MBA

 [In Marketing Management]

Syllabus
of Marketing

 

 

Third
Semester: Marketing Management Specialization  

 

Paper-1,
Advertising and Sales Promotion    

 

Unit
– 0, Advertising and Sales Promotion   

Public Services Advertising,
Types of Advertising, Effect on memories and behavior, Future of Advertising,   

  

Unit
– 1, Introduction to Advertising     

Introduction,
Unit Objectives, Advertising Classification, Economic, Social and Ethical
Issues, Client and Advertising Agency, Functions and Benefits, Summary,
Exercise and Questions

 

Unit
– 2, Marketing Communications     

Introduction,
Unit Objectives, Source, Message and Medium Factors, Consumer Behaviour
Perspective and Advertising Response Process, Summary, Exercise and Questions

 

Unit
– 3, Segmentation and Positioning      

Introduction,
Unit Objectives, Brand Awareness, Brand Attitude and Feelings, Brand Equity,
Image and Personality, Advertising Objectives and Budget Allocation, Summary,
Exercise and Questions

 

Unit
– 4, Media Planning and Strategy      

Introduction,
Unit Objectives, Media Evaluation, Support Media, The Internet, Summary,
Exercise and Questions

 

Unit
– 5, Creative Strategy – Planning and Development      

Introduction,
Unit Objectives, Creating Strategy – Execution and Evaluation, Planning
Advertising Campaign, Advertising Research, Summary, Exercise and Questions

 

Unit
– 6, Sales Promotion     

Introduction,
Unit Objectives, Sales Promotion and Consumer Behaviour, Sales Promotion
Objectives and Budgeting, Sales Promotion Design Issues, Planning Guidelines
and Evaluation, Summary, Exercise and Questions

 

Unit
– 7, Sales Promotion Tools and Techniques      

Introduction,
Unit Objectives, Consumer Promotion, Trade Promotions, Summary, Exercise and
Questions

 

Paper-2, Management of Services     

 

Unit
– 0, Management of Services   

What is Marketing?,
Characteristics of Services, Service Marketing Mix, Physical Evidence

 

Unit
– 1, Conceptual Issues in Services   

Introductions, Unit Objectives, increasing
Importance of Services, All Principles of Marketing apply to services, Nature
of Services, Summary, Questions and Exercise

 

Unit
– 2, Understanding Services Phenomenon    

Introductions, Unit Objectives, Distinguishing
Features of Services, Managing Services, Summary, Questions and Exercise

 

Unit
– 3, Role of Services in Economy  

Introductions, Unit Objectives, The
Emergence of the Service Economy, Overview of the Indian Economy, Services
Sector in the Indian Economy, Summary, Questions and Exercise

 

Unit
– 4, Services, Characteristics and Marketing Implications  

Introductions, Unit Objectives, Distinguishing
Features of Service, Classification of Services, Summary, Questions and
Exercise

 

Unit
– 5, Extended Marketing mix for Services    

Introductions, Unit Objectives, The
Service, Promotion, Price, Place, People, Physical Evidence, Process, Summary,
Questions and Exercise

 

Unit
– 6, Differentiation Strategies    

Introductions, Unit Objectives, Elements
of Positioning, Service Differentiation, Summary, Questions and Exercise

 

Unit
– 7, Services Quality  

Introductions, Unit Objectives, Defining
Service Quality, Researching Service Quality, Servqual, Setting Quality
Standards, Managing The Marketing Mix for Quality, Organizing and Implementing
Service Quality, Summary, Questions and Exercise

 

Unit
– 8, Services Strategies    

Introductions, Unit Objectives, Customer
and Customer Value in Services, The Service Product, Managing the Service
Encounter, Blueprinting, Developing Relationships with Customers, The
Management of Customer Demand, Distribution Strategy, Pricing of Services,
Promoting Services, Summary, Questions and Exercise

 

Paper-3, Marketing Research     

 

Unit
– 0, Marketing Research    

Marketing Research
Characteristics, Comparison with other forms of Business Research, Types of
Marketing Research, Marketing Research Methods, Business to Business Market
Research, International Marketing Research, Careers in Marketing Research

 

Unit
– 1, Nature and Scope of Marketing Research     

Introductions, Unit Objectives, Need
to know the Customer, Definition and Meaning of Marketing Research,
Applications of Marketing Research, Marketing Research Suppliers and Services, Summary,
Questions and Exercises, Further Reading     

 

Unit
– 2,The Marketing Research Process      

Introductions, Unit Objectives, Research
Brief, Types of Research Methods, The Main Data Collection Stage, Survey
Methods, Questionnaire Design, Pilot Stage, Data Analysis and Interpretation,
Report Writing and Presentation, Scientific Method, Summary, Questions and
Exercises, Further Reading    

 

Unit
– 3, Types of Research Designs      

Introductions, Unit Objectives, Exploratory
Research, Descriptive Research, Experimental Research, Summary, Questions and
Exercises, Further Reading    

 

Unit
– 4, Value of Information      

Introductions, Unit Objectives, Secondary
Data, Primary Data, Questionnaire Construction, Types of Questionnaires, Summary,
Questions and Exercises, Further Reading    

 

Unit
– 5, Sampling      

Introductions, Unit Objectives, Sampling
Design Process, Types of Sampling, Summary, Questions and Exercises, Further
Reading    

 

Unit
– 6, Processing of Data      

Introductions, Unit Objectives, Tabulation
of Data, Analysis of Data, Univariate Analysis, Multivariate Analysis, Summary,
Questions and Exercises, Further Reading    

 

Unit
– 7, Attitude Measurement      

Introductions, Unit Objectives, Attitudes
as Evaluations, Methods of Measuring Attitudes, Scales of Measuring Attitudes,
Multidimensional Scaling, Summary, Questions and Exercises, Further
Reading    

 

Unit
– 8, Segmenting the Market      

Introductions, Unit Objectives, Customer
Value Proposition, Non – Segmented Markets, Purpose of Segmentation,
Segmentation and Market Entry, Process of Market Segmentation: Target
Marketing, Segmenting Consumer Markets, Combining Segmentation Variables,
Segmenting Organizational Markets, Evaluating Market Segments and Target Market
Selection, Summary, Questions and Exercises, Further Reading    

 

Unit
– 9, Product Research      

Introductions, Unit Objectives, Concept
Testing, Test Marketing, Real Time Product Reseach, New Product Research: A
Case Study of the Automobile Industry, Summary, Questions and Exercises,
Further Reading    

 

Unit
– 10, Advertising Research      

Introductions, Unit Objectives, What
should be Measured?, When and how to Measure?, Summary, Questions and
Exercises, Further Reading    

 

Unit
– 11, Sales Analysis and Forecasting      

Introductions, Unit Objectives, Potential
Market, Available Market, Served Market, and Penetrated Market, Company Sales
Forecasts, Sales Budgets, Sales Quota, and Sales Control, Sales Forecasting
Methods, Summary, Questions and Exercises, Further Reading    

 

Unit
– 12, Application of Marketing Research in India      

Introductions, Unit Objectives, Market
Research Society of India (MRSI), Television Ratings, Summary, Questions and
Exercises, Further Reading    

 

Paper-4,
International Business     

 

Unit
– 0, International Business        

International Business, Operations,
International Business in India, International Trade

  

Unit
– 1, Introduction to International Business      

Introduction,
Unit Objectives, Concept of Business (Business Definitions, Nature of Business,
Types of Business Activities, Characteristics of Business, Business Goals, Objectives
of Business, Role of Objectives, Responsibilities of a Business Towards Various
Interest Groups), Overview of International Business (International Marketing,
Comparison of International and Domestic Marketing, Problems in International
Marketing, Importance of International Business), Introducing Multinational
Firm (Environment of a Multinational Firm, Challenges of a Multinational Firm,
Opportunities for a Multinational Firm), Development of International Business
(Factors Leading to Growth of International Business), Comparison of Domestic
and International Business (Factors Changing Domestic Business to International
Business), The Future of International Business, Summary, Exercise and
Questions, Further Reading

 

Unit
– 2, International Business Environment       

Introduction, Unit Objectives, The
Concept of Political Environment, The Socio – Cultural and Ethical Environment
(Culture),The Economic System (Preliminary Economic Indicators), The
Multinational Financial Environment (Reasons for Increase in Importance of
International Finance, Need for Studying Multinational Financial Environment,
Finance Function in Global Context, Principles of Global Finance, Global
Finance Markets, International Monetary System, Financial Environment of Multinational
Corporation, The Foreign Exchange Market (Foreign Exchange Market Participants,
Factors Affecting Currency Trading, Trading in Foreign Exchange Markets,
Structure of Foreign Exchange Markets, Procedure of Currency Trading,
Transactions in Foreign Exchange Markets, Exchange Rate Quotations), The
Foreign Exchange Rate Risk, Summary, Exercise and Questions, Further Reading

 

Unit
– 3, Global Strategies of Business      

Introduction, Unit Objectives, Basic
Concept of Strategy (Definitions of Strategy, Importance of Strategy, Strategic
Business Unit), Introduction to business – level Strategies (Generic Business
Strategies, Cost Leadership Business Strategy, Differentiation Business
Strategy, Focus Business Strategy), Combination of Generic Business Strategies,
Tactics for Business Strategies (Timing Tactics, Location Tactics, Defensive
Tactics), Strategies for International Business (International Strategy,
Multi-domestic Strategy, Global Strategy, Transnational Strategy), Strategies
for Global Market Entry (Alternatives for Market Entry Strategy), Global
Strategies of Business in India (Obstacles to Globalization of Indian
Companies, Factors for Encouraging Globalization in India, Globalization
Strategies used by Indian Companies), Summary, Exercise and Questions, Further
Reading

 

Unit
– 4, Mergers and Acquisitions       

Introduction, Unit Objectives, An
Overview of Mergers and Acquisitions (Emergence of M & A, Reasons for M
& A, Motives behind M & A, M & A Integration Strategy, Financial
Accounting of M & A, Regulation of M & A), Mergers (Reasons for
Mergers, Types of Mergers, The Mergers Process, Issues during the Merger
Process, Corporate Merger Strategy), Acquisitions (Reasons for Acquisitions,
Types of Acquisitions, Benefits of Acquisitions, Hostile Acquisitions), M &
A Market Place Difficulties, The Greater Merger Movement (Short – run Factors,
Long – run Factors), Summary, Exercise and Questions, Further Reading

 

Unit
– 5, Global Brands and Organizational Behaviour        

Introduction, Unit Objectives, Concept
of Global Brands (Activities for Building a Great Global Brand), Strategic for
Global Brands, Building International Brands, Global Customer Behaviour, Global
Scenario of Organizational Behaviour, Approaches to Organizational Behaviour,Summary,
Exercise and Questions, Further Reading

 

Unit
– 6, Supply Chain Management and Global Distribution System       

Introduction, Unit Objectives, Supply
Chain, Nature and Concept of Supply Chain Management (Functions and
Contributions Supply Chain Management), Prerequisites for Supply Chain
Management (Phases of Supply Chain Management, Strategic Supply Chain
Management Activities), Types of Supply Chain Management, Supply Chain
Management Strategy (Cost Efficiency across the Supply Chain Network), Supply
Chain Policies, Global Distribution, Facility Location, Stocking Policy
(Storage and Warehouses, Stocking Policies and Tips), Material Handling
(Objectives of Materials Handling, Principles of Materials Handling, Materials
Handling Equipment), Role of Transportation in Global Distribution
(Transportation Alternatives, Importance of Transportation), Standards and
Testing Practices in Global Distribution (ISO 9000, Benefits of ISO 9000), Summary,
Exercise and Questions, Further Reading

 

Unit
– 7, Globalization       

Introduction, Unit Objectives, Introduction
to Globalization (Levels of Globalization, Advantages of Globalization),
Different Approaches Related to Globalization (Globalist Approach, Septic
Approach, Transformational Approach, Anti – globalist Approach), Drivers of
Globalization (Globalization of the Markets, Globalization of Production,
Falling Barriers to Trade and Investment, Technological Innovation), Summary,
Exercise and Questions, Further Reading

 

Paper-5,
International Marketing      

 

Unit
– 0, International Marketing    

What is international marketing?,
What is Global Marketing?, The Global marketing place, Political and Legal
Influences, Culture, Cross Cultural Marketing Research, Country Entry:
Decisions and Strategies, Entry Strategies, Product Issues International
Marketing, International Promotion, Pricing Issues in International Marketing,
International Distribution, 

  

Unit
– 1, Globalization: Thoughts and Process      

Introduction,
Unit Objectives, For and Against Globalization, Determinants of Global Trade,
Global Trade and Economy Flows During 2002 – 2003, International Competition,
Outgrowth of New Markets, Defining Concepts of Global Trade, Drivers of
Globalization, Organizing Global Marketing, Global Local Marketing, Objectives
of Global Marketing, Summary, Exercise and Questions, Further Reading  

 

Unit
– 2, Global Market Place: Environment and Management      

Introduction,
Unit Objectives, Key Aspects of International Marketing, The Global
Marketplace, The Triad Market, Asia – Caribbean – Pacific Rim Countries, Post –
Communist Countries, Latin America, The African Marketplace, China and India,
Global Market Segmentation, Grouping of Countries, Market Segmentation through
Perceptual Mapping, Niche Marketing, Summary, Exercise and Questions, Further
Reading 

 

Unit
– 3, International Monetary System      

Introduction,
Unit Objectives, Bretton Woods Conference, Globalization and Monetary
Institutions, Debt Crisis Management, Debt Crisis of the 1990s, Foreign
Exchange Rate, Purchasing Power Parity, Arbitrage and Currency Market, Global
Financial Trends and Banking System, Management of Finance by MNCs, Focus on
International Investments, Balance of Payments, Summary, Exercise and
Questions, Further Reading 

 

Unit
– 4, International Economic Environment      

Introduction,
Unit Objectives, Macroeconomic Environment, Microeconomic Environment,
Screening the Microeconomic Insights, Business Opportunities in Developing
Countries, Competitive Market Governance, Microeconomic Analysis of a
Sustainable Market Strategy, Some Major Conclusions on Microeconomic Factors, Summary,
Exercise and Questions, Further Reading 

 

Unit
– 5, Cultural Environment      

Introduction,
Unit Objectives, Defining Culture, Cultural Variables and International
Business Environment, Cultural Influence on Marketing – Mix, Business
Operations within Cultural Limits, Summary, Exercise and Questions, Further
Reading 

 

Unit
– 6, Political and Legal Environment      

Introduction,
Unit Objectives, Determining Political Environment, Political Interventions,
Political Systems, Political and Residual Risks in International Business,
Legal Outlook on International Business, Tariff Barriers, Anti – Dumping Laws,
Import Licensing, Summary, Exercise and Questions, Further Reading 

 

 

Paper-6,
Consumer Behaviour       

 

Unit1   Introduction to Consumer Behaviour- Consumer
Behaviour and Marketing Strategy, Understanding consumers and market segments.
Evolution of Consumer Behaviour, Consumer analysis and business strategy.

Unit 2 Psychological Foundations of Consumer Behaviour
- Consumer Motivation, Consumer Perception, Personality and Consumer Behaviour,
Learning and Behaviour Modification, Information Processing, Memory
Organisation and Function, Attitude Formation and Attitude Change.

Unit
3
Social and Cultural Environment Economic, Demographic, Cross
Cultural and Socio-Cultural Influences, Social Stratification, Reference Groups
and Family Influences, Personal influence.

Unit 4 Communication and Consumer Behaviour - Components
of communications process, designing persuasive communication and Diffusion of
Innovations.

Unit 5 Consumer Decision Processes - High and Low
Involvement, Pre-purchase Processes, Purchase, Post Purchase processes,
Consumption and evaluation, Brand Loyalty and Repeat Purchase Bahaviour.

Unit 6 Models of Buyer Behavior, Howard Model,
Howard-Sheth Model, EKB Model, Webster and Wind Model and Sheth Industrial
Buyer Behaviour Model.

Unit 7 Consumerism: The roots of consumerism, consumer
safety, consumer information, environmental concerns, consumer privacy,
legislative responses to consumerism and marketer responses to consumer issues.

Unit 8  Consumer Protection : Consumer Protection Act
1986, Central consumer protection council, state consumer protection councils,
consumer disputes redressal agencies, consumer disputes redressal forum,
National Consumer Disputes Redressal Commission.

 

Paper-7,
Brand Management        

 

Unit
– 0, Brand Management            

Types of Brands, Brand
Architecture, Why Branding, Keys to Branding your growing business

  

Unit
– 1, Introduction to Branding – Service Branding        

Introduction,
Unit Objectives, Understanding a Brand, Brand Attributes, Service Branding, Summary,
Questions and Exercises, Further Reading 

 

Unit
– 2, Brand Identity        

Introduction,
Unit Objectives, Brand Identity, Brand Image, Differences between Brand
Identity and Brand Image, Changing Brand Identity at Intel Corporation, Summary,
Questions and Exercises, Further Reading 

 

Unit
– 3, Identify Sources – Symbols, Logos, Trademarks        

Introduction,
Unit Objectives, Symbols, Logos, Visa, Kodak, Trademarks, Summary, Questions
and Exercises, Further Reading 

 

Unit
– 4, Advertising and Branding        

Introduction,
Unit Objectives, Building Brand Trust Through Advertising, How Advertising
Works, Developing the Advertising Strategy, Defining Advertising Objectives,
Establishing the Advertising Spend, Message Decisions, Media Decisions, Execute
Campaign, Evaluate Advertising Effectiveness, Improving Advertising Results,
Organizing Campaign Development, Summary, Questions and Exercises, Further
Reading 

 

Unit
– 5, Brand Creation Principles       

Introduction,
Unit Objectives, Brand Creation, Building a Corporate Brand, Building a Brand
without Using Mass Media, Brand Awareness, Brand Personality, Summary,
Questions and Exercises, Further Reading 

 

Unit
– 6, Time Effects        

Introduction,
Unit Objectives, Pyramid Model, Reinforcing and Revitalizing Brands, Summary,
Questions and Exercises, Further Reading 

 

Unit
– 7, Brand Extension        

Introduction,
Unit Objectives, What is Brand Extension?, Line Extension, Brand Stretching or
Vertical Extensions, Co – Branding, Summary, Questions and Exercises, Further
Reading 

 

Unit
– 8, Relationship of Brand and Product        

Introduction,
Unit Objectives, Relationship of Brand and Product – Strategies and Selection,
Portfolio of Brands – Strategies and Limitations, Retailer Brands,
Internationalization of Brands, Summary, Questions and Exercises, Further
Reading 

 

 

 

 

Paper-8,
Rural Marketing

       

Unit
– 0, Rural Marketing                

What Rural Market Buys?, Why
Rural Market?, Special Features of Rural Market, Rural Marketing in India
Economy, Rural Market – A World of Opportunity, Exercise and Questions  

  

Unit
– 1, Introduction to Rural Marketing       

Introduction,
Unit Objectives, Definition of Rural Marketing, Summary, Questions and
Exercise, Further Reading 

 

Unit
– 2, Rural Market Environment        

Introduction,
Unit Objectives, Population, Occupation Research, Income Generation, Location
of Rural Population, Expenditure Pattern, Literacy Level, Land Distribution,
Land Use Pattern, Irrigation, Development Programmes, Infrastructure
Facilities, Rural Credit Institutions, Rural Retail Outlets, Print Media in
Rural Areas, Rural Areas Requirements, Summary, Questions and Exercise, Further
Reading

 

Unit
– 3, Rural Demand and Rural Market Index        

Introduction,
Unit Objectives, Thompson Rural Market Index, Indicators Considered for Rural
Market Index, Summary, Questions and Exercise, Further Reading

 

Unit
– 4, Problems in Rural Marketing       

Introduction,
Unit Objectives, An underdeveloped People and Underdeveloped Market, Lack of
Proper Physical Communication Facilities, Media for Rural Communication, Many
Languages and Dialects, Vastness and Uneven Spread, Low Per Capita Incomes,
Logistics, Storage, Handling and Transport, Market Organization and Staff,
Product Positioning, Hierarchy of Markets, Low Levels of Literacy, Seasonal
Demand, Summary, Questions and Exercise, Further Reading

 

Unit
– 5, Marketing of Agricultural Inputs     
 

Introduction,
Unit Objectives, Consumable Inputs, Durable Inputs, Fertilizers, Product,
Price, Distribution, Promotion, SWOT Analysis of Fertilizer Market, Agro –
chemicals, Product, Price, Distribution, Promotion, SWOT Analysis of Agro –
chemicals Market, Seeds, Cattle, Poultry and Aqua Feeds, Tractors and Power
Tillers, Irrigation Equipment, Other Farm Machinery,  Summary, Questions and Exercise, Further
Reading

 

Unit
– 6, Marketing of Consumables and Durables     
 

Introduction,
Unit Objectives, Product, Price Distribution, Distribution Strategy – Hindustan
Lever, Promotion, Product Redesign or Modification Needs,  Summary, Questions and Exercise, Further
Reading

 

Unit
– 7, Marketing of Agricultural Produce and Rural and Cottage Industry Products        

Introduction,
Unit Objectives, Marketing of Agricultural Produce, Regulated Markets,
Formation of Cooperative Organizations, Contract Farming, Agricultural Export
Zones (AEZ), Marketing of Rural/ Cottage, Industry/Artisan Products, Summary,
Questions and Exercise, Further Reading

 

Unit
– 8, Role of Financial Institutions in Rural Marketing       

Introduction,
Unit Objectives, Agricultural Credit Situation, Types of Credit, Rural Credit
Institutions, National Bank for Agriculture and Rural Development, Commercial
Banks, State Cooperative Banks (SCBs), State Cooperative Agricultural and Rural
Development Banks (SCARDBs), Regional Rural Banks (RRBs), Flow of Institutional
Credit to Agriculture, Kissan Credit Card Scheme, Impact of Rural Market, Summary,
Questions and Exercise, Further Reading

 

Unit
–9, Role of Cooperative Institutional in Rural Marketing        

Introduction,
Unit Objectives, Cooperatives as Organizations, Structure of Cooperative
Organizations, Types of Cooperative Organizations, Share of Cooperatives in
National Economy, Impact of Cooperatives on Rural Marketing, Summary, Questions
and Exercise, Further Reading

 

Unit
– 10, Rural Marketing Strategies        

Introduction,
Unit Objectives, Rural Market Segmentation, Product Strategies, Pricing
Strategies, Distribution Strategies, Promotion Strategies, Social Marketing, Summary,
Questions and Exercise, Further Reading

 

 

The End 


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