SYLLABUS. MBA - IInd YEAR MARKETING

Transcription

1 SYLLABUS MBA - IInd YEAR MARKETING

2 Syllabus for M.B.A. (Marketing) Paper - I Paper - II Paper - III Paper - IV Strategic Marketing Sales and Distribution Management Sales and Promotion Marketing of Services

3 Unit - I. Unit - II. Unit - III. Unit - IV. GROUP - I Marketing Paper - I Strategic Marketing Sales and Marketing Management- Concepts and practices Marketing its concepts linked with production Vs marketing, Linkage between Strategic Planning and Marketing Strategy, the Total sales Target, the Maximum Net Sales Realisation, Role of Marketing in overall performance of the organisation, Customer Satisfaction, The seven C's and Four P's Value addition, customer Driven or Customer Oriented Organisation, Value Management and Custormer Satisfaction, Marketing in a Developing Economy, Marketing of services, Sales and Marketing Management- Organisation and Organisation Structure Organisation, Organisational Structure. Market and Marketing Research Market Research, Marketing Research, decision Making Vs Data/Information, - Fundamentals of Marketing Research; Data Collection; Study, Analysis and Research. Product Management Basic Concepts/Fundamentals of Product Management and Product Development, Product Planning and Product Management Process/System, A Decision on Product line, product Life Cycle- Flow chart, Brand Equity, Product Management Vs. Existing Products, Introduction of New Products, Evaluation of Profitability through Contribution Analysis for the Individual Product, Decision on Product Rationalisation including Product Revamping, Product Range, Product-Mix Extension, Elimination of a product. Sales Management Function Important Aspects on Sales Management, Managing the Sales Force-issue and Challenges, Team Management, Business Forecasting and Effective Planning, Marketing Communication, Distribution Strategy, Model Building and Models Models - As a Tool of Decision Making, Steps Involved in Model Building, Delphi Model, Economertric Model, Mathematical Programming, Sensitivity Analysis, Characteristics of Sensitivity Analysis, Simulation Techniques, Product Life Cycle, BCG Matrix Unit - V Strategic Planning and Control Reports/Review/Monitoring in sales and marketing, Strategic control in marketing and Sales Activities, Management Information System in Sales and Marketing, Princing Policy, Budget and Budgetary control in Sales, To manage change; Latest Strategies in Sales and Marketing; To Manage the competition; World Class Marketing and Strategies; Business Marketing Performance; ISO Quality Certification Process; Role of Government in Promoting Exports in the Global Scenario; Key Indicators of Business and Economic Growth; Corporate Values in management; Performance Review; Mergers and Acquisitions; Technology and Marketing; Analysis of Net Sales Realisation; Pricing Strategies; Challenges in Changing Business Scenario....

4 Unit - I. Unit - II. Unit - III. Unit - IV. Unit - V. Paper - II Sales and Distribution Management Nature and Scope of Management, Sales Management, Personal Selling and Salesmainship, Personal Selling Objective, Sales - Related Marketing policies Personal Selling Strategy, The Job of a Sales Manager, Sales Organisation, Personnel Management in the Selling Field Recruiting Sales Personnel, Sales Training, Execution and Evaluation Sales Training Programmes. Motivation and Morale of Sales Persons, Compensating Sales Persons, Management of Sales Expenses, Sales Meeting and Sales Contents Controlling Sales People - Evaluation and Supervision, Sales Budget, Sales Quotas, Sales Territories, Sales Control and Cost Analysis.... Unit - I. Unit - II Unit - III. Paper - III Sales Promotion The Field of Advertising Management The Advertiser, Facilitating Institutions, Perspectives on Advertising Advertising Planning and Decision Making Planning Framework, Marketing Strategy and Situation Analysis, The Marketing Plan, The communication and Persuasion Process, The Advertising Plan, Facilitating Agencies, Social, Legal and Global Factors Integrated Marketing Communications The Role of Advertising within the Marketing Program, The Role of advertising within the "Communication Mix", Direct or Database Marketing. Sales Promotions, Other Actions-Oriented Communications, Public Relations, Integrating the Different Elements Setting Goals and Objectives Function of Objectives, Behavioral Dynamics, Advertising Response Variables Intervening between Advertising and Action, Specifying the Target Segment, The DAGMAR Approach Segmentation and Positioning Segmentation Strategy, Positioning Strategies, Determining the Positioning Strategy, Making the Positioning Strategy, Message Strategy Attention and Comprehension Attention, From Attention to Recall, Attention versus Comprehension, Interpretation and Comprehension Understanding Benefit - Based Attitudes Attitude Levels and Components, Means - Ends and Laddering Analysis, Identify Important Attributes or Benefits, Using Multiattribute Attitude Models, Segmentation Using Attitude Structure.

5 Unit - IV. Unit - V. Associating Feeling with the Brand Modeling the Feeling Response to Advertising Transformational Advertising : Transforming the use experience, What Affects the Intensity of Feelings, Attitude toward the advertisement, The role of classical conditioning. Brand Equity, Image, and Personality Brand Equity, Brand personality associations, Why are brand personality associations Important, When are brand personality associations more important? Implementing a Brand Personality Strategy. Group Influence and word-of mouth advertising The concept of reference groups, Nature of reference group influences on brand choice, Factors influencing the Degree of Group Influence, informational Influence: word-of mouth, Normative Influence. Advertising regulation History of Federal regulation of advertising. Determining Deception using advertis ing research, remedies, competitor lawsuits, Self-regulation Advertising and Society A structuring of the issues, Nature and content of advertising, Effects on values and lifestyles, Economic effects of advertising, Advertising and Competition, remedies. Global Marketing and Advertising. The Globalization of Markets, Global production and marketing : The argument for Globalization, Persisting Cultural Difference : The Argument for localization, Crossnational difference in culture and consumer behavior, global consumer segments, Global branding and positioning, Global advertising, Message strategy, Message tactics, Media strategy, Media tractics, Organizing for global advertising.... Paper - IV Marketing of Services Unit - I. Unit - II. Services in Our Society Services,The Service Sector of Our Economy, Theories Explaining the Growth of Services. The Nature of Services and Service Encounters Introduction, General Concept of a Productive System, Characteristics of Service, The service Organization as a System, Service Encounters. The Focus of Service Management Customers and their Needs, Consumer behavior and a consumer decis sion model : External Influences, Internal Influences, Attitudes and Needs, Consumer Decision- Making Process. Unique Aspects of Service Purchases : Different Criteria, Different Sources of Information, Brand Switching and Repeat Purchase Behaviour, Risk Perception. Globalization of Service Management in the International arena International Trade in Services : General Increase in Demand for services, Increase in International Trade of goods. Common Customer Needs, Global Customers, Global Channels, Global Economics of Scale, Favorable Logistics, Advances in Technology, Government Policies and Regulations, Transferable Competitive Advantage Global Environment for Service Businesses, Forms of Globalization : International Trade, Foreign Direct Investment Alliances, Trends in Service Globalization

6 Unit - III. Unit - IV. Unit - V. Service Strategy and Competitiveness Value : Brief Historical Background on value, Definition of Value, A model of Service value, Strategy : Definition of strategy, Why an organization needs strategy, understanding the Competitive Environment, generic Competitive Strategies, Formulating a Competitive Service Strategy : Basic Elements of the strategic Service Vision, Integrative Elements of the strategic Service Vision. Positioning and Marketing of Services Integration of Marketing and Operations, Differences in Goods and Services Marketing : Tangibility, Organizational Features, Ownership, Use and Consumption, Scope of Marketing Activities, The Consumer's Role, Marketing Mix : Product (Service), Price, Place, Physical Evidence, Participants Managing Demand and Supply in Services Matching Demand and Supply in Such a challenge in Services, Managing Demand : Understanding Customers and Their needs, Studying the nature and pattern of Demand, Strategies for Influencing Demand, Strategies for Influencing Demand, Yield Management, Management Science Techniques, Management of Demand in Waiting, Managing Supply : Capacity, Components of Capacity, Strate gies for Management of supply....