MBA (Specialization : Marketing)

FOURTH SEMESTER Paper - 1

ADVERTISING AND PUBLICITY

*Syllabus: MM 401
Unit DETAILS SYLLABUS OF THE UNIT 1. ADVERTISING & PUBLICITY-MEANING & IMPORTANCE: Publicity and Advertising, Salesmanship and Advertising, How Advertising Helps the Salesman, Advertising is Selling, The Purpose and Importance of Advertising, Benefits to Manufacturer, Benefits to Retailer, Benefits to Consumer, Advertising and Social Welfare, Truth in Advertising, Misleading. Advertising Code for Commercial Advertising-, Criticism Against Modern Advertising, Acceptance of Advertising in India, Classifications of Advertising.
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WINDOW - DRESSING, SHOW-R(X)MS AND EXHIBITIONS: Forms of Advertising Media for Publicity, Media Selection, Uses, Advantages and Limitations, Store Display Shop Front and Shop Sign, Window Displaying and Window-Dressing, Position of the Window, Window Frames, Window's Space, The "Solus" Display, The Related Display, The Window Glass, Lighting and illumination, Changing Windows, Show Cards and Price Tickets, Interior Display, Exhibitions. PRESS ADVERTISING: Newspapers, Magazines, Women Papers, Trade Journals and Class-Publications, Foreign Papers, Miscellaneous Types, Circulation, Editorial and Advertisement Sections. OUTDOOR ADVERTISING: Posters, Railway Stations, Vehicular Advertising, Field Signs, Electric Light Signs, Neon Signs, Sky Advertising, Sandwich men. ADVERTISING LITERATURE AND OTHER FORMS OF ADVERTISING: Direct Mail Advertising, Advertising Literature or Circular Advertising, Direct Mail Advertising, Other Forms of Advertising, Cinema & Theatre Programmes, Souvenir Booklets, Film Advertising, Cinema Advertising, Screen Slides, Radio Advertising, Television Advertising, Mass Coverage.

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SVK Institute of Management, Nagpur.

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MBA (Specialization : Marketing)

FOURTH SEMESTER Paper - 2

SERVICE MANAGEMENT
*Syllabus: MM 402
Unit DETAILS SYLLABUS OF THE UNIT 1. Introduction to the Services Sector: Stages of Economic Activity, Society Based on Primary Activities, Society Based on Secondary Activities, Society Based on Tertiary Activities, Growing Importance of Services, Environmental Changes Ushering the Services Boom, Impact of Economic Liberalization Policy on Services, Questions. 2. Meaning and Characteristics of Services: Characteristics of Services and Service Operations, Intangibility of Services, Parallel Production and Consumption of Services, Time Perishable Commodity, Variable Nature of Services, Customer Participation in Production of Services, Selection of Service Facility Location Influenced by Customer , Classification of Services, Special Features Governing Services, Criteria for Selecting a Service Provider , Questions. 3. Strategic Management of Services : Fundamental Service Concept for Strategic Planning, The Service Delivery System, Service Facility Design and layout, Service Facility Layout, Utility of Process Flowchart in Services, Service Layout and Orientation, Location of the Service Facility, Factors Affecting Service Facility Location Decision, Other Considerations for Location Selection, Unconventional Approaches to Service Facility Location, The Service Encounter, The Service Encounter Triangle, The Service Finn, Servers or Contact Personnel, The Customers, Questions 4. Management of service Quality: Differences or Gaps in the Quality of Service, Measurement of Quality in Services, Bench Marking, Incorporating Quality in the Design of the Service Delivery System, Concept of Service Guarantee, Questions. 5. Demand and Supply Management of Services: Techniques for Managing Services Demand, Techniques for Managing Supply of Services, Management of Queues, Waiting and Its Implication in Services, Queue Arrangement, Questions.

SVK Institute of Management, Nagpur.

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