MARKETING. Division of Marks. Ext. Int. Total. MM-301 Advertising Management Hrs. MM-302 Sales Management Hrs.
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1 MARKETING Course Code Course Title Division of Marks Ext. Int. Total Duration Of Exams MM-301 Advertising Management Hrs. MM-302 Sales Management Hrs. MM-303 Product and Brand Management Hrs. MM-304 Consumer Behavior Hrs. MM-305 Distribution and Logistics Management Hrs. MM-306 Retailing Hrs. MM-307 Marketing Research Hrs. Technology Education & Research Institute 1
2 MM-301 Advertising Management Advertising: Concepts, types, forms and impotence, role of advertisement in the Marketing process: Legal, ethical and social aspects of advertisement; Process of communication- Wilbur Schramm s Model, Two- Step Flow of Communications, Theory of Cognitive dissonance and clues for adverting strategist: Stimulation of primary and selective demand adverting, planning and objective setting: Dagmar approach. determination of target audience; Building of adverting programme message, headlines, copy, logo, illustration, appeal, layout; Campaign planning; media planning; Budgeting; Evaluation- rational of testing opinion and aptitude tests, measurement of adverting effectiveness; adverting organization selection, compensation and appraisal of an Agency; Electronic media buying adverting and consumer behaviour: role of Creativity in adverting. 1. Belch, George E and Belch, Michael A.: introduction to Advertising and Promotion, 3 rd ed., Chicago, Irwin, Arens and Bovee: Contemporary Advertising, Irwin, Sandage and Fryberger: Advertising, AITBS, Delhi, Batra, Rajeev, myers, Johan G. and Aaker, David A.: Advertising Management, 4 th ed., New Delhi, Prentice Hall of India, O Guinn: Advertising & Integrated Brand Producation, Vikas Publishing House, New Delhi. 6. Wells, William, Burneet, John & Moriarty Sandara, PHI, Technology Education & Research Institute 2
3 MM-302 Sales Management Nature scope and objectives of sales management; theories of selling; Functions of sales manager; Selling Operations; Personal selling, Salesmanship; Sales forecasting; Determination of size of sales training programmes; Designing and Advertising compensation plan; Motivating and supervising sales personnel; Sales meeting and contests; Designing Territories and allocating sales efforts; Sales quota, sales evaluation programme, sales budgeting and control; International sales Management. 1. Anderson, R & Hair: Professional Sales Management, Tata McGraw Hill, New Delhi, Manning & Reece: Selling Today, Pearson Education Asia, 8 th Edition. 3. Dalrymple, D. J.: Sales Management: Concepts and Cases. New York, John- Wiley, Still, R & Govoni: Sales Management, Prentice hall Inc., Lancaster & jobber: Selling and Sales Management, Machmillan India, 3 rd edition. 6. Futrell, Charles: Sales Management. Thomson Learning, Mumbai Technology Education & Research Institute 3
4 MM-303 Product and Brand Management Product planning and management: Product concepts and levels; Product line and mix decisions; Product life cycle and marketing strategy implications. New Product development process: Developing Product strategy; Financial analysis of Product management. Branding strategies: Importance of branding; branding terminology; Basic branding concepts- brand awareness, brand personality, brand image, brand identity, brand loyalty, brand equity; Product versus corporate branding. Major branding decisions: Selecting a brand name; brand extension decision; Family versus individual brand names, Multiple branding, Private versus national branding, Handling brand name changes. Brand positioning and re launch: brand building and communication. Branding in Specific sectors: Customer, industrial, retail, service brands, E- branding, branding for international marketing. Brand equity- sources & benefits, Designing Marketing program to built brand equity. 1. Lehmann, Donald R. and Winer, Russel S.: Product Management, Tata McGraw Hill, 3 rd ed., Aaker, David, A.: Managing Brand Equity, New York, Free Press, Cowley, Don.: Understanding brands, London, Kogan Page, Kapferer, J N.: Strategic Brand Management, New York, Free Press, Upshaw, Lyhh B.: Building Brand Identity: A Strategy for Success in a Hostile Market place, New York, John Wiley, Keller, Kevin Lana: Strategic Brand Management, Prentice Hall, Technology Education & Research Institute 4
5 MM-304 Consumer Behavior Introduction to consumer behavior, Consumer behavior and marketing strategy; Consumer Involvement and decision making; Information search process; Evaluative criteria and decision rules; consumer motivation, Information Processing and consumer Perception; Consumer attitudes and attitude change; Influence of personality and self concept on buying behavior; Psycho- graphics and lifestyle; Influence of culture, Subculture and social class, Reference group Influence; Diffusion of Innovation and opinion leadership; Family decision making; Industrial buying behavior, Models of Consumer behavior; Consumer behavior Audit. 1. Assail, H.: Consumer Behavior and Marketing Action, Asian books Pvt. Ltd., New Delhi, Engle, J.F. etc: Consumer Behavior, Chicago, Dryden Press, Haekins, D.I. etc: Consumer Behavior: Implications for Marketing Strategy, TMH, Schiffman, LG and Kanuk, L.L: Consumer Behavior, New Delhi, Prentice Hall in India, Loudon & Loudon: Consumer Behavior, TMH, New Delhi. Technology Education & Research Institute 5
6 MM-305 Distribution and Logistics Management Distribution Channels: Role of marketing Channels, Channel structure, Factors affecting choice of distribution; Channel behavior and organization, Channel cooperation and Channel conflict; Distribution Intensity. Introduction to distribution logistics: nature, importance scope of logistic decisions; Integrated logistics; Total cost concept; Supply chain management- nature, importance and interface with logistics; Concepts of Customer service. Transportation and physical distribution; Importance and modes of transportation; selection of transportation modes; multi modal transportation; Documentation and carrier liabilities; Inter state good movement and problems; transportation management. Inventory control: Economic order quantity under conditions of certainty and uncertainty; Inventory requirements as function of number of stock locations; Techniques of inventory control. Warehousing: Role and modern concept of warehousing; Private v/s public warehousing; Planning warehousing; Operations; Site selection, warehouse layout, material handling; Management of receipts and issues; Computers and warehouses management. Order Processing: Importance to customers service; Packaging and utilization Distribution Control and performance Evaluation. 1. Bowersox and others: Physical Distribution management, Tata McGraw Hill, New Delhi. 2. Stern, Louis W. Adel, IEL. Ansary, Anne T. Coughlan: Marketing Channels, Prentice Hall, New Delhi. 3. Glaskowsky, N.A.: Business Logistics, Dryden Press, Ohio. 4. Khanna, K.K.: Physical Distribution Management, Himalaya Publishing House, New Delhi. 5. Lambert, D. et. Al.: Strategic Logistics Management, Tata McGraw Hill, New Delhi. Technology Education & Research Institute 6
7 6. Martin, Christopher and Gorden Wills: Marketing Logistics and Distribution Management. Technology Education & Research Institute 7
8 MM-306 Retailing An introduction to the Retailing system. Retailing mix- social forces, Economic forces, Technological forces, competitive forces; Retailing definition, structure, different formats; marketing concepts in Retailing consumer purchase behavior, cultural and social group influence on consumer purchase behavior; Retail store location- Traffic flow and analysis, population and its mobility, exterior and layout, customer traffic flow and pattern, creative display; merchandise planning- stock turns, credit management, Retail pricing, return on per sq. feet of space; Retail promotions staying ahead of competition; supply chain management; Franchising, Direct marketing/ Directing selling, exclusive shops, Destination stores, chain stores, Discount stores and other current and emerging formats Issues and options; Retail Equity; Technology in Retailing; Retailing through the Internet. 1. Berman, Berry & Evans, Joel R.: Retail Management: A Strategic, Approach, PHI/Pearson Education, New Delhi. 2. Levy Michael & Weitz Barten W.: Retailing Management, Tata McGraw Hill, New Delhi. 3. Newman, Andrew J. & Cullen, Peter: Retailing: Environment & Operations; Vikas Publishing House, New Delhi. 4. Duane: Retaining, Thomson Learning, Mumbai. 5. Gilber, David: Retailing Marketing Management, Pearson Education, New Delhi. 6. Morgenstein, Melvin and Harriat: Strong in Modern Retailing, Prentice Hall, NJ, Technology Education & Research Institute 8
9 MM-307 Marketing Research Introduction to marketing research, Importance, nature and scope of marketing research; Marketing information system and marketing research; marketing research process, Organization of MR Department, Ethical issues in MR, MR in India, Role of MR Agencies. Problem Identification and Research Design: Problem identification and definition : development of a research proposal: types of research designs. Data resources: Secondary data sources and usage; online data sources; primary data collection methodsquestioning techniques, online surveys, observation method; Questionnaire preparation. Aptitude measurement and scaling techniques- elementary introduction to measurement scales. Sampling plan: Universe, sample frame and sampling unit; sampling techniques; Sample size determination. Data collection: Organization of field work and survey errors- sampling and non- sampling errors. Data analysis: Hypothesis testing, tests o significance (parametric & non- parametric) Univariate, bivariate and multivariate data analysis; Report preparation and presentation. Market Research Applications: product research; advertising research; sales and market research; international marketing research. 1. Boyd. H.W. Ralph Westfall and S.F. Starsh: Marketing Research: Text and Cases, Richard D. Irwin, Boston. 2. Chisnall, Peter M: The Essence of Marketing Researc, Prentice Hall, New Delhi. 3. Churchill, Gilbert. A: Basic Marketing Research, Dryden Press, Boston. 4. Green Paul E. Donald S. Tull and Gerald Albaum: Research for Marketing Decision, Prentice Hall, New Delhi. 5. Luck, D.J.: Marketing Research, Prentice Hall, New Delhi. Technology Education & Research Institute 9
10 6. Beri, G.C: Marketing Research, Tata McGraw Hill, New Delhi. Technology Education & Research Institute 10
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