​Marketing – III Sem

Marketing Strategy – University Assessment – 100 marks

Course Content

1. Marketing strategy – Overview

2. Pillars of Marketing – STPD strategies

3. Market situation strategy - Leaders, challengers, followers, nichers

4. Competition analysis – Porter's 5 forces model for competitive environment,

Benchmarking exercise, understanding competitive moves and postures

5. Sustainable competitive advantage – Porter's generic strategys

6. Portfolio models – BCG and GE McKinsey matrix

7. New product strategies – Innovation, Market entry, Product line extension

8. Communications strategy – Managing communications mix for products, brands

9. Advertising and sales promotion strategy - campaigns

10. Brand building – FMCG, Consumer durables & Services cases

11. Distribution strategy – Designing of channel systems, Managing multichannel

systems

12. Pricing strategy – Value pricing, Optimisation of pricing

13. Marketing Planning - Introduction, growth and mature markets, Pruning of products

Reference Text

1. Marketing Strategy – Boyd, Walker and Larreche McGraw Hill Irwin

2. Marketing strategy – Stephen Schnaars Free Press

3. Strategic Market management – David Aaker John wiley & sons

 4. Strategic marketing text & cases - Craverns

 
Integrated Market Communications 100 marks

Course Contents:

1. Communication Process – Communication models for urban and rural

Communication, Integrated Market Communications

2. Advertising – Organizational structure of advertising agency and its function.

Evaluation of agency functioning.

3. Advertising objectives with specific reference to DAGMAR, Brand objectives,

Consumer attitude and market structure

4. Brand position and brand image strategy development.

5. Persuasion and attitudinal change through appropriate copy development.

6. Creative decisions

7. Copy decision – Creation and production of the Copy

8. Advertising budget, Media planning and Media research

9. Advertising Research,

10. Public relations & Publicity campaigns

11. Event management

12. Role of advertising manager in firms, advertising briefs, Agency coordination

activities, managing advertising campaigns

​ Reference Text

1. Advertising and Promotion: An Integrated Marketing Communications Perspective,

George Belch, San Diego University Michael Belch, San Diego University

2. Advertising Management: Rajeev Batra, John G. Myers, David A. Aaker

3. Logo – Naomi Klein

 4. Brand Reporter fortnightly
5. Other Guy Blinked ​,​ The - Jesse Kornbluth
6. Belch: Advertising & Promotions (TMH)
7. J. V. Vilanilam & A. K. Verghese: Advertising Basics (Sage)

Consumer Buying Behavior 50 marks

Course Content

1. Diversity of consumer behavior; Role of consumer behavior in marketing strategy.

2. Individual aspects of consumer behavior: Perception, Learning & Information

processing,

3. Motivation and involvement, Attitudes and Personality.

1. External influences: Group behavior; Social class; Opinion leaders; Reference groups

2. Role of Culture and subcultures; Family;

3. Consumer decision process: Problem recognition; Search and evaluation of

alternatives; Purchase process; Post purchase behavior and cognitive dissonance.

4. Consumer adoption process and diffusion of innovation; Situational influences.

5. Organization buying process: Roles of buying centers/ Decision making units.

6. Application of consumer behavior studies in Consumerism in India and global

markets.

​Reference Text

1. Consumer Behavior Schiffman & Kanuk 6​th​ edition Prentice Hall India

2. Consumer Behavior Loudon & Della Bitta 4​th​ edition Tata McGraw Hill

3. Consumer Behavior building marketing strategy: Hawkins Best & Coney 7​TH

edition McGraw Hill International edition

4. Consumer Behavior in Marketing strategy : Howard Prentice Hall International

 5. Consumer behavior , a strategic approach -Hendry Assael - Biztantra

6. M.S. Raja & Dominique Xardel: Consumer Behavior, Concepts, Application &

Cases (Vikas)

7. Satish Batra & S. H. H. Kazmi: Consumer Behavior Text & Cases (Excel)

Market Research Applications 50 marks

Course Content

1. Role and value of market research in marketing framework

2. Data analysis – Tabulation, SPSS applications data base, testing for association

3. Multivariate techniques – Interdependence techniques: Factor / cluster analysis;

dependence analysis: discriminate analysis; combination with cluster analysis;

conjoint

analysis.

4. Perceptual mapping applications in market research

5. Applications of MR in consumer research, advertising, test marketing, Usage attitude

studies, Television viewer ship surveys; Media effectiveness study; Annual

readership

survey of print media etc.

6. Report preparation and presentation; interpretation of MR reports; how to read

ORG-

Nielson's store audit report.

7. Brand tracking study

8. Field project on market research on any functional / industry verticals.

Reference Text

1. Marketing Research –Hair, Bush, Ortinau (2nd edition Tata McGraw Hill)
 2. Marketing Research Text & Cases – (Wrenn, Stevens, Loudon Jaico publication)

3. Marketing Research Essentials – McDaniels & Gates (3rd edition SW College

publications)

4. Marketing Research – Aaker, Kumar, Day (7th edition John Wiley & Sons)

5. Marketing Research – Burns , Alvin, Bush, Ronald (3rd edition Prentice Hall)

6. Rajendra Nargundkar: Marketing Research (Macmillan)

7. S. L. Gupta: Marketing Research (Excel Books)

Sales Management & Sales Promotion 50 marks

​

Course Content

1. Sales Organization and its evaluation - Job and role of Sales Management in
Organizations, The Selling functions – The importance of systems selling in
contemporary environment, selling of services as opposed to selling of tangible
products – selling process.
2. Sales management Planning – Sales Management Information Systems, Sales
Management Planning – Forecasting, Sales Budgeting and Planning quotas
3. Manpower Planning for the sales organization for and development of sales
organization
4. Recruitment, selection, training, and development of sales Personnel.
5. Time and Territory Management – Territory Planning, establishing and revising
territories, bases of territory design, methods of territory design including computer
models, assigning sales people to territories route planning and territory coverage.
6. Sales incentives and sales compensation, Sales Force Performance evaluation and
control
7. Identify the roles of consumer and trade promotion activities in terms of differences,
characteristics and application
8. Sales promotion strategies to integrate below the line promotion into the
communication
mix. – process of researching, planning and setting goals , to measure and test the
effectiveness of
9. Planning and designing sales promotion Programme with specific reference to sales
contests, trade-in discounts, coupons etc.

Reference Text

1. Sales management – Still , Cundiff & Govani Prentice Hall India

 2. Professional Sales Management – Anderson , Hair & Bush Tata McGraw Hill
3. Management of sales force – Stanton & Spiro McGraw Hill International
4. Sales Management – Futrell 6​th​ edition Thomson South western

Distribution & Supply Chain Management 50 marks

Course Content

1. The roles of distribution function in the marketing mix and the meaning of

distribution equity.

2. Channel design and management for consumer, industrial products, rural markets

and services.

3. Tasks and responsibilities of channel members.

4. Channel selection, training, development and motivation and performance

appraisal of channel members.

5. Financial dimensions of dealer management.

6. Management issues in distribution viz. channel conflict, use of power bases,

disputes etc.

7. Supply chain management –issues, opportunities and strategies.

8. ERP solutions – opportunities and challenges.

9 Distribution Budgeting and control systems: Cost of distribution: inventory,

warehousing,material handling, order processing, packing and transportation.

 10. Fiscal levies / regulations in distribution – CST , LST , Octroi , Excise duties etc

Reference Text

1. Logistical Management Donald J Bowersox

2. Logistics Management Bowersox & Closs

3. Physical Distribution Management Logistical Approach Dr.K.Khanna

4. S. L. Gupta: Sales and Distribution Management (Excel)

Product & Brand Management 50 marks

Course Content

1. Introduction to product management.

2. Role and operation of Product management in marketing

3. Product analysis: category/competitor/customer/ demand

4. New product development process and role of product managers

5. Brand vs. product, Brand elements

6. Brand extension / Brand relationships spectrum

7. Brand identity

8. Brand Equity

9. Brand building strategies

Reference Text

1. Product Management - Lehmann

 2. Strategic Brand Management – David Aaker

3. Strategic Brand Management – Noel Kapferer

4. Building strong brands – Keller

Marketing Finance 50 Marks

Course Content

a. SALES REVENUE as an Integral Elements of Cost - revenue - Investment Framework

by ROI - Management of Sales Revenue Analysis, of Revenue by Products, Territories,
Channel, Customers Orders etc. Analysis of Marketing Costs in terms of Engineered
Costs, Capacity (fixed) Costs and Managed Costs - Classification of Marketing Costs by
Function - Marketing Cost allocations and its limitations for Managerial Decisions.

b. MARKETING INVESTMENT : Management of Accounts Receivables and Inventories -

Credit decisions and Credit Policy - Special Promotion and Marketing Research
Expenditure its Marketing Investment and their Evaluation using the Probability Theory
and Decisions Trees - Evaluating Return on Marketing Investment - Developing and
Launching New Products and the Concept of Investment in Life Cycle of Product -
Application of DCF to Evaluations of Investment in Product Development Marketing
Product Mix and Linear Programming.

c. Policy Decisions and Marketing Finance - Pricing of Joint Product and Application of
Linear Programming - Pricing of New Products under ROI Concept - Bayesian Decision
Theory and Pricing - Government Price Control - Dual Pricing - Approaches of
Government Bodies to Development "Fair Price" - Submitting Tenders - Applications of
DCF Technique. Export Marketing and Finance - Financial Incentives, Export Costs and
Export Pricing - Export Credit - Tax Concessions. Applications and Forecasting
Techniques to Developing Marketing Budgeting - Developing Sub-budgets by Marketing
Segments - Adverting Budget- Budgeting Sales fore Efforts - Optimum Level and
Allocation for Selling Efforts among Dealers Developing Comparison Plans for Sales
Force - budgeting Samples. Warehousing decisions - Transportation Decision - Deliver
Route Decisions - Cost Analysis for Distribution alternatives Financial Analysis for
switching over form. Soul selling agency to Direct selling to Trade Channels -
 Economics of directs rating by manufacturer. Impact of marketing strategies on
organization structure design and consequent financial implications. The Concept of
Marketing Cost & Value - Measuring Marketing Value - "Value Added" by marketing
effort Productivity Marketing and its social justification.

d. Target Pricing - Pricing of Turn Key Project - Notional Pricing - Brand Valuation -
Financial Aspects of Brand Management - Impact of Transfer Pricing - Mechanism on
Marketing Performance - Value Chain Analysis & relevant decisions about Marketing
Costs & Marketing Investments.

Reference Text:

1. Marketing Finance – Dr. B.K.Chatterjee

Marketing Electives:

International Marketing 100 marks

Course Content

1. Financial transactions between exporter & importer open account D/P, D/A, Letters of
credit etc. – Exchange control regulations regarding export and foreign exchange
expenditure on export promotion, pre-shipment and post-shipment finance from
banks - policies of ECGC.

2. Decision and need to enter into International marketing organization problems –

International marketing environment – Institutions in world economy, GATT /
UNCTAD – Trade Groups in different countries – legal environment of international
marketing – Political environment – cultural environment - economic environment –
India's trade relations with other countries – government assistance for export.

3. International marketing intelligence and task – Appraising opportunities and risks –

product planning and development – managing channels of distributions, foreign
market channels & global logistics – study of U.S.A. Canada, Latin America, Middle
East, Africa, South East Asia and Europe for export potential – marketing research
and export promotion – international marketing operations and communications –
export pricing and costing – case studies.
 5. Export procedures and documentation – registration with various agencies –
compulsory quality control and pre-shipment with inspection – processing export
orders – export production and packing – procedure for claim of central excise duty
on export goods – customs and shipment procedure – duty drawback – procedures
to claim REP license and cash assistance – export houses etc.

Reference Text

1. International Marketing – Onkvisit and Shaw

2. International Marketing – Keegan
3. International Marketing – Cotera
4. International Marketing – Bhattacharya

Retail Management 100 Marks

Course Content

1. Place of Retailing in the Marketing Mix.

2. Trends in retailing

3. Retail Economics

4. Retail Merchandising and Shop Displays

5. Retail Advertising and Sales Promotions

6. Managing People at Work - Recruitment and Motivation

7. Communication and Customer Relations.

8. Inventory control and Financial Management

9. Retail Strategies

10. Retail Marketing

11. Retail Management Information Systems :- Use of New Technology

12. Super Market / Departmental Stores /Chain store Management

13. Comparative retailing across the World.

14. Role of personal selling in retailing.

15. Store layout.

16. Relationship Marketing

17. Supply Chain Management

18. Retail Research including Retail Audits and Consumer Research at the point of purchase

19. On-line retailing

20. Trends in retailing should include the Indian as well as the international context.

Reference Text:

1. Retailing Management – Michael Levy

2. Retail Management – Barry Berman & Joel Evans

3. Retailing Management – Text & Cases – Swapna Pradhan

4. Retail Management – Lusch, Dunne

5. Retail Management – Gibson Vedamani

B2B Marketing & CRM –100 marks

Course Content
1. Introduction to Industrial Marketing, Differences between Industrial &
Consumer Marketing
2. Industrial Marketing Environment, Types of Customers, Types of buying situations,
Segmentation
3. Derived demand concepts,Industrial Buyer Behavior & Industrial Marketing
Research,
4. Industrial Advertising & Promotions, Branding of Industrial, High Technology &
Commodities
5. B2B Product Decisions, New Product Development,
6. Industrial Pricing Decisions.
 7. Role of After sales services in Industrial Marketing
8. Industrial Distribution
9. B2B selling & Sales management , key account management concepts, Negotiated
selling, Bidding for contracts, selling to Govt. customers
1. Concept & context of CRM:CRM as an integral business strategy
2. Customer Loyalty Program : A brief discussion from Technology point of View
3. Customer knowledge: The Individualized customer proposition
4. The relationship policy: Relationship data management:

Reference Text
1. Industrial Marketing – Analysis, Planning and Control By Robert Reeder, Edward G.
Briety and Betty Reeder – Prentice Hall of India.
2. Industrial Marketing Management – By Michael D. Hutt [Arizona State University],
Thomas W. Speh [Miami University] – Published by Holt Sarenders
3. Industrial Marketing – By Krishna K. Havaldar – Tata McGraw Hill
4. Customer Relationship Management, Jagdish Sheth & G shainesh

5. CRM : Emerging Concepts, Tools and Applications : Jagdish Seth & Parvatiyar

6. CRM Essentials, J W Gosney