MIP WORKBOOK BBA 5TH SEM

MARKETING IN PRACTICE
WORKBOOK
V SEM G,H,I &J
Name : ________________________
Reg No: ________________________

Marks obtained : ………/50 Marks Reduced : ……../05

Comments:
………………………………………………………………………………………………
……………………………………………………………………………………………….

Dr.Lakshman K/Dr.Ragavendra GS
Internal Examiner

Compiled by Dr.Lakshman K, for Private circulation at JU-CMS only

 MIP WORKBOOK BBA 5TH SEM

MODULE 1: MARKETING STRATEGIES

Learning Outcomes:
1.
2.
3.
4.
STRATEGY PROCESS-Fill up the empty boxes with reference to Ola.

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 MIP WORKBOOK BBA 5TH SEM

MARKETING STRATEGIES-Apply these strategies to a product given.

1.PORTERS GENERIC STRATEGIES

2.BCG MATRIX

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 MIP WORKBOOK BBA 5TH SEM

3.ANSOFF MATRIX

4. TREACY AND WIERSEMA’S MODEL

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 MIP WORKBOOK BBA 5TH SEM

5.BOTTOM OF PYRAMID

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 MIP WORKBOOK BBA 5TH SEM

MODULE 2: INTEGRATED MARKETING

COMMUNICATIONS
Learning Outcomes:
1.
2.
COMMUNICATION MIX-Apply it to a product given

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 MIP WORKBOOK BBA 5TH SEM

BRANDKEY-Apply it a brand given.

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 MIP WORKBOOK BBA 5TH SEM

MODULE 3: SERVICE MARKETING

Learning Outcomes:
1.
2.
3.
4.
SERVICE MARKETING MIX: Apply it to a service given.

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 MIP WORKBOOK BBA 5TH SEM

GAPS MODEL-APPLY TO A SERVICE GIVEN

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 MIP WORKBOOK BBA 5TH SEM

SERVICE RECOVERY-Apply it to a service given

Passives

Voicers

Complainers

Irates

Activists

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 MIP WORKBOOK BBA 5TH SEM

MODULE 4: MARKETING INFORMATION SYSTEM

Learning Outcomes:
1.
2.
3.
4.
MARKETING RESEARCH: Apply it to a service given.

1. Identification and
Defining the Problem:

7. Formulating
Conclusion, Preparing 2. Statement of
and Presenting the Research Objectives
Report:

3. Planning the
6. Data Processing and Research Design or
Analysis: Designing the Research
Study:

5. Data Collection: 4. Planning the Sample:

Compiled by Dr.Lakshman K, for Private circulation at JU-CMS only

 MIP WORKBOOK BBA 5TH SEM

MARKETING INFORMATION SYSTEM-Apply it to a film given.

Compiled by Dr.Lakshman K, for Private circulation at JU-CMS only

 MIP WORKBOOK BBA 5TH SEM

MODULE 5: SALES MANAGEMENT

Learning Outcomes:
1.
2.
3.
4.
SOSTAC MODEL-Apply

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 MIP WORKBOOK BBA 5TH SEM

MARKETING BUDGET:Set a budget for a product/service given.

SALES FORECAST TECHNIQUES

Jury of Test
Sales Force
Executive Marketing
Opinion.
Opinion. Result.

Consumer’s Market Factor Expert

Buying Plan. Analysis. Opinion.

Econometric Past Sales

Statistical
Model (Historical
Methods
Building. Method).

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 MIP WORKBOOK BBA 5TH SEM

MODULE 6: NEW CONTEXTS IN MARKETING

Learning Outcomes:
1.

Consumerism

Green
Marketing

Marketing
Ethics

B2B
Marketing

Relationship
Marketing

Internal
Marketing

Societal
Marketing

Network
Marketing

Cause
Marketing

Compiled by Dr.Lakshman K, for Private circulation at JU-CMS only

 MIP WORKBOOK BBA 5TH SEM

Notes :

Compiled by Dr.Lakshman K, for Private circulation at JU-CMS only