MBA AREA-3: MARKETING MANAGEMENT-
BA 673 Understanding Consumers
Unit 1:
Introduction to Consumer Analysis, Models of Consumer Behaviour, Market segmentation; Bases for segmentation, Criteria for effective targeting of market segments, Implementing segmentation strategies.
Unit 2:
Need and Motivation; Dynamic nature of motivation, Types and systems of needs, Frustration, Defense mechanism.
Unit 3:
Personality and Consumer Behaviour; Theories of personality, Personality and understanding consumer diversity, Self and self-image.
Unit 4:
Perception; Dynamic of perception, Consumer imagery, Perceived risk.
Unit 5:
Learning and Consumer Involvement; Behavioural learning theories, Cognitive learning theory, Brand loyalty; Attitude-Formation and Change; Attitude formation, Attitude change.
Unit 6:
Cultural and social influences on consumer behavior; Group influence and social media; Influence of income, occupation and social class on consumer behavior.
Text Books:
- Kanuk, Leslie & Schifman, Leon: Consumer Behaviour, Prentice Hall, India 2011
- Bannet, Peter D & Kassarjian, Harold, H.:Consumer Behaviour, Prentice Hall of India, New Delhi., 2000
References:
BA 674 SERVICES MARKETING
BA 675 Social Marketing
Unit 1: Type and concept of Social Marketing, nature and scope of social marketing, Basic principles of marketing and the “4 Ps” of Social marketing, Understanding Social marketing effort, Various stages.
Unit 2: Application of Social marketing, Identifying areas of social marketing, Process of Social marketing campaign,
Unit 3: Drivers of effective social marketing, Understand your target group, Contacting target groups, Research methodology in social marketing,
Unit 4: Designing and developing effective social marketing communication, tools directing to target audience, Challenges in social marketing
Unit 5: Social marketing to bring behavioural changes and benefits, Understanding associated cost while bringing changes, sustainable behavioural changes.
Unit 6: Identifying barriers to action and continuing with the changed behaviour, Monitoring progress through social marketing, controlling campaigning of social marketing.
Text Book:
BA 676 DIGITAL MARKETING
Unit 1:
Basic of E-Marketing; Transition from traditional business to e-business, E-business and e-commerce, Role of e-commerce in e-business
Unit 2:
Evolution of e-business and its stages, e-business models, Designing’ an ecommerce site.
Unit 3:
Digital business competitive and business strategy, Building competitive advantage through the digital network.
Unit 4:
Design and development of a business website, Steps involved in website development, Analysing website traffic.
Unit 5:
Building and launching business website, Change management.
Unit 6:
Promotions on the Website; Ordering; Delivery and Payment Intricacies; E-Marketing In India.
Text Book:
References:
- Bajaj, Kamlesh K. and Nag, Debjani. E – Commerce: The Cutting Age of Business, Tata McGraw Hill Publishing Company, New Deihl , 2004
- Bhasker, Bharat. Electronic Commerce: Framework, Technologies and Application, Tata McGraw Hill Publishing Company Limited, New Delhi, 2004.
- Kueglar, Jr. Web Advertising and Marketing, Prentice Hall of India Private Limited, New Delhi, 2004
677 INTEGRATED MARKETING COMMUNICATIONS
UNIT ONE: INTRODUCTION TO IMC
IMC: Meaning, role, functions and objectives.
Introduction to IMC methods: advertising, sales promotion, personal selling, direct marketing publicity, public relations.
The IMC planning process.
UNIT TWO: COMMUNICATION PROCESS
Analysing the communication process Source, Message, and Channel factors.
UNIT THREE: DEVELOPING THE IMC PROGRAMME
Establishing objectives
Creative Strategy: planning and implementation, Media planning and strategy
UNIT FOUR: MEDIA PLANNING AND STRATEGY
Evaluation of print and broadcast media; Other media
Direct marketing and sales promotion
The internet and interactive media
UNIT FIVE: MONITORING, EVALUATION AND CONTROL
Measuring the effectiveness of the IMC programme
UNIT SIX: IMC AND BRANDING
Branding: Basic concepts
The brand building process
Role of IMC in branding
Text Book:
BA 678 Contemporary Retailing
Unit 1: Introduction to Retail
Retailing defined, Evolution of retailing, Definition of Retailing, The Retail Environment: Economic, legal, technological, Competitive; Scenario of Retail in India, Drivers of Growth, Rural Impact, Challenges, Retail Structures, The Global Retail Scenario.
Unit 2: Retail strategy
Category Management, Efficient Consumer Response, Growth of Category Management, process of Category Management, Pricing Factors, Strategies of Pricing.
Unit 3: Contemporary Retailing
Retail in the digital age, Creating new customer experiences, Role of digital marketing and social media in retail, Importance of user research, Visual design Power and usage of customer data.
Unit 4: Retail Management Process and technology
Wheel of Retailing/Cyclical Theory, Dialectic Process, Retail Accordion Theory, Polarization Theory, Natural selection, Retail Management Process ; Current Technologies, Need of technology in retail, Benefits and Challenges.
Unit 5: Retail location and layout strategy
Decision making while choosing location, Demand estimation and methods, Objectives of layout and design, Importance of Layout, Steps for Preparing a Layout, Required Considerations in a Layout.
Unit 6: Retail Buying Strategy and relationship marketing
Buying objectives, Organizational purchase, Models of buying behaviour, buyer and their responsibilities; Creating Repeat Customers, Winning Customers and Loyalty, Behaviour of Shoppers, store Security.
Unit 7: Introductory analytics
Explore different types of analytics and why they are important for business, AI and the future of retail, Application of analytics by looking at some challenges for businesses.
Unit 8: Redesigning of distribution strategies, Marketing Channel: Functions and flows of marketing intermediaries, Types of channel members, Customer service standards, Vertical Marketing Structure, Physical Distribution: Integrated logistics and customer service standards, Transportation decisions, Warehousing decisions, Order processing, inventory decisions.
Text Books:
- Bajaj, C.; Tuli, R.; and Srivastava, N.: Retail Management. Oxford University Press
- Sinha, Piyush Kr and Uniyal, Dwarika P : Managing Retailing, Oxford University Press
BA 679 RELATIONSHIP MARKETING AND SALESMANSHIP
Relationship Marketing
Relationship Marketing explained, Relationship Marketing as a component of CRM, Strategies for Customer Bonding, Retention Tactics, Life Time Value (LTV) of Customer, Relationship Marketing tools, RM and Technology.
Salesmanship
Introduction to selling and salesmanship, The Selling Process.
Text Books:
- A particular text book shall not be followed. However, if you want better clarification of the class discussions and learn more about the topics you are encouraged to read the following books:
- Godson, Mark (2009). Relationship Marketing, Oxford.
- Gordon, Ian (1998) Relationship Marketing: New Strategies, Techniques and Technologies, John Wiley and Sons Canada, Ltd: Ontario
- Zeithaml, Valarie A; Bitner, Mary Jo; Gremler, Dwayne D. ; Pandit, Ajay (2018).
- Services Marketing, Tat McGraw Hill: New Delhi
BA 680 Product and Brand Management
Unit 1
Introduction to product: Competition and product strategy, Product life cycle, product portfolio, factors influencing product portfolio.
Unit 2
Managing new products: new product development process, new product strategy, managing growth of new product
Unit 3
Managing mature products: Competitive strategies, extending product life cycle, customer relationship management.
Unit 4
Introduction to brand management: What is a brand, why branding is important, branding challenges and opportunities, strategic brand management process, brand positioning and brand association, brand equity.
Unit 5
Growing and sustaining brand equity: Designing and implementing branding Strategies, launching brand extensions, managing brands overtime, developing a brand equity management system.
Unit 6
Measuring and interpreting brand performance: the brand value chain, brand architecture, brand hierarchy, brand extension, reinforcing brands.
Text Book:
- Kevin Lane Keller, M.G. Rameswaram: Isaac Jacob, Strategic Brand Management, Pearson, Latest Edition
- Donald R. Lehman and Russell S. Winer: Product Management, Tata McGraw Hill, Latest Edition
References:
- Michael Baker & Susan Hart: Product Strategy and Management, Pearson, Latest Edition
- Ramanuj Majumdar: Product Management in India, PHI EEE, Latest Edition
- Y.L.R. Moorthi: Brand Management, The Indian Context, Vikas Latest Edition
BA 681 Rural Marketing
Unit 1: Glimpse of Rural Market in India, Characteristics of rural market, rural market scenario in India and the developing world, opportunities present in rural market, challenges and strategies.
Unit 2: Rural market behaviour, Influences on Consumer behavior, consumer buying behaviour model, purchase decision process (with special reference to rural market)
Unit 3: Rural Economics/ Prevailing market environment, Rural environment: demographic, physical, social and political; Rural economic structure: firm and non firm structures, various income generating Govt. sponsored programmes for rural development -impact on demand creation.
Unit 4: Marketing mix for rural marketing,Planning of products for rural markets, Special characteristics of rural products, pricing concerns in rural market, Communication in rural market – opportunities and challenges
Unit 5: Distribution channels,Distribution pattern and methods in rural markets, Special characteristics of rural channels, distribution models in rural markets, rurallogistics. Weekly Haat or Bazar
Unit 6: Segmenting and targeting rural markets,Segmentation: Heterogeneity in rural markets, prerequisites for effective segmentation, degrees of segmentation, bases for segmenting rural consumer markets.
Targeting: Evaluation of rural segments, choosing a rural coverage strategy, positioning in rural market segments.
Text Book: