important instructions

Lovely Professional University, Punjab
Course Code

Course Title

Course Planner

Lectures

MGT203

ESSENTIALS OF MARKETING

15845::Pardeep Bawa

Course Category

Tutorials Practicals Credits

Courses with conceptual focus

4.0

TextBooks
Sr No

Title

Author

Edition

Year

Publisher Name

T-1

Marketing

Paul Baines, Chris Fill,
Kelly Page and Piyush K.
Sinha

1st

2013

Oxford Higher Education

Author

Edition

Year

Publisher Name

Reference Books
Sr No

Title

R-1

Principles of Marketing Management: Philip Kotler, Gary
13th
South Asian Perspective
Armstrong, Prafulla Y
Agnihotri, Ehsan Ul Haque

2009

Pearson

R-2

Marketing Management : Global
Perspective Indian Context

V S Ramaswamy and S
Namakumari

4th

2009

MACMILLAN INDIA LIMITED

R-3

Marketing Management

Rajan Saxena

3rd

2009

Tata McGraw Hill, India

Other Reading
Sr No

Journals articles as Compulsary reading (specific articles, complete reference)

OR-1

Case: "Red Magazine: Women Consumers, Lifestyle Trends and the New Zeitgeist" of Oxford University Press ,

OR-2

Case: "Research Projects: Insight at Mary Holidays" of Oxford University Press ,

OR-3

Case: "Blackberry: Lessons in Strategic Positioning" of Oxford University Press ,

OR-4

Case: "Market Segmentation at GlobalTech" of Oxford University Press ,

OR-5

Case: "Building the 7E7: NPD at Boeing" of Oxford University Press ,

OR-6

Case: "Apple Inc — The Significance of ‘iPricing’" of Oxford University Press ,

OR-7

Case: "Dr. and the Ghostly Persuaders: Multi-step Flows of Communication in Medical Markets" of Oxford University Press ,

OR-8

Case: "Talking to Heidi: Choosing the Right Communications Mix" of Oxford University Press ,

OR-9

Case: "Planning to Sell Waterbeds: Aqua Style Waterbeds’ Strategic Planning" of Oxford University Press ,

OR-10

Case: "Seven-Eleven Japan: ‘Life