Marketing

 

 

Faculty of Management Studies

Master of Business Administration

Sem.-IV

 

Subject Code: 1MS2020452

Subject Title: B to B Marketing

1.   Course Objectives and Outline:

The course of B-to-B Marketing is a theory-driven yet hands-on approach to show students how to make profitable and quality business marketing decisions. This course introduces the concepts of marketing to businesses and stresses the importance of customer relationship and knowledge management.  

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

Business Markets and Business Marketing

·         Introduction to Business Marketing

·         The Character of Business Marketing

·         The Purchasing Function

·         Organizational Buyer Behavior

·         Case Discussion

12

25%

2

Foundations for Creating Value

·         Market Opportunities and Marketing Strategy

·         Developing and Managing Offerings

·         Business Marketing Channels

·         Case Discussion

12

25%

3

Business Marketing Programming

·         Creating Customer Dialogue

·         Communicating via Advertising, trade Shows, and PR

·         The One-To-One Media

·         Sales Management

·         Case Discussion

12

25%

4

Evaluation of Programs and Customers

·         Pricing & Negotiating for Value

·         Evaluating Marketing Efforts

·         Customer Retention and Maximization

·         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.

5.   Suggested Readings

a.      Books

1

Business Marketing: Connecting Strategy, Relationships, and Learning; by Robert F. Dwyerand John F. Tanner; McGraw-Hill

2

B-2-B Marketing; by Michael D. Hutt, Dhiraj Sharma and Thomas W. Speh; Cengage

3

Business Marketing Management; by Michael D. Hutt and Thomas W. Speh; Cengage

4

Business-to-Business Marketing A Step-by-Step Guide; by Ray Wright; Prentice Hall

5

Business to Business Marketing Relationships, systems and communications; by Chris Fill and Karen E. Fill; Prentice Hall

 

b.      Journals/Magazines

·         Journal of Business-to-Business Marketing; Taylor & Francis Online

·         Journal of Business & Industrial Marketing; Emerald insight

·         Journal of Business Market Management; Springer

 

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: 1MS2020454

Subject Title: Digital Marketing

1.   Course Objectives and Outline:

Digital Marketing is a technology based new development in the field of marketing and promotion. It provides comprehensive coverage of the developments and use of Internet as a marketing planning tool. It also presents the ability of the digital world to increase efficiency in established marketing functions. It gives insights to students on how organizations can leverage the benefits of social media. The course focuses on cutting-edge business strategies such as differentiation, and cost leadership that generate revenue while delivering customer value.

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

Marketing in the Digital Era

  • E-marketing
  • The Online Marketing Mix
  • The Online Consumer
  • Customer Relationship Management in a Web 2.0 World

12

25%

2

Business Drivers in the Virtual World

  • Social Media
  • Online Branding
  • Traffic Building
  • Web Business Models
  • E-commerce

12

25%

3

Online Tools for Marketing

  • Engagement Marketing through Content Management
  • Online Campaign Management
  • Consumer Segmentation, Targeting, and Positioning using Online Tools
  • Market Influence Analytics in a Digital Ecosystem

12

25%

4

The Contemporary Digital Revolution

  • Online Communities and Co-creation
  • The World of Facebook

·         The Future of Marketing Gamification and Apps

·         Case Study

12

25%

 

4.   Course Pedagogy

The pedagogy of the subject involves Lectures, Case Discussions, online assignments and seminars. Students will be given group tasks and assignments.

5.   Suggested Readings

a.      Books

1

Digital Marketing; by Vandana Ahuja; Oxford University Press

2

Internet Marketing and e-Commerce; by Ward Hanson; Cengage

3

Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World; by Chuck Hemann Ken Burbary; Que Publishing

4

The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns; by Ian Dodson; Wiley publicaiton

 

b.      Journals/Magazines

·         Journal of Direct, Data and Digital Marketing Practice by Springer

·         Journal of Interactive Marketing by Elsevier

·         www.marketingjournal.org

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: 1MS2020455

Subject Title: Product Management

1.   Course Objectives and Outline:

This course on Product Management focus on marketing planning process, market analysis and leads to prepare successful marketing plan. It further covers importance of product objectives and development of product strategy. It enables the student to understand day to day responsibilities related to product level decisions considering various aspects of the competition.

 

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 Product Management; Marketing Planning  Process, Components of marketing plan; Defining Competitive Set  Levels of market competition, methods for determining competitors, competitor selection

12

25%

2

Category Attractiveness Analysis Aggregate market factors, Category factors, Environmental analysis; Competitor Analysis  Sources of information, assessing competitor’s objectives & strategies, Differential advantage analysis, Predicting future strategies; Customer Analysis

12

25%

3

Market Potential and Sales Forecasting  Market potential, methods for market estimation, Sales forecasting; Developing Product Strategy  Elements of product strategy, selection of strategic alternatives, Positioning, Product strategy over the PLC; New Products  Product modification, line extensions, Testing of new products, Brand extensions, Really new products

12

25%

4

Product Pricing Decisions; Advertising Decisions; Decisions for Product Promotions; Product Distribution Channel Management; Customer Relationship Management; Financial Analysis for Product Management; Marketing Metrics

12

25%

 

 

4.   Course Pedagogy

The pedagogy of the subject involves Lectures, Case Discussions, Real life Business Scenarios. Students will be given group tasks and assignments. Students may also be assigned real market visit and required to submit an assignment which will be part of their continuous evaluation process.

5.   Suggested Readings

a.      Books

1

Product Management; by Lehman D., Winer R.; Tata McGrawHill

2

Product Strategy & Management; by Baker M., Hart S.; Pearson Education

 

b.      Journals/Magazines

·         Journal of Product and Brand Management by Emerald Insight

·         Journal of Product Innovation Management by Wiley Online library

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 subcomponents;

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

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

The bifurcation of subcomponents shallbe communicated by the instructor before commencement of the academic sessions.

40%

 

 

 

Subject Code: 1MS2020453

Subject Title: Retail Management

1.   Course Objectives and Outline:

Retailing is one such step in the marketing chain of activities that facilitates the distribution function. Initially, it was considered as just another step in the marketing. The main objective of this course is to introduce the basic concepts of retail management and the latest developments in retailing in the Indian context. The subject is designed to provide a strategic perspective of the retailing industry to the participants and introduce them to the framework of Retail mix and each of its elements.

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

The World of Retailing

·         Introduction of Retailing

·         Types of Retailers and Multichannel Retailing

·         Customer Buying Behavior

·         Case Discussion

12

25%

2

Retailing Strategy

·         Retail Market and Financial Strategy

·         Retail Locations and Retail Site Selection

·         Customer Relationship Management

·         Case Discussion

12

25%

3

Merchandise Management

·         Managing the Merchandise Planning Process

·         Retail Pricing

·         Retail Communication Mix

·         Case Discussion

12

25%

4

Store Management

·         Managing the Store

·         Store Layout, Design, and Visual Merchandising

·         Customer Service

·         Case Discussion

12

25%

 

 

4.   Course Pedagogy

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

5.   Suggested Readings

a.      Books

1

Retail Management; by Levy, Weitz and Greval; Mc Graw Hill

2

Retail Management; by J K Nayak and Prakash Dash; Cengage

3

Retailing Management: Text & Cases; by Swapna Pradhan; Tata McGrawHill

4

Retailing: Environment & Operations; by Newman Andrew J and Peter Cullen; Cengage

5

Retail Management: A Strategic Approach; by Berman, Berry and Joel R. Evans; Pearson

 

b.      Journals/Magazines

·         The Journal of Business & Retail Management Research (JBRMR) by The Academy of Business & Retail Management

·         International Journal of Retail & Distribution Management by Emeraldinsight

·         Journal of Retailing by Elsevier

 

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: 1MS2020451

Subject Title: Strategic Brand Management

1.   Course Objectives and Outline

Effective and efficient managers make real difference in the business world. The goal of this course is to make students understand of the basic branding principles and expose to contemporary branding methods. The aim of the course is to develop understanding for role of brands, the concept of brand equity, and the advantages of creating strong brands. The students learn important issues in planning, implementing, and evaluating brand 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

Brand and Brand Positioning

Brand, Branding, Brand Management, Customer Based Brand Equity, Building Strong Brand, Brand Positioning, Brand Audit, Case Study

12

25%

2

Building Brand Equity

Brand Elements, IMC to Build Brand Equity, Secondary Brand Associations to Build Brand Equity, Case Study

12

25%

3

Brand Equity Measurement

Brand Value Chain, Brand Tracking Studies, Quantitative Research and Qualitative Research, Comparative and Holistic Methods, Case Study

12

25%

4

Branding Strategies

Brand Architecture, Brand Hierarchy, Branding Strategy Brand Extensions Strategy, Reinforcing Brands, Revitalizing Brands, Case Study

12

25%

 

4.   Course Pedagogy

The pedagogy of the subject involves Lectures, Case Discussions, Real life Business Scenarios. Students will be given group tasks and assignments. In Movie based learning, students will watch a movie based on management concept and required to submit an assignment which will be part of their continuous evaluation process.

5.   Suggested Readings

a.      Books

1

Strategic Brand Management; By Kevin Lane Keller, M.G. Rameswaram, Isaac Jacob; Pearson Education

2

Brand Management Principles and Practices; By Kirti Dutta; Oxford University Press

3

Managing Indian Brand, Marketing Concepts & Strategies; By S. Ramesh Kumar; Vikas publication

4

Brand  Management, The Indian Context; By YLR Moorthi ; Vikas publication

 

b.      Journals/Magazines

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

·         Prabandhan- Indian Journal of Management, By IIM-Ahmadabad.

·         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%

 

 

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