Diploma in Marketing

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1 INTRODUCTION TO MARKETING PRODUCT Nature, Scope and Importance of Marketing Basic Concepts Marketing Environment Market Segmentation Targeting and Positioning Product Strategy Product Innovation and Diffusion Product Development PRICING DECISIONS PLACE Product Life-cycle and Product Mix Designing Pricing Strategies and Programmes Pricing Techniques Types of Channels Meaning & Importance Channel Strategies Designing and Managing Value Network and Marketing Channel Managing Retailing Paper - Marketing Management Contd.

2 Unit 6 Physical Distribution Unit 7 Marketing Logistics and Supply Chain Management PROMOTION Advertising: Meaning and Importance Types, Media Decisions Promotion: Promotion MIX Personal Selling: Nature Importance and Process Unit 6 Direct Marketing Unit 7 Sales Promotion (Push versus Pull Study) 2

3 Paper -2 Advertising & Communication Management MARKETING, COMMUNICATION AND ADVERTISING: BASIC CONCEPTS Marketing Communication Process Communication: Key Behavioural Concepts Indian Media Scene ADVERTISING: CAMPAIGN, PLANNING AND EXECUTION Planning Communication Strategy Advertising Campaign Planning: Strategic Consideration, Creative Consideration Advertising Creativity: Campaign Planning and Execution Advertising Research: Role and Trends Measuring Advertising Effectiveness: Definitions and Techniques MEDIA PLANNING CONCEPTS Media: Concepts, Characteristics and Issues in Media Planning Media Selection, Planning and Scheduling Internet as an Emerging Advertising Medium MARKETING COMMUNICATION FORM Managing Sales Promotion Direct Marketing Publicity and Public Relations Contd.

4 Social Marketing Communication STRATEGIES FOR ADVERTISING AGENCIES CASE STUDIES Unit 6 Unit 7 Functions and Structure of Ad Agency Managing Client-Agency Relationships Strategies for Account Management Legal and Ethical Issues in Advertising Case : Puripen: Selecting the Communication Mix Case 2: Ray-Ban Sunglasses: Selecting the Target Audience and the Communication Objectives Case 3: Colour Television: The Buyer s Behaviour Case 4: Project Clear (A): The Advertising Brief Case 5: Project Clear (B): Formulation of Advertising Strategy Case 6: Project Clear (C): Formulating Creative and Media Strategy Case 7: Nishan Jams: Message Strategy and Execution 2

5 MARKETING RESEARCH CONCEPTS AND DESIGN Marketing Research: Meaning and Importance Organization of Market Research in India Research Design DATA COLLECTION Data Collection Sampling Questionnaire Design and Development Attitude Measurement and Scaling DATA PROCESSING AND ANALYSIS Qualitative Research Data Processing: Coding, Tabulation and Data Presentation Description and Inference Form The Data Analysis of Associations MULTIVARIATE ANALYSIS Regression Analysis, Discriminant Analysis and Factor Analysis Conjoint Analysis Paper - 3 Marketing Research Cluster Analysis and Multi-dimensional Scaling Application of Marketing Research in India: Some Case Studies

6 Paper - 4 Sales Management SALES MANAGEMENT: BASIC FUNCTIONS Introduction to Sales Management Personal Selling Sales Process Computer Systems and Applications in Sales Management SELLING SKILLS Communication Skills Sales Presentation Negotiation Skills Retail Communication: Sales Displays SALES FORCE MANAGEMENT Job Analysis, Recruitment and Selection Training the Sales Force Compensation and Motivation of Sales Forces Monitoring and Performance Evaluation PLANNING AND CONTROL OF THE SALES EFFORT Sales Planning Contd.

7 Sales Organisation Sales Forecasting and Sales Quotas Sales Budgeting and Control CASE STUDIES Case- Puripens: Selecting the Communication Mix Case-2 Devox (India) Limited: A Less Expensive, but Complaining Customer Case-3 National Electrical Engineers Limited: Sales Contest for Sales Staff Motivation Case-4 The Genuine Charcoal Filter: Sales Monitoring and Control System Case-5 Asia Pacific Electricals Ltd.: Territory Planning and Management Unit 6 Case-6 RQL Limited: Budgeting and Cost Control Systems 2

8 Paper -5 International Marketing INTERNATIONAL MARKETING : AN INTRODUCTION International Marketing: Basic Concepts International Marketing Orientation and Involvement Analysing International Marketing Environment ENVIRONMENT OF INTERNATIONAL BUSINESS International Market Segmentation Foreign Market Selection International Marketing Entry Decisions POLICY FRAMEWORK AND PROCEDURAL ASPECTS International Product Planning International Branding, Packaging and Other Decisions INTERNATIONAL MARKETING MIX International Pricing International Distribution International Marketing Communication International Advertising INTERNATIONAL MARKETING PLANNING Personal Selling, Publicity and Sales Promotion International Marketing Planning, Organizing and Control International Marketing of Services Emerging Trends and Issues in International Marketing Introduction to International Marketing Research Unit 6 Data Collection Unit 7 Data Analysis and Report Writing

9 INTERNATIONAL MARKETING LOGISTICS SYSTEM Introduction to Marketing Logistics System International Marketing Strategies and Logistics Inland Transport in Overseas Trade Logistics Warehousing Inventory Management and Order Handling INTERNATIONAL TRANSPORT SYSTEM Air Transport Ocean Transport Multi-modalisation World Seaborne Trade and World Shipping Indian Shipping INTERNATIONAL FREIGHTING PRACTICES Linear Freighting Practices Tramp Chartering Practices Legal Aspects of Carriage of Goods PORT SYSTEMS AND INSTITUTIONAL ARRANGEMENT Port Systems Paper -6 International Marketing Logistics Maritime Frauds and Unethical Practices Institutional Arrangements for Resolving Shippers Problems

a. Languages: English will be the primary language of the collection. b. Chronological Guidelines: Current and recent topics are of major interest.

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