1 Marketing management course delivery using experiential learning principles and Bloom’s taxonomyProf. Azhar Shaikh & Ms. Geeta N. Department of Management Studies, BVBCET, Hubli Prof. Anjali Rane Head, Dept. of Business Administration Govt. First Grade College Karwar, Karnataka, India Ms. Shwetha Matti Dept. of Business Administration Fatima Degree College Hubli, Karnataka, India

2 Traditional method Classroom LecturesAssignments according to the module Evaluation on the basis of assignment submitted Students are good at concepts but were totally disconnected with the market activities

3 New pedagogy For better understanding of the subject, a set of assignments were designed Assignments were designed on the basis of predefined objectives using Bloom’s taxonomy

4 Objectives met with the help of these assignmentsCourse Learning Objectives (CLO): apply the techniques of marketing (L 3) categorize the consumers behaviour for better product positioning (L 4) Module Learning Objectives (MLO): recognize the importance of marketing in the competitive world (L 2) analyze the impact of marketing environment on the marketing plan (L 4) examine the factors influencing the consumer behaviour for better application of marketing tools (L 4) apply variety of marketing communication tools for successful marketing plan (L 3)

5 Assignment # 1 Market observation

6 Assignment - 10 unusual thingObjectives achieved by this assignment are as follows To recognize the importance of marketing in the competitive world (L 2) To analyze the impact of marketing environment on the marketing plan (L 4) Evaluation The presentation showing all those pictures with brief explanation of the same (10 marks) Experience sharing (5 marks) Outcome: Students started to look at the market in a all new way Not the customer’s perspective but a neutral observation

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8 Interaction with the business peopleAssignment # 2 Interaction with the business people

9 Assignment – Interaction with the business people (4Ps and 7Ps)Objectives achieved by this assignment are as follows To analyze the impact of marketing environment on the marketing plan (L 4) To examine the factors influencing the consumer behaviour for better application of marketing tools (L 4) Evaluation The presentation showing all those pictures with brief explanation of the same (10 marks) Experience sharing (5 marks) Outcome: Students were exposed to many new stories of entrepreneurial venture Some students were amazed at the local innovations to serve the customer better and faster. Students had learnt to introduce themselves well and talk to strangers

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11 Feedback from the students revealed:Students were enjoying the field visits They were able to understand the concepts well as they could see them They wanted more challenging assignments

12 Assignment # 3

13 Assignment – Sales ChallengeObjectives achieved by this assignment are as follows To examine the factors influencing the consumer behaviour for better application of marketing tools (L 4) To apply variety of marketing communication tools for successful marketing plan (L 3) Evaluation The presentation showing all those pictures and video compiled using Windows Movie maker (10 marks) Revenue generated (10 marks) Outcome: Students were able to make profit between 12.5% to 820% The fear of selling was reduced by this exercise Students were able to DO in real what they had LEARNT in the classroom Persuasion and negotiation skills learnt

14 The team is able to decide who is its customer base The team is able to sell The team is able to decide who is its customer base By observing, the team is able to analyze the situation and pitch accordingly to make the sales The team is able to apply the concepts of marketing to recognize the potential customers and make the sales pitch The team is able to understand the concept by visiting fields for customers The team remembers the concepts of marketing

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