INNOVATIVE PRACTICE IN LEARNING MARKETING MANAGEMENTAND ENTRPRENEURIAL SKILL BY THIRD YEAR COMMUNITY RESOURCE MANAGEMENT STUDENTS

Market refers to a particular place used for the conduct of trade transactions. Marketing refers to the mechanism due to which the ownership of goods is transferred from the seller to buyers. Marketing Management takes place when at least one party to a potential exchange thinks about the means of achieving desired response from other parties. Entrepreneurship can be defined as a process of action an entrepreneur undertakes to establish his enterprise. An entrepreneur is a person who organizes and manages a business undertaking and assumes risks for the sake of profit. Objectives of the study: 1. to give the students an opportunity to practically understand the concepts of marketing management. 2. to create a platform to the students to realize their entrepreneurial skills. The sample consisted of 35 students from the Department of Community Resource Management from the College of Home Science, Nirmala Niketan. These students planned, organized and executed a sales and marketing activity for three days within the college under the guidance of one staff. The Research Design used for the study was ‘Exploratory’ and Purposive sampling was used. As the students were given a platform to experience sales and marketing, the students gained an understanding of the concepts of Marketing like cost-consciousness, Market Research, Target Group, demand forecasting, Marketing Strategies, Pricing and Risk taking through the practical exposure of the real market and its situation. They learned to interact with suppliers and consumer. The students got an opportunity to identify entrepreneurial skills like Marketing, Financial and leadership. They also learned that hard work and team work can lead to the success of an enterprise. It was concluded that the students should be given training for developing entrepreneurial ski