BM715H - Marketing Theory

Course Number & Title: BM715H – Marketing Theory

L-T-P-C: 3-0-0-6

Course Content / Syllabus:

Evolution of Marketing Concepts; School of Thoughts in Marketing; Service dominant logic for Marketing; Marketing Ideology; Prospect Theory and Mental Accounting; Heuristics, Biases & Normative Models of Decision Making; Consumer Behavior Analysis; Orientation & Marketing Metrics; Relationship Marketing; Contemporary Issues and Other Dominant Theories.

Books

Maclaran, P., Stern, B. B., & Saren, M., The SAGE handbook of marketing theory, Sage, 2009.
Baker, M. J., Brown, A. J., Brownlie, D., Crosier, K., Drayton, J. L., Kennedy, A., & Parkinson, S. T., Marketing: Theory & Practice, 3rd Edition, GB Globe Press London, 1995.

References

Indian Institute of Technology Guwahati

Proposal for a New Course