MarketingManagementII

Classof Credit : 2011 : 2 AcademicYear Semester Sessions : First : II : 22 CourseCode : SLMM502

Objective
Tofamiliarizestudentswiththeotherelementsofmarketingmix. IntroducemarketingtoolsandframeworkstoaddressproblemsofPracticeinmarketingwith emphasisoncompetitionandstrategicconsiderations TofamiliarizestudentsonRuralmarkets,Globalmarketing andemergingtrendsinmarketing AUTHOR/PUBLICATION ICMR Kotler,Philip.PrenticeHallofIndia2008 Ramaswamy,VS/Namakumari,S. MacmilianIndiaLimited 2009 Etzel,MichaelJetal. McGrawHill/Irwin Keegan,WarrenJ.PrenticeHallofIndia Aaker,DavidA.FreePress1991

REFERENCEBOOKS MarketingManagement MarketingManagement:Analysis,Planning, th ImplementationandControl,11 e MarketingManagement:GlobalPerspective th IndianContext,4 e th Marketing,13 e

th GlobalMarketingManagement,7 e

ManagingBrandEquity,illustratededition

DetailedSyllabus
Promotion Decisions: Concept of Communication and PromotionmixCommunication Process Audience Objective Designing the Measures The Promotion Budget The Promotionmix Evaluating the Promotion Advertising Decisions Publicity and Sales Promotion Objectives ToolsProgram PretestingImplementing Evaluating PrinciplesofPersonnelSelling. Pricing Decisions: Internal andExternalFactorsAffectingPricingDecisions PricingObjectives Pricing Approaches Costbased PricingBuyerbased PricingCompetitionbased PricingNew Product Pricing Strategies Productmix Pricing Strategies Price Adjustment Strategies Price Changes. Direct and Online Marketing: Growth of direct marketing Customer database and direct marketing Channelsofdirectmarketing OnlinemarketingInternetandEcommerce. Brand Decisions: Packaging and Labeling Decisions and product decisions with emphasis on e branding. Global Marketing: Economics of International Marketing Global Markets Export Marketing StrategiesGovernmentSupport. Ruralmarketing Strategic Planning and The Marketing Process: The Strategic Planning Process : Defining the CompanyMission,ObjectivesandRolesTheCorporateSWOT DesigningtheBusinessPortfolio Planning Functional Strategies Developing a marketing plan Innovation, The Marketing ManagementProcess:TargetConsumersDevelopingtheMarketingMix ManagingtheMarketing

DetailedSyllabus TheClassof2011

SecondSemester

Effort CreatingCompetitive Advantage:CompetitorAnalysisIdentifyingtheCompany'sCompetitors Determining Competitor's Objectives Identifying the Competitor's Strengths and Weaknesses EstimatingCompetitor'sReactionPatterns SelectingCompetitorstoAttackandAvoid Competitive Strategies: Competitive Positions Leader Strategies Challenger Strategies Marketfollower Strategies Niche Strategies Balancing Customer and Competition Orientations, competitivearenamapping. Responsibility and Ethics in Marketing: Social Criticism and Responsibility of Marketing EnvironmentalFactorsinMarketingManagementConsumerismandConsumerProtectionLawsin India. CurrentDevelopments Cases StrategicPlanningandMarketingProcess o MusicworldRedifiningtheIndianmusicretailing ZeeTelefilmsCompetitiveStrategies CreatingCompetitiveAdvantage o Branding o MaggiBrandinIndia AirDeccanIndiasfirstlowcostairlines PricingpoliciesatSatyamInfoway

Pricingdecisions o o

DirectandOnlineMarketing o LGIndia:DirectSellingMicrowaveOvens GlobalMarketing IKEAsGlobalMarketingStrategy Promotiondecisions o o o LenovoBuilding aglobalBrand NamingaPharmaBrandAProductManagersdilemma HarnessingthepowerofOnlinesocialcommunities RaceSpecificDrugBidil

MarketingOrganization,ResponsibilityandEthicsinMarketing o

(Source:CaseStudiesinManagementVolumeVandVII)

DetailedSyllabus TheClassof2011

SecondSemester

SuggestedScheduleofSessions Topic PromotionDecisions (includingcasediscussion) PricingDecisions (includingcasediscussion) DirectandOnlineMarketing(includingcasediscussion) BrandingDecisions GlobalMarketing (includingcasediscussion) Ruralmarketing StrategicPlanningandTheMarketingProcess (includingcasediscussion) CreatingCompetitiveAdvantage(includingcasediscussion) CompetitiveStrategies ResponsibilityandEthicsinMarketing (includingcasediscussion) Total No.ofSessions 4 4 2 1 1 1 3 4 1 1 22

DetailedSyllabus TheClassof2011

SecondSemester