The marketing course aims to work on students at two levels: first, build a solid foundation of marketing fundamentals while introducing students to the various marketing disciplines; and secondly, sensitize students to the changing marketing environment and current trends in those fields.
The changing marketing environment constantly challenges and tests the mettle of marketing managers. Emergence of truly online businesses, social media marketing and online reputation management are some important marketing realities, which have far reaching impact on consumer buying behaviour and marketing strategy and therefore demand full attention. Marketing experts and practitioners, worldwide, recommend complete integration of marketing communication tools, as their existence in silos subtracts from their potential impact. Yet, they represent only part of the environment that has been changing. India’s emergence as an attractive consuming nation has been recognized globally with many multinationals vying for Indian consumers’ share of wallet. The changing structure and demographics of Middle India and Rural India are now, more than ever, attractive to marketers, domestic and foreign alike. New retail formats offer exciting possibilities to marketers and have an impact on traditional thought on distribution mechanisms. Indian brands, too, are creating their mark in international markets.
In the backdrop of the above developments, the Marketing DC-II carries courses on Consumer Behaviour, Brand Management, Rural Marketing, Retail Management, Sales and Distribution Management as well as Integrated Marketing Communications. The course contents are current and created keeping in mind job profiles that a fresh marketing management graduate expects to encounter. Through this course, students shall benefit from an all-round perspective on the marketing discipline, and armed with theoretical and practical knowledge, hit the ground running.
DISCIPLINE COURSE-II: MARKETING
DC-II: MKT: 3.1 Consumer Behaviour
DC-II: MKT: 4.1 Integrated Marketing Communications
DC-II: MKT: 5.1 Sales & Distribution Management
DC-II: MKT: 6.1 Retail Management
DC-II: MKT: 7.1 Brand Management
DC-II: MKT: 8.1 Rural Marketing
PAPER No. DC-II: MKT: 3.1
Learning Objective: This course is meant to equip undergraduate students with basic knowledge about issues and dimensions of Consumer Behaviour. Students are expected to develop the skill of understanding and analysing consumer information and using it to create consumer-oriented marketing strategies
Unit I Lectures: 15
Introduction to Consumer Behaviour; Introduction to Industrial Buying Behaviour. Consumer Needs and Motivation: Characteristics of Motivation, Arousal of Motives, Theories of Needs and Motivation: Maslow’s Hierarchy of Needs, McLelland’s APA theory, Murray’s List of Psychogenic Needs, Bayton’s Classification of Motives. Types of Involvement; Role of Consumer Research. Personality and Consumer Behaviour. Importance of Personality, Theories of Personality: Freudian Theory, Jungian Theory, Neo Freudian Theories, Traits Theory, Brand Personality, Theory of Self Images. Self-Concept and its importance
Unit II Lectures: 10
Consumer Perception: Concepts of Absolute Threshold Limit and Differential Threshold Limit, subliminal Perception, Perceptual Processes: Selection, Organisation and Interpretation, Consumer Imagery: Product Positioning and Repositioning, Packaging as a Positioning Element, Perceived Price & Quality, Positioning of Services, Perceived Risk. Situational Influences on Consumer Behaviour: Social & Physical Surroundings, Temporal Factors, Moods, Reasons for Shopping, Atmospherics.
Unit III Lectures: 12
Consumer Learning: Importance of Learning on Consumer Behaviour, Learning Theories: Classical Conditioning, Instrumental Conditioning, Cognitive Learning Theory, Consumer Involvement: Central & Peripheral Routes to Persuasion, Measures of Consumer Learning. Consumer Attitudes: Formation of Attitudes, Functions performed by Attitudes, Models of Attitudes: Tri-Component Model, Multi-Attribute Models, Attitude toward the Ad Model, Strategies of Attitude Change, Cognitive Dissonance and Attribution Theory
Unit IV Lectures: 10
Influence of Consumer Reference Groups & Opinion Leadership. Types of Reference Groups, Factors affecting reference group influence, Word-of-Mouth Communication. Diffusion of Innovations: Product Characteristics Influencing Diffusion, Resistance to Innovation, Adoption Process. Opinion Leadership: Characteristics and Needs of Opinion Leaders & Opinion Receivers, Interpersonal Flow of Communication. Influence of Family as a Reference Group: Consumer Socialization Process, Consumer Roles within a Family, Purchase Influences and Role played by Children, Family Life Cycle
Unit V Lectures: 9
Social Class & Consumer Behaviour: Determinants of Social Class, Measurement and Characteristics of Social Classes. Influence of Culture on Consumer Behaviour: Characteristics of Culture, Core Values held by Society and their influence on Consumer Behaviour, Introduction to Sub-cultural and Cross-cultural influences. Consumer Decision Making Process: Problem Recognition, Pre-Purchase Search Influences, Information Evaluation, Purchase Decision (Compensatory Decision Rule, Conjunctive Decision Rule, Lexicographic Rule, Affect-Referral, Disjunctive Rule), Post-Purchase Evaluation
1. Schiffman, L.G., Kanuk, L.L., & Kumar, S.R. (2011). Consumer Behaviour. (10th ed.). Pearson.
2. Solomon, M.R. (2009). Consumer Behaviour – Buying, Having, and Being. (8th ed.) New Delhi: Pearson Prentice Hall.
1. Blackwell, R.D., Miniard, P.W., & Engel, J. F. (2009). Consumer Behaviour. New Delhi: Cengage Learning.
2. Hawkins, D.I., Best, R. J., Coney, K.A., & Mookerjee, A. (2007). Consumer Behaviour – Building Marketing Strategy. (9th ed.). Tata McGraw Hill.
3. Kotler, P. & Keller, K. L. (2012). Marketing Management (Global Edition) (14th ed.). Pearson
PAPER No. DC-II: MKT: 4.1
INTEGRATED MARKETING COMMUNICATIONS
Learning Objective: This course will equip the students with knowledge about the nature, purpose and complex construction in the planning and execution of an effective Integrated Marketing Communications (IMC) program. Students will learn about various tools of IMC and the importance of coordinating them for an effective marketing communications program
Unit 1 Lectures: 12
Introduction to IMC and the Communications Process: Evolution of IMC and reasons for its growth, promotional tools for IMC, IMC Planning Process, Role of IMC in Marketing Process, Communication Process; Traditional & Alternative Response Hierarchy models. Establishing Objectives and Budgeting: Determining Promotional Objectives, Sales v/s communication objectives, DAGMAR, Problems in Setting Objectives, Setting objectives for the IMC Program, Establishing and Allocation of Promotional budget
Unit II Lectures: 12
Creative and Media Strategy: The Creative Process, Inputs to the Creative Process, Advertising Appeals, Execution, Concepts in Media Planning and Strategy, Developing a Media Plan – Market Analysis, Establishing Media Objectives, Developing and Implementing Media Strategies, Evaluation and Follow up, Advertising Spiral
Unit III Lectures: 8
Evaluation of Broadcast, Print and Support Media: Advantages and Disadvantages of Television, Measuring TV Audience, Advantages and Disadvantages of Radio, Advantages and Disadvantages of Magazines, Circulation and Readership, Advantages and Disadvantages of Newspaper Advertising, Types of Support Media: Traditional and Non-Traditional, Advantages and Disadvantages of Support Media
Unit IV Lectures: 14
Evaluating Sales Promotion, Direct Marketing, Interactive Marketing, Public Relations & Personal Selling: Objectives and Types of Direct Marketing, Advantages and Disadvantages of Direct Marketing, Objectives of Interactive Media Marketing, Measures of Effectiveness on Internet, Advantages and Disadvantages of Internet, Growth of Sales Promotions, Types of Sales Promotions: Consumer and Trade Promotions, Process, Advantages and Disadvantages of Public Relations, Publicity: Advantages and Disadvantages, Nature, Advantages and Disadvantages of Personal Selling
Unit V Lectures: 10
Measuring Effectiveness of the Promotional Program & Evaluating Social, Ethical and Economic Aspects: Measuring Effectiveness: Arguments for and against, Advertising Research- What, When, Where & How, Testing Process. Advertising and Promotion Ethics, Advertising and Children, Social and Cultural Consequences – Stereotypes, Economic Effects of Advertising
1. Belch, G.E., Belch, M. A., & Purani, K. (2010). Advertising and Promotion-An Integrated Marketing Communications Perspective. (7th ed.). Tata McGraw Hill.
1. Lane, W.R., King, K. W., & Russell, J.T. (2008). Kleppner’s Advertising Procedure. (16th ed.). Pearson Education.
2. Clow, K.E., & Baack, D. (2007). Integrated Advertising, Promotion and Marketing Communication. (3rd ed.). Prentice Hall of India.
PAPER No. DC-II: MKT: 5.1
SALES AND DISTRIBUTION MANAGEMENT
Learning Objective: To teach students with the dynamics of sales and its strategy for accomplishing individual and organizational goals. Highlighting the functions of distribution, service outputs to be delivered by marketing channel for mass coverage. Understanding the role and developments of new formats in relation to sales.
Unit I Lectures: 9
Introduction to Sales Management: Evolution of sales management. Nature, role and importance .Types of personal selling. Types of selling, Selling skills and situations. Modern day sales activity. Emerging trends in sales management.
Unit II Lectures: 11
Sales management process: Sales management process(Selling process), AIDAS theory of selling, right set of circumstances ,theory of selling, buying formula theory of selling, behavioral equation theory of selling. Buyer seller dyads, Case study.
Unit III Lectures: 11
Management of Sales Territory & Sales Quotas: Introduction, Sales territory, size of sales territory, allocation of sales territory, designing of sales territory. Introduction to sales quotas, procedures of setting quotas, types of sales quotas, methods and problems in setting sales quotas, sales control and analysis, Case study.
Unit IV Lectures: 12
Distribution Management: Introduction, Distribution channels: why are they required, activities that a typical distribution channel performs, valuation enhancement through the distribution function, distribution channel strategy, distribution channel management. Designing customer oriented channel, capturing customer requirement, conducting cost analysis, Case study.
Unit V Lectures: 13
Customer-Oriented Logistics Management-Managing channel member behaviour: Introduction, objectives of logistics, logistics planning, transportation decisions. Channel relationships, channel control, channel power, channel positioning, channel influence strategies, channel conflict, Case study.
1. Panda Tapan K. & Sahadev Sunil (2005). Sales and Distribution Management (5th ed.). New Delhi: Oxford Publication.
2. Still Richard R., Cundiff Edward W., Govoni Norman, A.P. Sales Management (5th ed.). New Delhi: Prentice hall of India.
1. Dr. Gupta S.L. (2013). Sales and Distribution Management (1st ed.). New Delhi: Excel Books .
2. Anderson. Professional Sales Management (2nd ed.). New Delhi: Tata McGraw hill.
3. Berman Barry (2009). Retail management (11th ed.). New Delhi: Prentice Hall.
4. Dutta Bholanath (2011). Sales and Distribution Management. New Delhi: I K International Publishing House Pvt. Ltd.
PAPER No. DC-II: MKT: 6.1
Learning Objective: The objective of this course is to develop marketing competencies in retailing and retail consulting. Besides, the course is designed to foster the development of the student’s critical and creative thinking skills.
Unit I Lectures: 10
Overview of Retailing Management: Introduction to retailing, concept, Nature, scope, Functions of retailing; Building and sustaining relationships; Retail organization structure, Retail management process Types of Retail Outlets
Unit II Lectures: 12
Retail Management Situational Analysis: Retail institutions by ownership; Retail institutions by store-based strategy mix; Web, non store-based, and other forms of non-traditional retailing; Identifying and understanding the customer Choosing a store location: Trading-area analysis; Site selection; Store design and layout
Unit III Lectures: 8
Retail Marketing: Advertising and sales promotion, Retail marketing strategies, store positioning, retail marketing mix, CRM, Advertising in Retailing, types of retail sales promotion.
Unit IV Lectures: 8
Retail Merchandising-Management & Pricing: Buying function, Markups & Markdown in merchandise management, shrinkage in Retail merchandise management, concept of merchandise pricing, pricing options, pricing strategies, pricing objectives, types of pricing
Unit V Lectures: 18
Managing Retail Business and Future of Retailing: Elements/ components of retail store operation, store administration, store manager responsibility, inventory management, management of receipts, Retail organization and HRM; Operations management: financial and operations dimensions; retail staffing process, Managing retail services; Service characteristics; store maintenance and store security, Retailing through Internet, Career opportunities in Retail, Road ahead in India
1. Berman B and Evans J R. (2006). Retail Management (9th ed.).New Delhi: Pearson Education.
2. Michael Levy M and Weitz B W & Pandit Ajay (2004). Retailing Management (6th ed.). New Delhi: Tata McGraw-Hill.
1. Bajaj, Tuli and Srivastava (2004). Retail Management (2nd ed.). New Delhi: Oxford University Publication.
2. Ogden & Ogden (2005). Integrated Retail Management. Biztantra Publications.
3. Dr. Harjit Singh (2011-2012). Retail Management (4th ed.). New Delhi: S. Chand
4. Bhatia S.C. (2008). Retail Management. (10th ed.). New Delhi: Atlantic Publishers.
PAPER No. DC-II: MKT: 7.1
Learning Objective: To attain a comprehensive knowledge on the subject of Brands, Brand Equity and Brand Management and the design and implementation of marketing programs to build and manage Brand Equity. Course Contents:
Unit 1 Lectures: 8
Introduction to the concept of Brand Management: Brand –Meaning, Definition, Evolution of Brands, Functions of Brand for a consumer, Role of Brand- Advantages of a Brand, Brand Versus Product, Branding- Meaning, Creation of Brands through goods, services, people, organisation, retail stores, places, online, entertainment, ideas. Branding Challenges and Opportunities, Brand Management-Meaning & Definition. Strategic Brand Management Process – Steps in Brand Management Process.
Unit II Lectures: 11
Customer Based Brand Equity, Brand Equity: Meaning and Sources, Steps in Building Brands, Brand building blocks-Resonance, Judgments, Feelings, performance, imagery, salience- Brand Building Implications. Positioning, Dimensions of brand identity, Brand identity prism, Brand positioning – Meaning, Point of parity & Point of difference, Positioning guidelines Brand Value: Definition, Core Brand values, Brand mantras, Internal branding.
Unit III Lectures: 11
Choosing Brand Elements to Build Brand Equity: Criteria for choosing brand elements, options & tactics for brand elements – Brand name, Naming guidelines, Naming procedure, Awareness, Brand Associations, Logos & Symbols & their benefits, Characters & Benefits, Slogans & jingles, Packaging. Designing Marketing Programs to build Brand Equity: New perspectives on Marketing, Product Strategy, Pricing Strategy and Channel Strategy.
Unit IV Lectures: 9
Leveraging Secondary Brand Associations to build Brand Equity: Conceptualising the leveraging Concept, Company, Country of Origin, Channels of Distribution, Co-Branding, Licencing, Celebrity Endorsements, Sporting, Cultural and Other Events.
Unit V Lectures: 17
Brand Extension: Meaning, Types, Needs, Advantages & Disadvantages, Understanding how consumers evaluate Brand Extensions, Evaluating Brand Extension Opportunities. Making Brands go Global: Geographic extension, sources of opportunities for global brand, single name to global brand, consumers & globalization, conditions favouring marketing, barriers to globalization, Standardisation versus Customisation.
1. Keller, K.L. & Parameswaran, M.G. (2011). Strategic Brand Management, Building, Measuring & Managing Brand Equity. (3rd ed.). New Delhi: Prentice Hall of India.
1. Verma, H.V. (2006). Brand Management- Text and Cases. (2nd ed.). New Delhi: Excel Books.
2. Kapferer, J.N. (2012). The New Strategic Brand Management – Advanced Insights and Strategic Thinking. (5th ed.). London: Kogan Page.
3. Sengupta, S. (2005). Brand Positioning- Strategies for Competitive Advantage. (2nd ed.). Tata McGraw Hill.
PAPER No. DC-II: MKT: 8.1
Learning Objective: The objective of this course is to provide conceptual understanding on the Indian Rural Marketing Environment so that students can develop skills, plan products, and understand consumer and marketing characteristics for contributing to the emerging challenges in rural marketing. Course contents:
Unit I Lectures: 5
Introduction to Rural Markets: Definition and scope of Rural Marketing, Rural Market in India – size and scope, Emerging profile of rural markets in India, Factors contributing to Growth of Rural Markets, Constraints in Rural Marketing and Strategies to overcome constraints, Rural vs. Urban markets
Unit II Lectures: 15
Environment and Consumer Behaviour Analysis of Rural Markets: Geo-demographics – Population, Occupation Pattern, Literacy Level; Economic Factors – Income Generation, Expenditure Pattern, Rural Credit Institutions, Rural Demand and Consumption Pattern, Rural Market Index; Land Use Pattern, Irrigation, Rural Infrastructure – Rural Housing, Electrification, Roads, Communication, Characteristics of Rural Consumers, Researching Rural Consumers Pattern of Purchase and Consumption, Influence of Perception & Attitudes, Degree of Brand Loyalty & Reference Groups; Factors affecting Consumer Behaviour: Social factors, Cultural Factors, Technological Factors, Lifestyle, Personality, Consumer Buying Process.
Unit III Lectures: 12
Developing Rural Marketing Strategies – Product & Pricing Strategies: Segmenting, Targeting and Positioning – Basis of Segmentation and Approaches to Rural Segmentation including Multi-attribute Segmentation, Targeting- Evaluation and Selection of Segments, Positioning- Identifying and Implementing the Positioning Concept; Four As of Rural Marketing Mix; Product Strategy – Rural Product Categories – FMCGs, Consumer Durables, Agriculture Goods & Services; Importance of Branding, Packaging and Labelling; Nature of Competition in Rural Markets, the problem of Fake Brands; Pricing Strategies in Rural Markets.
Unit IV Lectures: 12
Distribution Strategy: Accessing Rural Markets, Channels of Distribution – Stockists, Rural Retail System, Vans, Mobile Traders, Haats/Shandies, Public Distribution System, Co-operative Societies, Prevalent Rural Distribution Models- Distribution Models of FMCG Companies, Distribution Model of Durable Companies, Emerging Distribution Models – Corporate–Self Help Groups, Satellite Distribution, Syndicated Distribution, ITC’s Distribution Model, Petrol pumps and Extension counters, Barefoot agents, Agricultural agents, Other channels, Ideal distribution model for Rural markets.
Unit V Lectures: 12
Communication Strategy: Challenges in Rural Communication, Developing Effective Communication- Profiling the Target Audience, Determining Communication Objectives, Designing the Message, Selecting the Communication Channels, Deciding the Promotion Mix, Creating Advertisements for Rural Audiences, Rural Media- Mass media, Non-Conventional Media, Personalised media; Influence of Consumer Behaviour on Communication Strategies
1. Krishnamoorthy R. (2013). Introduction to Rural Marketing (3rd ed.). Himalya Publishing House.
2. Kashyap Pradeep & Raut Siddhartha (2004). Rural Marketing (5th ed.). New Delhi: Biztantra.
1. Ramakrishnan Ruchika (2006). Rural Marketing in India – Strategies and Challenges. (1st ed.). New Century Publications.
2. The Marketing Whitebook (2012-2013). (1st ed.). New Delhi, Business World.
3. T.P. Gopal Swamy. Rural Marketing (2nd ed.). New Delhi: Vikas Publishing House.
4. Dogra Balaram & Ghuman Karminder (2008). Rural Marketing. (1st ed.). New Delhi: Tata McGraw Hill