MBA-MM-301: MARKETING RESEARCH

Total Credits: 03
Lectures/Tutorial per week: 03/00
External: 60, Internal: 40
Time Allowed: 03 Hours
Course Objective: To familiarize the students with the concept and applications of marketing
research in industry for effective decision making.
Course Outcomes:
After reading this course, the student will be able:
CO-01: To understand the basic terminology of marketing research, and ethical issues in
marketing research.
CO-02: To examine the role of sampling techniques and data collection methods in conducting
research.
CO-03: To demonstrate the role of measurement and scaling techniques in qualitative research.
CO-04: To interpret both qualitative and quantitative data analysis techniques.
Course Contents:
UNIT-I
Marketing research: introduction, importance, nature, scope and applications in product
advertising, sales, social media and international marketing research ; Ethical issues in
marketing research; Role of marketing research agencies in India. Marketing research problem;
Marketing research design: Basic concepts, descriptive, exploratory and experimental research
design.
UNIT-II
Sampling: Sample and census study, methods of sampling, sampling and non-sampling errors,
determination of sample size; Data Collection: Observation, interview, questionnaire and
schedule methods.
UNIT-III
Scale of Measurement: Need of measurement in research, measurement scales, sources of errors
in measurement, techniques of developing measurement tools, characteristics of good
measurement; Scaling techniques: Comparative and non-comparative scaling techniques;
Reliability and validity of instrument.
UNIT-IV
Data analysis: Hypothesis, testing, tests of significance (parametric & non-parametric) Uni-
variate, bi-variate & multivariate data analysis (Factor, Conjoint & Cluster analysis); Report
preparation & presentation; Marketing research report application and follow up.
Note: Case studies and current/ latest trends to be compulsorily included in the above said
curriculum with at least one case per unit.
Suggested Readings:
 Cooper, D. R., and Pamela S. S., Marketing Research Concepts and Cases, McGraw Hill
Education, New Delhi.
  Malhotra, N. K., and Dash S., Marketing Research: An Applied Orientation, Pearson
Education.
 Boud, H. W., Westfall, R. L., and Stanley F. S., Marketing Research- Text and Cases,
RD Irwin.
 Green, P. E., and Donald S. T., Research for Marketing Decisions, Prentice Hall of India.
 Beri, G. C., Marketing Research, McGraw Hill Education, New Delhi.
Important Instructions:
 The list of specific references and cases will be announced by the concerned coordinator/
faculty at the time of launching of the course.
 The evaluation of students consists of both internal and external. Internal evaluation of 40
marks includes two mid-term examinations (15 marks) two assignments (15 marks) and
class participation (10 marks). The external evaluation includes end-term examination of
60 marks covering the whole syllabus.
 For end-term examination, the examiner is required to cover all the course contents in a
balanced manner while setting the question paper. There will be nine questions in all.
First question will consists of eight short questions of two marks each (16 marks)
covering the entire syllabus. In addition, there will be eight more questions (11marks
each) comprising two questions from each unit. The students are required to attempt five
questions in all, selecting at least one question from each unit. First question will be
compulsory.
 Wherever possible, the examiner may give a case study that will be equal to one question
only. The students may attempt case study in place of one question of any of the four
units.
 MBA-MM-302: CONSUMER BEHAVIOUR

Total Credits: 03
Lectures/Tutorial per week: 03/00
External: 60, Internal: 40
Time Allowed: 03 Hours

Course Objective: To equip the students with the basic behavioral concepts with regard to the
consumer and interdisciplinary nature of consumer behaviour.
Course Outcomes:
After reading this course, the student will be able:
CO-01: To recall the concepts of consumer behaviour and process of consumer behaviour.
CO-02: To apply and evaluate the impact of different motivational, perceptional, learning
theories on consumers.
CO-03: To evaluate the impact of group dynamics, culture and behavioural change on individual
preferences.
CO-04: To understand the models to manage the individual and group behaviour.

UNIT-I
Consumer Behavior: Nature, scope, and applications; Consumer based qualitative and
quantitative research; Market Segmentation: Bases of segmentation; Introduction to Industrial
Buying Behaviour; Consumer behavior in online space; Use of Information technology and AI in
consumer profiling and engagement.
UNIT-II
Motivation: Nature and types of motives, Maslow’s hierarchy of needs, McClelland’s APA
theory; Self-concept & its importance; Consumer Perception: Concept and elements of
Perception, Consumer Imagery, Perceived Risk; Consumer Learning: Behavioural and Cognitive
Learning Theories; Consumer Attitude: Functions, sources, formation Theories (Tri component,
Multi attribute and Cognitive Dissonance); Personality: Importance, theories of personality-
Freudian theory, Jungian theory, Neo-Freudian theory, Trait theory.
UNIT-III
Group Dynamics and Consumer Reference Groups: Types, factors, reference group influence on
products and brands, applications; Family: Consumer socialization process, consumer roles
within a family, purchase influences and role played by children, family life cycle and
applications in consumer behavior; Social Class: Determinants and characteristics of social class,
and applications in consumer behavior; Culture: Values and norms, characteristics, influence,
Sub-culture, Cross-cultural consumer behavior.
UNIT-IV
Consumer Decision Making Process and Models: Howard Sheth, Nicosia Model, Engel
Blackwell and Kollat; Opinion Leadership: process, profile of Opinion leader, Diffusion of
innovations: Diffusion Process, Adoption Process.
Note: Case studies and current/ latest trends to be compulsorily included in the above said
curriculum with at least one case per unit.
Suggested Readings:
 Schiffman, K., and Kumar, S. R., Consumer Behaviour, Pearson.
 Loudon, D. L., and Della Bitta, A. J., Consumer Behaviour, Concepts and Applications,
McGraw Hill Education, New Delhi.
 Peter, J. P. and Olson, Consumer Behaviour and Marketing Strategy, McGraw Hill
Education, New Delhi.
 Majumudar, R., Consumer Behavior - Insights from Indian Market, Prentice Hall of
India.
 Blackwell, R. D., and Engel, J. F., Consumer Behavior, Cengage Publication.
Important Instructions:
 The list of specific references and cases will be announced by the concerned coordinator/
faculty at the time of launching of the course.
 The evaluation of students consists of both internal and external. Internal evaluation of 40
marks includes two mid-term examinations (15 marks) two assignments (15 marks) and
class participation (10 marks). The external evaluation includes end-term examination of
60 marks covering the whole syllabus.
 For end-term examination, the examiner is required to cover all the course contents in a
balanced manner while setting the question paper. There will be nine questions in all.
First question will consists of eight short questions of two marks each (16 marks)
covering the entire syllabus. In addition, there will be eight more questions (11marks
each) comprising two questions from each unit. The students are required to attempt five
questions in all, selecting at least one question from each unit. First question will be
compulsory.
 Wherever possible, the examiner may give a case study that will be equal to one question
only. The students may attempt case study in place of one question of any of the four
units.
 MBA-MM-303: MARKETING OF SERVICES

Total Credits: 03
Lectures/Tutorial per week: 03/00
External: 60, Internal: 40
Time Allowed: 03 Hours

Course Objective: To acquaint the students with concepts and techniques that help in taking
decisions relating to various services marketing situations.
Course Outcomes:
After reading this course, the student will be able:
CO-01: To develops an understanding about the various concepts and importance of Services
Marketing.
CO-02: To enhance knowledge about emerging issues and trends in the service sector.
CO-03: To understand the alternative pricing approaches available to the manager.
CO-04: To learn to implement service strategies to meet new challenges.
Course Contents:
UNIT-I
Introduction to Services: Concepts, characteristics, contribution and reasons for the growth of
services sector, difference in goods and service in marketing, Marketing Challenges of Services,
Role of Services in Modern Economy, Services Marketing Environment, Service marketing
triangle, service marketing mix, Service Quality Model: GAPS Model; SERVQUAL
UNIT-II
Service Design & Development: Service development and design: Challenges of service design,
types of new services, core and supplementary elements, new service development process;
Service blueprinting: Nature, need and process of blueprinting; Physical evidence and the
Servicescapes: Nature, Importance and Types, role and its effect on individual behaviour.
UNIT-III
Pricing of Services: Characteristics of pricing in services, difference between services pricing
and goods pricing, Pricing approaches, Pricing Strategies; Applying the Service Concepts:
Integrated services strategy, globalization of services, financial services marketing, Marketing in
Tourism, Retail, Hospitality, Logistics, Health Care Sector, Event Management, Service
Marketing Opportunities in India.

arketing in Tourism, Retail,

Hospitality, Airlines, Telecom, IT
& ITES,
Sports & Entertainment, Logistics,
Health Care Sector, Event
Management Services and Banks
& Financial Sector, NonProfit
Organisations
Marketing in Tourism, Retail,
Hospitality, Airlines, Telecom, IT
& ITES,
Sports & Entertainment, Logistics,
Health Care Sector, Event
Management Services and Banks
& Financial Sector, NonProfit
Organisations
UNIT-IV
Managing Relationships in Services: Building customer loyalty, Complaint handling and Service
recovery strategies; Service culture, employee‘s role, strategies to deliver quality, cycle of
failure, mediocrity and success, self service technologies and customer participation; Delivering
services through intermediaries: Nature and types of intermediaries, role of electronic channels
in service delivery; Managing demand and capacity: Waiting line strategies integrated;
Integrated Services Marketing Communications.

Note: Case studies and current/ latest trends to be compulsorily included in the above said
curriculum with at least one case per unit.
Suggested Readings:
 Zeithmal, A, V., & Bitner, M. J., Services Marketing, McGraw Hill Education, New
Delhi.
 Lovelock, C., Services Marketing, 7/e, Pearson.
 Nargundkar, R., Services Marketing, 3/e, McGraw Hill Education, New Delhi.
 Hoffman and Bateson, Services Marketing, 4/e, Cengage Learning.
 Rampal, M. K., and Gupta, S. L., Service Marketing - Concept, Applications, Cases,
Galgotia Publishing company, New Delhi.

Important Instructions:
 The list of specific references and cases will be announced by the concerned coordinator/
faculty at the time of launching of the course.
 The evaluation of students consists of both internal and external. Internal evaluation of 40
marks includes two mid-term examinations (15 marks) two assignments (15 marks) and
class participation (10 marks). The external evaluation includes end-term examination of
60 marks covering the whole syllabus.
 For end-term examination, the examiner is required to cover all the course contents in a
balanced manner while setting the question paper. There will be nine questions in all.
First question will consists of eight short questions of two marks each (16 marks)
covering the entire syllabus. In addition, there will be eight more questions (11marks
each) comprising two questions from each unit. The students are required to attempt five
questions in all, selecting at least one question from each unit. First question will be
compulsory.
 Wherever possible, the examiner may give a case study that will be equal to one question
only. The students may attempt case study in place of one question of any of the four
units.

MBA-MM-304: RETAIL MANAGEMENT

Total Credits: 03
 Lectures/Tutorial per week: 03/00
External: 60, Internal: 40
Time Allowed: 03 Hours

Course Objective: To familiarize the students with the basic retailing concepts and developing
the marketing competencies in retailing and retail consulting.
Course Outcomes:
After reading this course, the student will be able:
CO-01: To develop knowledge of contemporary retail management issues at strategic level.
CO-02: To describe and analyze the way retailing works, specifically the key activities and
relationships.
CO-03: To provide an academic underpinning to the above through the applications of retailing
theory and research.
CO-04: To understand how to utilize the techniques used in retail management.
Course Contents:
UNIT-I
Introduction to Retailing: Significance of retailing, Emergence of organized retailing, Retailing
in India; Retail Theories: Theories of retail development, Concept of retail life cycle; Retail
formats: classification of retail stores, Role of franchising in retail. Store based & Non- Store
based Retailing.

UNIT-II
Understanding the Retail Consumers: Factors influencing retail shopper, Consumer decision
making process, Indian Retail shopper; Store Location: Trading area analysis, Types of
locations, Factors affecting location decision, Location based retail strategies.
UNIT-III
Store Design: Store layout, Types of layouts; Visual Merchandising overview, Interiors and
Exteriors; Retail Pricing: every day pricing, competitive based pricing, price skimming,
market-oriented pricing, marginal cost pricing, mark-up pricing, vendor pricing, competitive
pricing, psychological pricing; Financial merchandise management; Measuring financial
performance.

UNIT-IV
Retail Marketing and Promotion: Nature, scope, relationship marketing, market strategies, retail
research; Understanding the retail customer: retail market, population analysis, demographic
analysis, consumer behavior; Retail Communication mix: Retail promotion programme, retail
advertising media, promotional budget, Steps in planning retail communication; Role of Point of
Purchase in Retail; Role of Private Labels; International Retailing, Ethical and legal issues in
Retailing: Dealing with ethical issues, social responsibility, environmental orientation, waste
reduction at retail stores.
Note: Case studies and current/ latest trends to be compulsorily included in the above said
curriculum with at least one case per unit.
Suggested Readings:
 Gilbert, D., Retail Marketing Management, Prentice Hall of India.
 Gibson, G. Vedamani - Retail Management- Functional Principles and Practice, Jaico
Publishing House.
 Pradhan, S., Retailing Management- Text and Cases, McGraw Hill Education.
 Berman, B. and Evans R, E., Retailing Management- A Strategic Approach, Prentice
Hall of India.
 Ogden, J. R., and Ogden, R., Integrated, Retail Management, Dreamtech Press.
Important Instructions:
 The list of specific references and cases will be announced by the concerned coordinator/
faculty at the time of launching of the course.
 The evaluation of students consists of both internal and external. Internal evaluation of 40
marks includes two mid-term examinations (15 marks) two assignments (15 marks) and
class participation (10 marks). The external evaluation includes end-term examination of
60 marks covering the whole syllabus.
 For end-term examination, the examiner is required to cover all the course contents in a
balanced manner while setting the question paper. There will be nine questions in all.
First question will consists of eight short questions of two marks each (16 marks)
covering the entire syllabus. In addition, there will be eight more questions (11marks
each) comprising two questions from each unit. The students are required to attempt five
questions in all, selecting at least one question from each unit. First question will be
compulsory.
 Wherever possible, the examiner may give a case study that will be equal to one question
only. The students may attempt case study in place of one question of any of the four
units.

MBA-MM-305: MARKETING ANALYTICS

Total Credits: 03
 Lectures/Tutorial per week: 02/02
External: 60, Internal: 40
Time Allowed: 03 Hours

Course Objective: To impart the knowledge about the concept, tools and applications of
marketing analytics in industry for effective decision making.
Course Outcomes:
After reading this course, the student will be able:
CO-01: To develops an understanding about the various concepts and importance of marketing
analytics.
CO-02: To understand the applications of statistics in marketing data analytics.
CO-03: To identify and apply the various techniques for customer analysis.
CO-04: To analyse and interpret the role of digital media data for effective decision making.

Course Contents:
UNIT-I
Marketing Analytics: Concept, importance, challenges, process; Skills required by analytics
manager; Types of measurement scale for marketing data; Descriptive, Predictive and
Prescriptive analytics; Data preparation through pivot tables, Slicing and dicing through Ms-
Excel, Data summary using graphs, Making decisions by summarizing; Marketing analytics tools
and software.

UNIT-II
STP and Product Analytics: Segmentation using Exploratory Factor Analysis and Cluster
Analysis; Perceptual mapping for positioning; Product design through Conjoint Analysis, test
marketing through moving average.
UNIT-III
Customer Analytics: Measuring consumer satisfaction, loyalty, trust and lifetime value through
regression, Confirmatory factor analysis, Structural equation modeling.

UNIT-IV
Digital Data Analytics: Web analytics, Search Engine Optimization; Measuring paid search:
click-through rate, cost per click, conversion rate, cost per acquisition, return on ad spend; Social
Media Analytics: Social media listening, reach, engagement, visibility, conversion rate; Email
analytics.
Note: Case studies and current/ latest trends to be compulsorily included in the above said
curriculum with at least one case per unit.

Suggested Readings:
  Winston, W. L., Marketing Analytics: Data-Driven Techniques with Microsoft Excel,
John Wiley & Sons, Inc.
 Venkatesan, R., Farris, W. P., Wilcox, T. R., Marketing Analytics: Essential Tools for
Data-Driven Decisions, University of Virginia Press.
 Malhotra, N. K., and Dash S., Marketing Research- An Applied Orientation, Pearson.
 Khan, G. F., and Sponder, M., Digital Analytics for Marketing (Mastering Business
Analytics), Routledge.
 Hartman, K., Digital Marketing Analytics: In Theory and In Practice, Ostmen
Bennettsbridge Publishing.
Important Instructions:
 The list of specific references and cases will be announced by the concerned coordinator/
faculty at the time of launching of the course.
 The evaluation of students consists of both internal and external. Internal evaluation of 40
marks includes two mid-term examinations (15 marks) two assignments (15 marks) and
class participation (10 marks). The external evaluation includes end-term examination of
60 marks covering the whole syllabus.
 For end-term examination, the examiner is required to cover all the course contents in a
balanced manner while setting the question paper. There will be nine questions in all.
First question will consists of eight short questions of two marks each (16 marks)
covering the entire syllabus. In addition, there will be eight more questions (11marks
each) comprising two questions from each unit. The students are required to attempt five
questions in all, selecting at least one question from each unit. First question will be
compulsory.
 Wherever possible, the examiner may give a case study that will be equal to one question
only. The students may attempt case study in place of one question of any of the four
units.

MBA-MM-401: SALES AND DISTRIBUTION MANAGEMENT

 Total Credits: 03
Lectures/Tutorial per week: 03/00
External: 60, Internal: 40
Time Allowed: 03 Hours

Course Objective: To acquaint the students with the concepts of sales and distribution
management essential for growth of business.
Course Outcomes:
After reading this course, the student will be able:
CO-01: To understand the fundamentals of sales and distribution management.
CO-02: To analyze differences in business selling and consumer selling and find innovative
ways to increase market sales.
CO-03: To interpret the global nature of sales function and illustrate how culture play.
CO-04: To collaborate amongst the sales team and improve the team’s performance to maximize
sales.
Course Contents:
UNIT-I
Sales Management: Introduction, nature and importance of sales management, Role of a sales
manager, Types of sales management positions, Theories of personal selling, Personal selling
objectives, Sales forecasting methods, Sales related marketing policies.
UNIT-II
Sales Force Management: Personal selling process, Kind and size of the sales force, sales
Organization structures, Sales territories & quotas, Sales budgets; Sales job analysis, Sales force
compensation structure, Sales force motivation, Sales contests.
UNIT-III
Distribution Management: Introduction, Need and scope of distribution management, Marketing
channels strategy, Levels of channels, Functions of channel partners, Evolution & possible
channel formats; Designing channel systems: Channel Intensity, Channel Design Process,
Selecting Channel Partners, Channel Policies.
UNIT-IV
Channel Information Systems: Elements of CIS, Role of Information System in Distribution
Channel Management, Assessing Performance of Marketing Channels; International SDM:
Nature of International Markets, Sales and distribution management in international markets.

Note: Case studies and current/ latest trends to be compulsorily included in the above said
curriculum with at least one case per unit.
Suggested Readings:
 Panda, T. K., Sahadev, S., Sales & Distribution Management, Oxford University Press.
 Krishna, K. H., Vasant, M. C., Sales & Distribution Management – Text & Cases,
McGraw Hill Education, New Delhi.
  Still, R. R., Cundiff, E. W., Govoni, N. A. P., Sales Management: Decisions, Strategies
& Cases, Pearson Education.
 Johnson, F. M., Kurtz, D. L., Scheuing E. E., Sales Management: Concepts Practice, and
Cases, McGraw Hill Education, New Delhi.
Important Instructions:
 The list of specific references and cases will be announced by the concerned coordinator/
faculty at the time of launching of the course.
 The evaluation of students consists of both internal and external. Internal evaluation of 40
marks includes two mid-term examinations (15 marks) two assignments (15 marks) and
class participation (10 marks). The external evaluation includes end-term examination of
60 marks covering the whole syllabus.
 For end-term examination, the examiner is required to cover all the course contents in a
balanced manner while setting the question paper. There will be nine questions in all.
First question will consists of eight short questions of two marks each (16 marks)
covering the entire syllabus. In addition, there will be eight more questions (11marks
each) comprising two questions from each unit. The students are required to attempt five
questions in all, selecting at least one question from each unit. First question will be
compulsory.
 Wherever possible, the examiner may give a case study that will be equal to one question
only. The students may attempt case study in place of one question of any of the four
units.
 MBA-MM-402: INTEGRATED MARKETING COMMUNICATION

Total Credits: 03
Lectures/Tutorial per week: 03/00
External: 60, Internal: 40
Time Allowed: 03 Hours

Course Objective: To develop an understanding of integrated marketing communication tools

and techniques in industry for effective promotion and branding.
Course Outcomes:
After reading this course, the student will be able:
CO-01: To understand the role of integrated marketing communication strategy.
CO-02: To understand the objectives of integrated marketing communication strategy.
CO-03: To analyze the role of creativity in integrated marketing communication strategy.
CO-04: To examine the role of various integrated marketing tools.

Course Contents:
UNIT-I
Integrated Marketing Communication: Meaning and process; Communication process; Source,
message and channel factors; Analyzing the receiver, Response process: cognitive processing of
communications, Cognitive response approach, Elaboration likelihood model.

UNIT-II
Establishing objectives for integrated marketing communications programmes; Planning &
decision making, determining promotional objectives-marketing versus communication
objectives, sales versus communication objectives. DAGMAR Approach.
UNIT-III
Creativity in advertising; Creative strategy: Planning, the creative process, creative strategy
development, implementation and evaluation; Advertising appeals and execution styles; Creative
tactics: creative tactics for print advertising, creative tactics for television.
UNIT-IV
Publicity; Publicity v/s Public relation; Public Relation: Meaning, process, developing &
executing the PR programme; Personal Selling; Sales Promotion; Direct marketing; The internet
and integrated marketing communications
Note: Case studies and current/ latest trends to be compulsorily included in the above said
curriculum with at least one case per unit.
Suggested Readings:
 Belch, G. E., and Belch, M. E., Advertising & promotion-an integrated marketing
communications perspective, McGraw Hill Education, New Delhi.
 Clow and Baack, Integrated Advertising, Promotion, and Marketing Communications,
Pearson Education.
  Blythe, Marketing communication, Pearson Education.
 Duncan, T., Integrated marketing communication, McGraw Hill Education, New Delhi.
 O Guinn and Semenik, A., Advertising and Integrated Brand Promotion, Cengage
Learning.
Important Instructions:
 The list of specific references and cases will be announced by the concerned coordinator/
faculty at the time of launching of the course.
 The evaluation of students consists of both internal and external. Internal evaluation of 40
marks includes two mid-term examinations (15 marks) two assignments (15 marks) and
class participation (10 marks). The external evaluation includes end-term examination of
60 marks covering the whole syllabus.
 For end-term examination, the examiner is required to cover all the course contents in a
balanced manner while setting the question paper. There will be nine questions in all.
First question will consists of eight short questions of two marks each (16 marks)
covering the entire syllabus. In addition, there will be eight more questions (11marks
each) comprising two questions from each unit. The students are required to attempt five
questions in all, selecting at least one question from each unit. First question will be
compulsory.
 Wherever possible, the examiner may give a case study that will be equal to one question
only. The students may attempt case study in place of one question of any of the four
units.
 MBA-MM-403: PRODUCT AND BRAND MANAGEMENT

Total Credits: 03
Lectures/Tutorial per week: 03/00
External: 60, Internal: 40
Time Allowed: 03 Hours

Course Objective: To acquaint the students with the concepts of product and brand management
faced by firms operating in competitive markets.
Course Outcomes:
After reading this course, the student will be able:
CO-01: To understand the competition at product level as well as brand level.
CO-02: To examine how a favorable brand and memorable brand experiences can influence a
firm’s ability to withstand competitive pressures and thrive in dynamic market conditions.
CO-03: To understand principles of Branding, role of brands, elements and components of
brands, brand equity, etc.
CO-04: To understand the implications of planning, implementing and evaluating branding
strategies.
Course Contents:
UNIT-I
Product Management: Meaning, importance of the Product Manager’s Job, Planning and control
systems for product management, Product portfolio planning and analysis, Mapping,
understanding company Product/Brands and Competitive Brand market position, Impact of
Global forces on Products.
UNIT-II
Product Planning and Development: Meaning, objectives, reasons, processes, and challenges,
forecasting demand, estimating market opportunity; Test Marketing: Types, design issues,
Evaluation of test marketing results; Market Entry Decisions: Launching New Product Programs,
National Launching of New Products, Tracking the Launch, Absorbing the new product in the
Mix.
UNIT-III
Basic Understanding of Brands: Concept, process, significance, challenges and opportunities,
Brand mark and Trademark; Types of Brands: Family Brand, Individual Brand, Private Brand,
Co-Branding, selecting a Brand Name; Functions of a Brand: Branding decisions, influencing
factors; Understanding Customer Based Brand Equity; Monitoring Brand Performance; Branding
Research: Designing and implementing branding research, Brand design and structures.
UNIT-IV
Brand Loyalty: Loyalty Programs, Building strong Brands. Measuring Brand Performance,
Brand extensions; Brand Equity Management: Brand Equity Measurement, Brand leverage,
Global Branding strategies, Brand audit, Role of Brand manager; Brand Rejuvenation and Re-
launch, Brand Development through Acquisition, Takeover and Merger; Relaunching the brand,
methods and success rate.
Note: Case studies and current/ latest trends to be compulsorily included in the above said
curriculum with at least one case per unit.
Suggested Readings:
 Donald, R. L., & Russell S. W., Product Management, McGraw Hill Education, New
Delhi.
 Keller, K.L., & Swaminathan, V., Strategic Brand Management: Building, Measuring
and Managing Brand Equity, Prentice Hall of India.
 Trott, P., Innovation Management and New Product Development, Prentice Hall of India.
 Kapferer, J., The New Strategic Brand Management: Advanced Insights and Strategic
Thinking, Kogan Page.
 Verma, H. V., Brand Management, Excel Books.
Important Instructions:
 The list of specific references and cases will be announced by the concerned coordinator/
faculty at the time of launching of the course.
 The evaluation of students consists of both internal and external. Internal evaluation of 40
marks includes two mid-term examinations (15 marks) two assignments (15 marks) and
class participation (10 marks). The external evaluation includes end-term examination of
60 marks covering the whole syllabus.
 For end-term examination, the examiner is required to cover all course contents in a
balanced manner while setting the question paper. There will be nine questions in all.
First question will consists of eight short questions of two marks each (16 marks)
covering the entire syllabus. In addition, there will be eight more questions (11marks
each) comprising two questions from each unit. The students are required to attempt five
questions in all, selecting at least one question from each unit. First question will be
compulsory.
 Wherever possible, the examiner may give a case study that will be equal to one question
only. The students may attempt case study in place of one question of any of the four
units.
 MBA-MM-404: STRATEGIC MARKETING

Total Credits: 03
Lectures/Tutorial per week: 03/00
External: 60, Internal: 40
Time Allowed: 03 Hours

Course Objective: To develop skills for analysing business opportunities and design appropriate
competitive marketing strategies for higher market share.
Course Outcomes:
After reading this course, the student will be able:
CO-01: To understand the meaning and process of strategic marketing.
CO-02: To understand the role of consumer and competitors in strategic marketing.
CO-03: To understand the marketing mix strategies for organization.
CO-04: To understand how to implement and control various marketing strategies.

Course Contents:
UNIT-I
Strategic Marketing: Meaning, nature and historical perspective; Strategic marketing
management v/s Marketing management, Process of strategic marketing planning; Scanning the
environment for Strategy formulation; Internal analysis and external analysis; Strategic choices
and decisions at corporate level, SBU level and functional level; Generic competitive strategies:
Cost leadership strategy, Differentiation strategy, Focused strategy,
UNIT-II
Consumer Behaviour Analysis; Market segmentation, Targeting and Positioning Analysis;
Competitor Analysis; Rationale, process, types of competitors and their strategies; Market
leaders, Market challengers, Market followers and Market nichers.
UNIT-III
Marketing Mix Strategies: Product strategies, Branding strategies, Pricing strategies,
Promotional strategies and Distribution based strategies.
UNIT-IV
Role of Portfolio Analysis in Strategic Marketing Choice: BCG Matrix, GE 9 Cell Model, Shell
Directional Policy Matrix; Understanding Different organizational approaches to business
development: Organic Growth, Acquisition, Alliance, Management Buyout, and Diversification;
Implementing, managing and controlling marketing strategies.

Note: Case studies and current/ latest trends to be compulsorily included in the above said
curriculum with at least one case per unit.
Suggested Readings:
1. Aaker, D. A., Strategic Market Management, John Wiley & Sons.
2. Buzzell, R. D. and Gale, B. T., The PIMS Principles: Linking Strategy to Performance,
New York, Free Press.
3. Cravens, D. W., Strategic Marketing, Irwin.
 4. Wilson, R. M. S. and Gilligan, C., Strategic Marketing Management: Planning,
Implementation and Control, Butterworth -Heinemann.
5. Levitt, T., Marketing Myopia, Harvard Business Review.
6. Ohmae, K., The Mind of the Strategist , Penguin Books, New York
7. Porter, M. E., Competitive Strategy, The Free Press, New York.
Important Instructions:
 The list of specific references and cases will be announced by the concerned coordinator/
faculty at the time of launching of the course.
 The evaluation of students consists of both internal and external. Internal evaluation of 40
marks includes two mid-term examinations (15 marks) two assignments (15 marks) and
class participation (10 marks). The external evaluation includes end-term examination of
60 marks covering the whole syllabus.
 For end-term examination, the examiner is required to cover all the course contents in a
balanced manner while setting the question paper. There will be nine questions in all.
First question will consists of eight short questions of two marks each (16 marks)
covering the entire syllabus. In addition, there will be eight more questions (11marks
each) comprising two questions from each unit. The students are required to attempt five
questions in all, selecting at least one question from each unit. First question will be
compulsory.
 Wherever possible, the examiner may give a case study that will be equal to one question
only. The students may attempt case study in place of one question of any of the four
units.
 MBA-MM-405: DIGITAL & SOCIAL MEDIA MARKETING

Total Credits: 03
Lectures/Tutorial per week: 03/00
External: 60, Internal: 40
Time Allowed: 03 Hours
Course Objective: To develop an understanding of the concepts, tools and techniques used in
digital and social media for solving marketing problems.
Course Outcomes:
After reading this course, the student will be able:
CO-01: To understand the concept of digital marketing and its, evolution, key concepts and
benefits.
CO-02: To understand the concept of content marketing, search engine optimization, mobile
marketing, affiliate marketing.
CO-03: To learn the concept and practical implications of search engine marketing and social
media marketing.
CO-04: To learn the various tools of social media marketing and web analytics methods.

Course Contents:

UNIT-I
Digital marketing: Meaning, Evolution, and importance; Difference between traditional
marketing and digital marketing, Key concepts of digital marketing, benefits of digital
marketing, tools required in digital marketing process, career and scope of digital marketing.
UNIT-II
Content marketing, Affiliate marketing, Search Engine Optimization (SEO), E-mail Marketing,
guidelines and its methods, Mobile marketing and its Importance, Digital marketing-pay per
click, SMS marketing.
UNIT-III
Social Media Optimization (SMO), Social Media Marketing (SMM), Difference between search
engine optimization and social media optimization, list of social media, importance of social
media, Responsibility of social media managers; Top social media marketing tools.
UNIT-IV
Digital Marketing: CRO, Web analytics, Google AdWords, Google Analytics; Social Media
Marketing: Facebook, Pinterest, Twitter, LinkedIn, YouTube, Instagram; Quora Marketing

Note: Case studies and current/ latest trends to be compulsorily included in the above said
curriculum with at least one case per unit.
Suggested Readings:
 Hanson, W. and Kalyanam, K., Internet Marketing and E-Commerce, Cengage Learning.
 Mullen, J. and Daniels, D., E-Marketing - An Hour a Day, Sybex Publisher.
 Chaffey, Dave and Chadwick, F. E., Digital Marketing- Strategy, Implementation and
Practice, Pearson Education, New Delhi.
 Kotler, P., Principles of Marketing, Pearson Education, New Delhi.
  Kaufman, Era and Chris Hortan, Digital Marketing- Integrating Strategies and Tactics
with Values, Routledge.
 Ahuja, V., Digital Marketing, Oxford University Press.

Important Instructions:
 The list of specific references and cases will be announced by the concerned coordinator/
faculty at the time of launching of the course.
 The evaluation of students consists of both internal and external. Internal evaluation of 40
marks includes two mid-term examinations (15 marks) two assignments (15 marks) and
class participation (10 marks). The external evaluation includes end-term examination of
60 marks covering the whole syllabus.
 For end-term examination, the examiner is required to cover all the course contents in a
balanced manner while setting the question paper. There will be nine questions in all.
First question will consists of eight short questions of two marks each (16 marks)
covering the entire syllabus. In addition, there will be eight more questions (11marks
each) comprising two questions from each unit. The students are required to attempt five
questions in all, selecting at least one question from each unit. First question will be
compulsory.
 Wherever possible, the examiner may give a case study that will be equal to one question
only. The students may attempt case study in place of one question of any of the four
units.
.