. Digital marketing mix.
Unit 2
Content , e- mail and search marketing

9 Hours

Holistic liquid content strategies, 70/20/10 content planning models, Types of search marketing,
language of search, Search engine optimization, Succeeding search marketing, email
etiquettes, e- mail campaign,
Unit 3
Mobile, video and Social media marketing

9 Hours

Mobile Marketing: Market size and rate of growth, location, gaming, applications, privacy ,SMS
and MMS campaigns, Internet of Things(IoT), video edit and publishing, video channels, video
experience building, video community and traffic management. Social media, Social media
channels, Social media engagement. Future of social media.
Unit 4
Digital transformation:

13 Hours

Digital leadership principles, designing digital organizations, digital innovations. Website

strategies, Display management. Digital communications.
Unit 5
Digital marketing metrics ( theory and problems)

10Hours

Social media analytics, search analytics, audience measurement, content analysis, engagement
analysis, digital influence, ROI, Mobile analytics. email metrics

Recommended Books
1. Understanding digital marketing: Damian Ryan Kogan.
2. Digital marketing By Ira Kauffman- Routledge.
3. Digital marketing metrics- Check Hemann- Que.
4. Digital marketing- Eric Greenburg- McGraw Hill.

Reference Books
1. Digital marketing- Godfrey Parkin- New Holland
2. Digital marketing will rowan Kogan.
3. Digital marketing for dummies- Ben carter- Willey.
4. Digital marketing A practical approach Alan Chartsworth- Routledge.
5. Complete digital marketing SteveMyring.
6. Digital marketing Debra Zahay- Business expert press.
Course outcome (CO);
After completing the course students will be able to
1.
2.
3.
4.
5.

Know the fundamentals of digital marketing..

Assess the content, email and search marketing effectiveness
Discuss the mobile, video and social media marketing strategies.
Evaluate digital transformations in firms.
Understand digital marketing metrics.

S.No
1
2
3
4
5
6

Blooms Taxonomy Level

Remember
Understand
Apply
Analyze
Evaluate
Create
Total Marks

Test 1

Test 2

10

10

10

10

25

25

Assignment

Seminar

Class Performance
05
05

10
10
20

10
10
20

10

Scheme of Semester End Examination (SEE):

S.No
1
2
3
4
5
6

Blooms Taxonomy Level

Remember
Understand
Apply
Analyze
Evaluate
Create

Semester-End Examination
9
30
24
17
20
0

Total Marks

100