1. Kumar, Nirmaalya. (2004).

Marketing as strategy. Massachusetts:

Harvard Business School Publishing.
2. Anderson Carol H. and Vincze Julian W., (2004),
Strategic Marketing Management
2nd Ed, Boston:Houghton Mifflin Company.
3. Ferrell O.C and Hartline Michael D., (2005),
Marketing Strategy
3rd Ed,
SouthWestern:Thomson Learning Inc.
4. Walker, Boyd, Mullins and Larreche, (2003),
Marketing Strategy,
4th Ed,
New Delhi, Tata McGraw Hill.
5. HBRs 10 Must Reads on Strategic Marketing,
HBSP,2012.
6. Shajahan S., Strategic Marketing: Text and Cases; The Indian perspective,
Viva Books,
2010,
First edition.
7. Richard M S Wilson, Colin Gilligan,
Strategic Marketing Management: Plannin, implementation and control,
2005.

RETAIL MANAGEMENT

Course Objectives:
1. To enhance the knowledge of retailing and prepare them for careers in the area of
retailing.
2. To enable the students acquire an understanding of the concept and meaning of
multichannel retailing, types of retailers, customer buying behavior.

3. To enable the students to assess and understand the retail market strategy, retail location
importance, HRM, information, supply chain management, customer relationship
management.
4. To develop knowledge of merchandise planning and assortment, pricing, retail
communication mix, store management, store layout design and visual merchandising
UNIT I
Basic concept of retailing retail development, types and functions of retailers, multi channel
retailing, organized retailing in India, special characteristics of retailing services ,legislation for
retailing in India.
UNIT II
Retail strategy: market strategy, retail format and target market, building sustainable
competitive advantage, growth strategies, strategic retail planning process, Financial Strategy,
Human Resource Management, Information Systems and Supply Chain Management.
UNIT III
Retail location: Types, location opportunitiesselection of location and Site analysis.
Merchandise Management: Managing Merchandise Assortments, Merchandise Planning
Systems, Buying Merchandise, National brands or Private labels.
UNIT IV
Store Management: Store layout, design objectives of good store design, space planning, visual
merchandising, merchandise presentation techniques, importance of atmospheres, store
operations and inventory management-Visual merchandising. Retail pricing strategy:
Objectives, pricing calculations and approaches, price adjustments.
UNIT V
Retail communication mix: selecting promotional mix, planning retail communication process,
develop brand loyalty and image, Customer Service: Customer service strategies, customer
evaluation of service quality, Gap model for improving retail service quality, Customer
Relationship Management.
Note: Relevant cases have to be discussed in each unit.
References
1. Levy, Michael and Weitz, Barton A, Retailing Management. Tata McGrawHill
Publishing Limited, New Delhi., 2011.
2. A.J. Lamba:The Art of Retailing, Tata McGraw Hill Education Pvt. Ltd. New
Delhi.2011

3. SwapnaPradhan, Retail management, Tata McGraw Hill Education Pvt. Ltd. New
Delhi, 2012
4. Berman Barry, Joel R. Evans and Mini Mathur, Retail Management-A Strategic
Approach, Pearson Education, New Delhi, 2011.
5. Chetan Bajaj RajnishTuli,NidhivarmaSrivastava:Retail Management, Oxford
University Press, NewDelhi, 2012.
6. Gilbert David, Retail Marketing Management. Pearson Education, India., 2003.

Course Outcomes:
1. The knowledge of retailing is enhanced to make them opt careers in the area of retailing.
2. The concept and meaning of multichannel retailing, types of retailers, customer buying
behavior is understood.
3. The importance of retail market strategy, retail location importance, HRM, information,
supply chain management and customer relationship management is understood.
4. The knowledge of merchandise planning and assortment, pricing, retail communication
mix, store management, store layout design and visual merchandising is developed.

SERVICES MARKETING
COURSE OBJECTIVES
1. To develop insights into emerging trends in the service sector.
2. To supplement basic marketing and marketing strategy courses by focusing on problems
and strategies specific to marketing of services.

3. To deal with the problems commonly encountered in marketing services -such as

intangibility, difficulty in synchronizing demand and supply, difficulty in controlling
quality and retaining customers.
4. To be able to develop New service on their own considering all the factors involved in
New service development.

UNIT-I
Understanding services marketing: Introduction, services in the modern economy,
Classification of services, marketing services Vs. Physical services, services as a system, The
Growth of Service Sector, Employment opportunities in Service Sector, The Service Sector in the
Indian Economy.
UNIT-II
Services market segmentation: The process of market segmentation, selecting the appropriate
customer portfolio, creating and maintaining valued relations, customer loyalty. Service
Branding, Brand Equity, Positioning Strategies.
UNIT-III
Consumer behavior in services: The nature of service consumption, understanding customer
needs and expectations, Strategic responses to the intangibility of service performances, Service
perception, consumer Purchase decision Process. Extended service marketing mix: need for
additional elements in marketing mix, CRM. Development of a New Service Product.
UNIT-IV
Pricing strategies for services: Service pricing, Service Attributes that influence Pricing
Decisions, foundations of pricing objectives, Pricing Discrimination in Services, Pricing and
demand, Putting service pricing strategies into practice.
UNIT-V
Service promotion: The role of marketing communication. Setting communication objectives,
marketing communication mix. Planning and managing service delivery- The physical evidence
of the service space. The role of intermediaries, Internal Marketing, External Marketing and
Interactive Marketing.
Relevant cases have to be discussed in each unit
REFERENCES

1.
2.
3.
4.
5.
6.
7.

Zeithmal and Bitner ,Services Marketing, TMH, New Delhi,2012

Christopher Lovelock, Services Marketing, Pearson Education,New Delhi, 2013
RajendraNargundkar: Services Marketing, TMH, New Delhi 2011.
Christian Gronroos: Service Management and Marketing, WileyIndia, New Delhi,2010
Ram Mohan Rao, K: Services Marketing, Pearson Education,New Delhi, 2013.
S.M. Jha: Services Marketing, Himalaya Publishing House, 2011.
John E.G.Bateson, K.Douglas Hoffman: Services Marketing,Cengage Learning, New
Delhi, 2012
8. C.Bhattacharjee: Services Marketing, Excel Books, New Delhi, 2010

Course Outcome:
At the end of the course the students are expected to
1)
2)
3)
4)

Understand the importance of services in the contribution of GDP.

Analyze the markets into various segments of customers.
Demonstrate the ability to formulate pricing strategies for services.
Develop a new service product by following the stages in new service development
process.

CONSUMER BEHAVIOUR AND MARKET RESEARCH

COURSE OBJECTIVES
1. To examine the nature of Consumer behavior
2. To provide students with an understanding of the wide range of social, cultural and
economic factors which influence consumer behavior.

3. To analyze the application of research tools with regard to formulation of marketing

strategy.
4. To understand purchasing behaviors of consumer.

UNIT I
Introduction to Consumer Behavior: Understanding consumers and market segments.
Evolution of consumer behavior, Consumer analysis and business strategy, Models of Buyer
Behavior, Consumer Motivation, Perception, Learning and Behavior Modification, ,Social and
cross cultural influences on buying behavior, Reference Groups and Family, Personal influence.
UNIT-II
Persuasive Communication: Components of communications process, designing persuasive
communication and Diffusion of Innovations. Consumer Decision Processes High and Low
Involvement, Pre-purchase Processes, Post Purchase processes, Brand Loyalty and Repeat
Purchase behavior.
UNIT-III
Consumerism: The roots of consumerism, consumer safety, consumer information, ethical
environmental concerns, Rights of Consumers, Consumer Protection Act 1986, Relationship
Marketing - Meaning of relationship marketing Consumer Behavior and E-business, Online
buyer behavior
UNIT-IV
Market research: Market research process, Research concepts; exploratory, descriptive and
conclusive research, The market decision-making process, The need of different types of market
research, Types of marketing problems, Types of marketing research, Sources of data- use and
appraisal of existing information, Marketing information systems
UNIT-V
Market data collection: Information from respondents, Sampling design, Scaling techniques
and questionnaire design, Interviewing, mail surveys, Information from experiment,

experimental design for marketing, Motivational research, Advertising research, Analysis and
reporting, Ethics in market research.
Relevant cases have to be discussed from each unit
References
1. Schiffman, L.G and Kanuk L.L, Consumer Behavior, 8/e, Pearson Education, New Delhi,
2003.
2. Roger D. Black Well et al, Consumer Behavior, 9/e Cengage,New Delhi, 2012.
3. RamneekKapoor, Nnamdi O Madichie: Consumer Behavior Text and Cases, TMH, New
Delhi, 2012.
4. Ramanuj Majumdar: Consumer Behavior insight from Indian Market, PHI Learning,
New Delhi, 2011.
5. Malhotra,The Essentials of Marketing Research-A hands on orientation PHI Learning,
2015.

COURSE OUT COMES

1. The students will be able to understand business markets and the related concepts and
theories involved in business activities.
2. Student can able to describe the business organization buying behavior with particular
emphasis on the globalization of modern business.
3. Student can analyze business situations in the context of buyer-seller relationships,
consumer relationship management and supply chain management.
4. Student can understand consumer perception towards purchasing of various products.

INTERNATIONAL MARKETING
COURSE DESCRIPTION
Several reasons have compelled companies to go international like saturated domestic market,
possibility of higher profitability in international markets, opportunity in terms of huge potential,
risk reduction, competition from overseas companies in local markets, etc. The purpose of this
course is to educate students to meet international challenges and understand the fundamental
principles/ theoretical framework associated with international activities.

COURSE OBJECTIVES
1. To enable the students to understand the basic concepts of international marketing.
2. To help the students to understand the peculiarities of international marketing.

3. To enable the students to understand how to canalize and target the international
markets.
4. To develop students the ability to develop marketing mix for international markets.
UNIT-I
International Marketing: Scope and Significance of International Marketing, - Difference
between international and domestic marketing -Need for international trade- Analysis of global
environment-Business customs in global markets
UNIT-II
Canalizing and targeting international market opportunities: Information requirements for
global markets-Global marketing information system-Global market research- Segmenting the
global markets-Global targeting-Global product positioning
UNIT-III
International product management: International product life cycle-Product saturation Levels
in global Market-Geographic Expansion, Strategic Alternatives-New products in International
Marketing, Product and culture-Branding in International Market.
UNIT-IV
International Marketing Channels: channels Distribution Structures-Distribution PatternsChallenges in Managing an international Distribution Strategy-Selecting Foreign Country
Market intermediaries-The management of physical distribution of goods. - Export Marketing:
Export Policy Decisions of a firm
UNIT-V
Pricing and Promotion for international Markets: Environmental influences on Pricing
Decisions Global Pricing Policy Alternatives, Transfer pricing, Grey Market goods,Global
Advertising, Global promotion.
Relevant cases have to be discussed from each unit

Course outcomes
1.
2.
3.
4.

Understanding the basic concepts, scope and significance of international marketing.

The ability to segment and target the international markets.
Ability to design marketing mix for international markets.
Understanding product and branding cultures of international markets.

References
1.Czinkota: International Marketing, Cengage Learning,New Delhi, 2009

2. Philip R. Cateora, John L. Graham, International Marketing 11/e, Tata McGraw-Hill

Co. Ltd.,2002.
3. R.Srinivasan: International Marketing, Prentice-Hall of India Pvt. Ltd., 2010
4. U.C Mathur: International Marketing Management, Sage Publications, New Delhi 2008
5. Sak Onkvisit: International Marketing, Routledge Publications, New Delhi, 2009

ADVERTISING AND SALES PROMOTION

COURSE DESCRIPTION
Thiscourseinvestigatesvariouspromotionaltoolsusedinthecommunicationmix,suchasadvertising,
salespromotion,andpublicity,tosellproductsandservices.Conceptsinclude:advertisingplanning
processes,determiningadvertisingandpromotionalgoalsandobjectives,controlandevaluationof

advertisingandpromotionalprograms,andregulatoryissues.Studentswilldevelopacomprehensive
advertisingcampaignforarealorimaginaryproduct.

COURSE OBJECTIVES

To identify the terms and concepts that are commonly used in promotion and advertising.
To identify and analyze the ethical issues concerned with advertising.
To compare and select various forms of media in order to maximize effectiveness.
To demonstrate preparation to comprehend the basic advertising and promotion concepts
and functions.

UNIT-I
Advertising : Introduction, types of advertisement consumer, industrial, institutional, retail,
trade and professional, Advertising department , advertisement manager-objectives and
functions, Role of advertisement agencies, functioning of advertisement agencies. Advertising
agency skills and service, client agency relationship.
UNIT-II
Advertising Budgets: Introduction, Factors Influencing Budget Setting, Common Budgeting
Approaches. Media planning: Characteristics, media selection, optimizing and non-optimizing
approaches, media scheduling, Space and Time Buying, Cost Considerations
UNIT-III
Advertising and creative strategy : Introduction, Advertising Copy, Types of advertising copy;
Creativity in Advertising, Copy Testing Methods, Visual Strategies, Art department specialists,
Developing a layout. Ethics in Advertising: The Advertising Standards Council of India
(ASCI), Cultural, religious and racial sensitivity in advertising.
UNIT-IV
Sales Promotion: Introduction, Meaning and Importance of Sales Promotion, Sales promotion
objectives Tools and Techniques of Consumer Sales Promotion, Trade Promotions,
Unconventional promotion media: Sponsorships, Mobile advertising, Word-of-mouth, Village
fairs, internet marketing
UNIT-V
Sales promotion campaign: Sales promotion requirement identification, Designing of sales
promotion campaign, Involvement of salesmen and dealers, National and international promotion
strategies, Online sales promotions.
Course outcomes

1. An ability to understand various kinds of advertisements and role of advertising

department in an organization.
2. An understanding of various types of media and their characteristics in order to maximize
the effectiveness of advertisements.
3. Understanding of different sales promotional tools and techniques used by the marketer
in promoting the products.
4. An ability to design the sales promotion campaigns by involving various stake holders.
Relevant cases have to be discussed from each unit
References:
1) Kenneth Clow. Donald Baack, "Integrated Advertisements, Promotion and Marketing
communication", Prentice Hall of India, New Delhi, 2003.
2) S.H.H.Kazmi, Satish K Batra, "Advertising & Sales Promotion", Excel Books, New
Delhi,2008.
3) George E Belch, Michel A Belch, "Advertising & Promotion", McGraw Hill,
Singapore.2003.
4) Kruti Shah, Alan DSouza,Advertising and promotions-an IMC perspective,
McGrawHill, New Delhi.2008
5) Shimp: Advertising and Promotion, C engage Learning, New Delhi,2010.

LOGISTICS AND SUPPLY CHAIN MANAGEMENT

Course Objective:
1. To understand the importance of gaining competitive advantage through logistics
management.
2. To understand critical facets of supply chain management and their inter-relationships.
3. To understand the aspects of sourcing, transportation and pricing decisions.
4. To develop an understanding of global logistics and global supply chains.

Course Structure:
UNIT-I
Logistics and Competitive strategy: Competitive advantage Gaining Competitive advantage
through logistics-Integrated supply chains Competitive performance - Models in Logistics
Management - Logistics to Supply Chain Management Focus areas in Supply Chain
Management.- Customer service and retention- Basic service capability Value added services.
UNIT-II
Measuring logistics costs and performance: The concept of Total Cost analysis Principles of
logistics costing Logistics and the bottom-line Impact of Logistics on shareholder value customer profitability analysis direct product profitability cost drivers and activity-based
costing.
UNIT-III
Logistics and Supply chain relationships: Benchmarking the logistics process and SCM
operations Mapping the supply chain processes Supplier and distributor benchmarking
setting benchmarking priorities identifying logistics performance indicators Channel structure
Economics of distribution channel relationships logistics service alliances.
UNIT-IV
Sourcing, Transporting and Pricing Products: sourcing decisions and transportation in supply
chain infrastructure suppliers of transport services transportation economics and pricing
documentation - pricing and revenue management Lack of coordination and Bullwhip Effect Impact of lack of coordination. - CRM Internal supply chain management.
UNIT-V
Managing global Logistics and global Supply Chains: Logistics in a global economy views of
global logistics- global operating levels interlinked global economy The global supply chains
-Global supply chain business processes Global strategy Global purchasing Global logistics
Channels in Global logistics Global alliances Issues and Challenges in Global supply chain
Management.
Note: Relevant cases are to be dealt at the end of each unit.

References

1. Donald J.Bowersox and David J.Closs, Logistical Management: The Integrated Supply
ChainProcess, TMH, 2003.
2. Edward J Bradi, John J Coyle: A Logistics Approch to Supply Chain Management,
Cengagelearning, New Delhi, 2010.
3. D.K.Agrawal: Logistics and Supply Chain Management, MacMillan Publishers, 2010
4. Sunil Chopra and Peter Meindl: Supply chain Management: Strategy, Planning
andOperation, 2/e, Pearson Education, New Delhi 2009
5.K.Sridhar Butt: Logistics and Supply Chain Management, Himalaya Publishing, New
Delhi,2009

Course Outcomes:
1. The importance of gaining competitive advantage through logistics management is
understood.
2. The critical facets of supply chain management and their inter-relationships is
understood.
3. The aspects of sourcing, transportation and pricing decisions are understood.
4. An understanding of global logistics and global supply chains is developed.

PRODUCT MANAGEMENT
COURSE STRUCTURE
Product knowledge as an essential issue in modern marketing, is critical for strategic decisions
and operative decisions. The product policy and its interrelation with other marketing mix
elements, define the marketing management scenario. Product management subject is focused
since the beginning on strategic and operational marketing issues. Every single variable is to be

review from a global to individual perspective, but permanently focused on processes for taking
decisions.

COURSE OBJECTIVES

To equip the students with the various dimensions of product management such as
product-line decisions, product platform and product life cycle.
To provide a framework to understand the new product development process and product
management functions within an organization
To explore the various issues related to Brand Management
To develop familiarity and competence with the strategies and tactics involved in
building, leveraging and defending strong brands in different sectors.

UNIT1
Basic concept of Product: Levels of products, Classifications of products, Product Portfolio
Analysis, Product planning, Product differentiation and deletions, Defining Market strategies
for leaders, challengers, Followers. Product life Cycle and market evaluation.
UNIT-II
New Product Development: Categories of New Product, New product Development
process, Diffusion Concept, product testing, New Product Launch, Product modification,
Pricing decision, Customer and competitor analysis.
UNIT -III
Packaging: Introduction, Advantages and Importance of Packaging, Packaging design
Consumer protection, Mandatory disclosures, benchmarking in packing, Technology and
packing, Packaging trends in India, Product Piracy, Worthy Products.

UNIT -IV
Concept of Branding: Concept of Brand, Traits of Successful Brands, Anatomy of Brand,
Brand Positioning, Leveraging Brands, Brand equity, Brand extensions , Brand Inside and
Outside, Brand building.
UNIT-V

Managing brands: Brand Extensions, Brand over Time, Stages of concept Management,
Challenges facing Brands, Brand valuation, Brand Revitalization and Elimination.
Course outcomes
1. Understanding of various dimensions of product management such as product mix,
product lines and branding.
2. An ability to develop and launch new products into the market.
3. An understanding of traits of successful brands in the market,
4. An understanding of how to build , leverage and defend strong brands in the market
with successful strategies.

Relevant cases have to be discussed from each unit

References:
1. Richard Eliott: Strategic Brand Management, Oxford University Press, New Delhi,
2008
2. Helen Edwards: Creating Passion Brands, Kogan Page Publication, New Delhi, 2010
3. Brad Van Auken: Branding, Jaico Publishing House, New Delhi, 2010
4. Harsh.V.Verma: Essentials of Brand Management, Excel books,2010
5. K.S.Chandra sekhar: Product Management, Himalaya Publishing House, New
Delhi,2015
6. S.A.Chunawalla: Product Management,Himalaya Publishing House, New Delhi,2014
7. S.L.Gupta: Brand Management, Himalaya Publishing House, New Delhi, 2010
8. YLR Moorthy: Brand Management, Vakas Publishing House, New Delhi, 2009

BUSINESS TO BUSINESS MARKETING

COURSE OBJECTIVES

1. To define the business environment and priorities of B2B marketing and the similarities
and differences between the marketing practices when serving the needs of organization
versus consumer goods.
2. Describe the applications, challenges and the dynamic environment of B2B marketing,
including the unique nature of organizational buying behavior.
3. To acquaint the students with industrial buying behavior and purchase systems.
4. To familiarize with the application of marketing mix in business to business marketing.
UNIT-1

Basic Dimensions : The Industrial Marketing system, Differences between Industrial &
Consumer Marketing, The industrial marketing environment, The demand for industrial goods,
Industrial marketing research.

UNIT II
Industrial purchasing System: The various dimensions of industrial buyer, Segmentation,
Buyer characters, types of purchasing organization, purchasing system, value and vendor
analysis.
UNIT III

Marketing Strategy: Marketing intelligence, Product & service components, performance and
the marketing intelligence system, B2B Product Decisions, New Product Development, B2B
selling & Sales management, role of front line sales executives, Negotiated selling, Bidding for
contracts, selling to Government customers.
UNIT IV:

Channel Strategies: Industrial distributors, Manufacturers and sales agent, Manufacturers

branch houses, Formulation of channel strategy, Conditions affecting price of industrial product,
Role of after sales services in Industrial Marketing, and channels relationship.
UNIT V:

Price and Promotion components: Pricing decisions, Competitive action pricing policies,
Industrial advertising, Business to business strategies, Personal selling, and Selecting-TrainingSupervision and compensating sales persons.
Relevant cases have to be discussed from each unit

References

1. Dwyer, R and J Tanner. Business Marketing. 4th edition. New York: McGraw-Hill Irwin,
2009.Type: Textbook. ISBN: 978-0-07-352990-5.
2. Hutt, Michael D. & Speh, Thomas W (2013) Business Marketing Management: B2B
Cengage

Learning

EMEA;

EMEA

ed

edition

(December

6,

2013)

ISBN-

10: 1408093715ISBN-13: 978-1408093719.

3. Business to Business Marketing by R.K. Sugandhi New Age International (P) Limited,
Publishers (2009) ISBN-10: 8122427200 ISBN-13: 978-8122427202
COURSE OUT COMES:

1. The students will be able to understand business markets and the related concepts and
theories involved in business activities.
2. Student can able to demonstrate the importance and recognize the similarities and
differences between consumer markets and business markets.
3. Student can analyze business situations in the context of buyer-seller relationships,
consumer relationship management and supply chain management.
4. Student can able to frame various promotional strategies and their impact on business to
business organizations.