Marketing

 

 

Faculty of Management Studies

Master of Business Administration

Sem.-III

 

Subject Code: 1MS2020351

Subject Title: Consumer Behavior

1.   Course Objectives and Outline:

This course of Consumer Behavior aims to develop understanding of consumer psychology while indulging in buying process. This course essentially explores new area pertaining to various psychological facets of an individual as a consumer. The course will have elaborated discussion on:

·         Consumer Buying Behavior Process

·         Consumer Psychology

·         Consumer in Social & Cultural System

·         Decision Making Process & Models

It enables to understand how the examination and application of consumer behavior is central to the planning, development and implementation of marketing strategies.

2.   Teaching Scheme (Hours per week)

Lecture (Hrs.)

Tutorial

Practical

Credit

Evaluation Scheme (Marks)

Total

University Assessment

Internal Assessment

4

-

-

4

60 Marks

40 Marks

100 Marks

 

3.   Syllabus

 

Module No.

Contents

Total Hours

Weight

1

Dynamics of Consumer Behavior: Consumer Behavior and the Marketing Concept,Contributingdisciplines and area like psychology, social psychology, economics, anthropology etc. Customer Value, Satisfaction, Trust and Retention, The Impact of New Technology on Marketing, Market Segmentation and Strategic Targeting

 

12

25%

2

Understanding of Consumer Psychology:Consumer Motivation, Theories of Personality and Consumer Behavior, Consumer Perception

 

12

25%

3

Understanding of Consumer Psychology:Consumer Learning Patterns and Behavior, Consumer Attitude Formation and Change,

Communication with Consumers: Persuading Consumers, From Traditional to Contemporary media, Role of indirect communication

 

12

25%

4

Consumer and Socio-Cultural settings: The Family and Social Class,Influence of Culture on Consumer Behavior, Cross-cultural Consumer Behavior

Consumer Decision Making: Consumers and the Diffusion of Innovation, Consumption to Satisfaction, Consumer Decision Making Process & Models

12

25%

 

4.   Course Pedagogy

The pedagogy of the subject is a classroom learning which involves Lectures, Case Discussions, Real life Business Scenarios. Students will be given group tasks and assignments of field visit and market survey. Students would have to come prepare with the real life examples of Indian market setting, for that they would be guided for how to incorporate the observational research.

5.   Suggested Readings

a.      Books

1

Consumer Behavior; By Schiffman, Wisenblit, Kumar; Pearson Education

2

Consumer Behavior: A South Asian Perspective; Babin, Harris, Mohan, Cengage Learning

3

Consumer Behavior: Insight from Indian Market; By RamanujMazmudar, PHI

4

Consumer Behavior; By Loudon, Della Bitta; Tata McGraw Hill

 

b.      Journals/Magazines

·         Journal of Consumer Behaviour, Wiley

·         Journal of Consumer Marketing, Emerald Insight

·         4 Ps / Brand Reporter / Business World

 

6.   Evaluation Scheme

 

Sr. No.

Component

Weight

1

University Examination

60%

2

Internal Assessment

-Depending on the need and objectives of the subject, internal assessment should include minimum three of the following sub-components;

Class Test, Quiz, Assignments, Case Presentation, Class Participation, Projects, Team/Individual Assignments.

-The weightage of a sub-component should not exceed 50% of internal assessment component weight.

-The bifurcation of sub-components shall be communicated by the instructor before commencement of the academic sessions.

40%

 

 

Subject Code: 1MS2020352

Subject Title: Integrated Marketing Communication

1.   Course Objectives and Outline:

This course is aimed at familiarizing students with concepts and practices in marketing communications. It also provides an understanding of the basic principles of planning and execution of Marketing Communications. This course enables students with following concepts:

·         Integrated Marketing Communications

·         Promotion Mix

·         Marketing Communication Process

·         Setting Objectives for Marketing Communications

·         Planning Execution and Budgeting of Marketing Communication Programs

·         Media Planning and Selection

·         Evaluating Marketing Communications

  

2.   Teaching Scheme (Hours per week)

Lecture (Hrs.)

Tutorial

Practical

Credit

Evaluation Scheme (Marks)

Total

University Assessment

Internal Assessment

4

-

-

4

60 Marks

40 Marks

100 Marks

 

3.   Syllabus

Module No.

Contents

Total Hours

Weight

1

Introduction to IMC,

Role of IMC in Marketing Process

Organizing for Advertising and Promotion

Marketing Communication and Consumer Behaviour

12

25%

2

Communication Process

Source, Message and Channel Factors

Case Discussion

12

25%

3

Establishing Objectives and Budgeting

Planning, implementation and Evaluation of Creative Strategy

Ad Making Exercise

12

25%

4

Media planning Strategy

Measuring Effectiveness of Promotional Programs

Case Discussion

12

25%

 

 

 

 

4.   Course Pedagogy

The pedagogy of the subject involves Lectures, Role Plays, Case Discussions, Real life Business Scenarios. Students will be given group tasks and assignments. Students will also be assigned field tasks. Discussion on concepts used on recent advertisements will be held.

5.   Suggested Readings

a.      Books

1

Advertising & Promotion – an Integrated Marketing Communications Perspective; by George Belch, Michael Belch and Keyur Purani; Mc Graw Hill

2

Integrated Marketing Communications: A South Asian Perspective, by O’Guinn, Allen, Semenik, Banerjee, Cengage Learning India

3

Integrated Advertising, Promotion, and Marketing Communication; by Kenneth Clow and Donald Baack; Pearson

4

Advertising Management; by Aaker, Batra and Myers; Prentice-Hall

 

b.      Journals/Magazines

·         Journal of Advertising research By WARK.

·         Journal of Advertising by Taylor & Francis Ltd

·         Journal of Marketing Communications by Taylor & Francis Ltd

 

6.   Evaluation Scheme

 

Sr. No.

Component

Weight

1

University Examination

60%

2

Internal Assessment

-Depending on the need and objectives of the subject, internal assessment should include minimum three of the following sub-components;

Class Test, Quiz, Assignments, Case Presentation, Class Participation, Projects, Team/Individual Assignments.

-The weightage of a sub-component should not exceed 50% of internal assessment component weight.

- The bifurcation of sub-components shall be communicated by the instructor before commencement of the academic sessions.

40%

 

 

Subject Code: 1MS2020355

Subject Title: Marketing Research

1.   Course Objectives and Outline:

The objective of the course is to provide participants you a strong grounding in marketing research methods.  As the name implies, this is a course on Research, with problems and decision situations drawn from Marketing.  The purpose is to make student recognize the role of systematic information gathering and analysis in making marketing decisions, and to help him/her acquire skills in executing a full-fledged marketing research project.  The course will apply learning of research methods and quantitative techniques to solving marketing problems.  Although some major quantitative analytical techniques will be discussed, focus shall be on the interpretation and use of results. The emphasis throughout shall be on conceptualization and structuring of marketing research problems, and solving them in a given or assumed decision making context.

  

2.   Teaching Scheme (Hours per week)

Lecture (Hrs.)

Tutorial

Practical

Credit

Evaluation Scheme (Marks)

Total

University Assessment

Internal Assessment

4

-

-

4

60 Marks

40 Marks

100 Marks

 

3.   Syllabus

Module No.

Contents

Total Hours

Weight

1

Introduction to Marketing Research

Defining the Marketing Research Problem, Developing a Research Approach, Research Design, Research Proposal

12

25%

2

Qualitative and Quantitative Research

Focus Group Studies, Interview Methods, Projective Techniques, Surveys, Observation Techniques,  Causal Research Experimentation

12

25%

3

Analysis of Scale Data

Measurement and scaling, Multiple Regression Analysis, Discriminant Analysis, Factor Analysis, Cluster Analysis

12

25%

4

Application of Marketing Research

Consumer research, Product and Brand research, Advertising research, Sales analysis and forecasting

12

25%

 

4.   Course Pedagogy

The pedagogy will be a combination of lectures and class discussions.  Rather than merely summarise the topics contained in the course, class sessions will strive to extend and apply the case study to real life situations.  The focus shall be on the appropriateness and use of the research methodologies and techniques, as well as on the finer marketing applications and issues.

5.   Suggested Readings

a.      Books

1

Marketing Research; by Naresh K. Malhotra, David F. Birks, Peter A. Wills; Pearson Publication

2

Marketing Research; by Aaker, David A., V. Kumar, and George S. Day New York: John Wiley & Sons, Inc.

3

Marketing Research within a Changing Environment; by Hair, Jr., Joseph F., Robert P. Bush, and David J. Ortinau; Tata McGraw Hill

4

Research for Marketing Decisions; by Green, Paul E., Donald S. Tull, and Gerald Albaum Prentice Hall of India

 

b.      Journals/Magazines

·         The IUP Journal of Brand Management, By IUP Publication.

·         International Journal of Research in Marketing, By European Marketing Academy

·         International Journal of Marketing Studies, By Canadian Center of Science and Education

·         Indian Journal of Marketing, By Associated Management Consultants Private Limited

·         South Asian Journal of Marketing and Management Research, By South Asian Academic Research journals

·         Journal of Product & Brand Management, emeraldinsight publication

 

6.   Evaluation Scheme

 

Sr. No.

Component

Weight

1

University Examination

60%

2

Internal Assessment

-Depending on the need and objectives of the subject, internal assessment should include minimum three of the following sub-components;

Class Test, Quiz, Assignments, Case Presentation, Class Participation, Projects, Team/Individual Assignments.

-The weightage of a sub-component should not exceed 50% of internal assessment component weight.

- The bifurcation of sub-components shall be communicated by the instructor before commencement of the academic sessions.

40%

 

 

Subject Code: 1MS2020354

Subject Title: Rural Marketing

1.   Course Objectives and Outline:

This course is aimed at familiarizing students to the agriculture and rural Marketing environment so that they can understand consumers and marketing characteristics of the rural areas. This understanding will help them to compete in changing scenario.

  

2.   Teaching Scheme (Hours per week)

Lecture (Hrs.)

Tutorial

Practical

Credit

Evaluation Scheme (Marks)

Total

University Assessment

Internal Assessment

4

-

-

4

60 Marks

40 Marks

100 Marks

 

3.   Syllabus

Module No.

Contents

Total Hours

Weight

1

Changing scenario of Rural India
The Rural Marketing Environment 
Rural Consumer Behaviour 

12

25%

2

Rural Marketing Research
Segmenting and Targeting Rural Markets
Product Strategy

12

25%

3

Pricing Strategies
Distribution in Rural Markets
Communication Strategies for Rural Markets

12

25%

4

Rural Services Marketing
Marketing in Small Towns
Role of Government in Rural India
The Future of Rural Marketing

12

25%

 

4.   Course Pedagogy

The pedagogy of the subject involves Lectures, Role Plays, Case Discussions, Real life Business Scenarios. Students will be given group tasks and assignments. Students will also be assigned field tasks.

 

 

 

 

5.   Suggested Readings

a.      Books

1

Rural Marketing; by Pradeep Kashyap; Pearson

2

Rural marketing – Targeting the Non-urban Consumer; by Sanalkumar Velayudhan; Response Books(Business Books from SAGE)

3

Rural Marketing – Focus on agricultural inputs; by Sukhpal Singh, Vikas Publishing

4

Rural Marketing – Environment, Problem and Strategies; by T P Gopalaswami

 

b.      Journals/Magazines

·         International Journal of Rural Management by SAGE Publication

·         Indian Journal of Marketing by AMC

6.   Evaluation Scheme

 

Sr. No.

Component

Weight

1

University Examination

60%

2

Internal Assessment

-Depending on the need and objectives of the subject, internal assessment should include minimum three of the following sub-components;

Class Test, Quiz, Assignments, Case Presentation, Class Participation, Projects, Team/Individual Assignments.

-The weightage of a sub-component should not exceed 50% of internal assessment component weight.

- The bifurcation of sub-components shall be communicated by the instructor before commencement of the academic sessions.

40%

 

 

Subject Code: 1MS2020353

Subject Title:  Sales and Distribution Management

1.   Course Objectives and Outline:

The objective of this course is to help management students to understand the Sales & Distribution functions as integral part of marketing functions in the context of Indian market with following objectives.

·         To outline the areas in which sales executives make decisions

·         To analyze decision alternatives and criteria in area of sales.

·         To provide a detailed understanding of customer handling skills as a sales person.

·         To familiarize students with the importance of marketing channels and physical distribution systems to make them aware of trends and decisions faced by Retailers in designing, managing, evaluating and modifying distribution channels.

 

2.   Teaching Scheme (Hours per week)

Lecture (Hrs.)

Tutorial

Practical

Credit

Evaluation Scheme (Marks)

Total

University Assessment

Internal Assessment

4

-

-

4

60 Marks

40 Marks

100 Marks

 

3.   Syllabus

Module No.

Contents

Total Hours

Weight

1

Nature and scope of sales management, personal selling objectives, Types of sales management positions, Theories of personal selling, personal selling strategies. Case study

12

25%

2

Selling process, relationship selling, Designing Sales Territories, sales quotas, Case study

12

25%

3

Introduction need and scope of distribution management, Distribution Resource Planning. Marketing channels strategy, levels of channels, institutions for channels- retailing wholesaling, designing channel systems, channel management

12

25%


4

Definition & scope of logistics, Components of logistics, inventory & warehouse management, transportation, channel information systems, Rail, Road and Air transport, Functions, Advantages and Disadvantages, distribution management in international markets

12

25%

 

 

4.   Course Pedagogy

The pedagogy of the subject involves followings:

(i)                 Discussion on concepts and issues on Sales & Distribution Management.

(ii)               Case discussion covering a cross section of Sales & Distribution Management.

(iii)             Projects/ Assignments/ Quizzes/ Class participation etc.

 

5.   Suggested Readings

a.      Books

1

Sales & Distribution Management  by Krishna K. Havaldar, Vasant M. Cavale, Tata McGraw Hill .

2

Sales Management : Decisions, Strategies & Cases  by Richard R. Still, Edward W. Cundiff, Norman A.P. Govoni, Pearson

3

Sales & Distribution Management  by Tapan Panda and Sunil Sahadev. Oxford

4

Sales and Distribution Management  by S. L. Gupta, Excel Books

5

Sales Force Management  by Mark W Johnston, Greg W Marshall, Mc Graw Hill

 

b.      Journals/Magazines

·         International Journal of Retail & Distribution Management  - Emerald Publishing

·         Indian Journal of Marketing

6.   Evaluation Scheme

 

Sr. No.

Component

Weight

1

University Examination

60%

2

Internal Assessment

-Depending on the need and objectives of the subject, internal assessment should include minimum three of the following sub-components;

Class Test, Quiz, Assignments, Case Presentation, Class Participation, Projects, Team/Individual Assignments.

-The weightage of a sub-component should not exceed 50% of internal assessment component weight.

- The bifurcation of sub-components shall be communicated by the instructor before commencement of the academic sessions.

40%

 

 

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