MBAII SEM SP: Marketing Management

Semester II 201 – Marketing Management

3 Credits LTP: 2:1:1 Compulsory Generic Core Course

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE COURSE OUTCOMES
ABILITIES
CO201.1 REMEMBERING DESCRIBE the key terms associated with the 4 Ps of marketing.
CO201.2 UNDERSTANDING COMPARE and CONTRAST various approaches to pricing for a real
world
marketing offering (commodities, goods, services, e-products/ e-
services.)
CO201.3 APPLYING DEMONSTRATE an understanding of various channel options
for a real world marketing offering (commodities, goods,
services, e-products/ e-services.)
CO201.4 ANALYSING EXAMINE the product line of a real world marketing offering
(commodities,
goods, services, e-products/ e-services.)
CO201.5 EVALUATING EXPLAIN the role of various communication mix elements for a
real world marketing offering (commodities, goods, services, e-
products/ e-services.)
CO201.6 CREATING DESIGN a marketing plan for a real world marketing offering
(commodities,
goods, services, e-products/ e-services.)

1. Product: Meaning, The Role of Product as a market offering, Goods & Services Continuum,
Classification of consumer products- convenience, shopping, shopping, unsought goods. Classification of
industrial products- materials and parts, capital items, supplies and services. The Product Hierarchy,
Product Systems and Mixes, Product Line Analysis, Product Line Length, The Customer Value
Hierarchy. New Product Development - Need, Booz Allen & Hamilton Classification Scheme for New
Products, New Product Development Process - Idea Generation to commercialization. Branding: Concept,
Definition, Commodity Vs. Brand, Product Vs Brand, Concept of Brand equity. (7 + 2)
2. Pricing: Meaning, The Role of Pricing, Importance and Factors influencing pricing decisions.
Setting the Price: Setting pricing objectives, Determining demand, Estimating costs, Analyzing
competitors’ pricing, Selecting pricing method, selecting final price. Adapting the Price: Geographical
pricing, Price discounts & allowances, Promotional pricing, Differentiated pricing, concept of transfer
pricing, Dynamic pricing (surge pricing, auction pricing), Pricing in online marketing (free, premium,
freemium). Price Change: Initiating & responding to price changes. (7 + 2)
3. Place: Meaning, The Role of Marketing Channels, Channel functions & flows, Channel
Levels, Channel Design Decisions - Analyzing customers’ desired service output levels, establishing
objectives & constraints, Identifying & evaluating major channel alternatives. Channel Options -
Introduction to Wholesaling, Retailing, Franchising, Direct marketing, Introduction to Omni channel
& hybrid channel options. Market Logistics Decisions - Order processing, Warehousing, Inventory,
and Logistics. (7 + 2)
4. Promotion: Meaning, The role of marketing communications in marketing effort. Communication Mix
Elements
- Introduction to Advertising, Sales Promotion, Personal Selling, Public Relations, Direct Marketing.
Concept of Integrated Marketing Communications (IMC), Developing Effective Communication -
Communication Process, Steps in Developing effective marketing communication - identifying target
audience, determining communication objectives, designing a message, Choosing media, Selecting message
source, Collecting feedback. Shaping the overall promotion mix: promotional mix strategy, push-pull
strategies. (7 + 2)
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5. Product Level Planning: Preparation & evaluation of a product level marketing plan, Nature &
contents of Marketing Plans - Executive Summary, Situation Analysis, Marketing Strategy, Financials,
Control. Marketing Evaluation & Control - Concept, Process & types of control - Annual Plan Control,
Profitability Control, Efficiency Control, Strategic Control, Marketing audit. (7 + 2)
Note: Real world examples / cases are expected to be analyzed in the class as well as included in
the examination. Suggested Text Books:
1. Marketing Management, Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, Pearson
2. Marketing Management, Rajan Saxena, TMGH
3. Marketing, Lamb Hair Sharma, Mc Daniel, Cengage Learning

Suggested Reference Books:

1. Principles of Marketing, Philip Kotler, Gary Armstrong, Prafulla Agnihotri, Ehasan Haque, Pearson
2. Marketing Management- Text and Cases, Tapan K Panda, Excel Books
3. Marketing Management, Ramaswamy & Namakumari, Macmillan.
4. Marketing Whitebook
Semester II 202 – Financial Management
3 Credits LTP: 2:1:1 Compulsory Generic Core Course

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE COURSE OUTCOMES
ABILITIES
CO202.1 REMEMBERING DESCRIBE the basic concepts related to Financial Management,
Various techniques of Financial Statement Analysis, Working
Capital, Capital Structure,
Leverages and Capital Budgeting.
CO202.2 UNDERSTANDING EXPLAIN in detail all theoretical concepts throughout the syllabus
CO202.3 APPLYING PERFORM all the required calculations through relevant numerical
problems.
CO202.4 ANALYSING ANALYZE the situation and
 comment on financial position of the firm
 estimate working capital required
 decide ideal capital structure
 evaluate various project proposals
CO202.5 EVALUATING EVALUATE impact of business decisions on Financial Statements,
Working
Capital, Capital Structure and Capital Budgeting of the firm

1. Business Finance: Introduction to Business Finance, Meaning and Definition of Financial

Management, Objectives of Financial Management- (Profit Maximization and Wealth Maximization),
Modern Approach to Financial Management- (Investment Decision, Financing Decision, Dividend Policy
Decision), Finance and its relation with other disciplines, Functions of Finance Manager (3+2)
2. Techniques of Financial Statement Analysis: Introduction, Objectives of financial statement
analysis, various techniques of analysis viz Common Size Statements, Comparative Statements, Trend
Analysis, Ratio Analysis, Funds Flow Statement & Cash Flow Statement (10 + 2)
3. Working Capital Management: Meaning of Working Capital, its components& types, Operating
Cycle, Factors affecting working capital, Estimation of working capital requirement. (Total Cost Method &
Cash Cost Method) (8 + 2)
4. Capital Structure: Meaning and Factors affecting Capital Structure, Different sources of
finance. Concept and measurement of Cost of Capital (measurement of Specific Cost and WACC),
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Trading on Equity, Concept of Leverages and its types.(6 + 2)
5. Capital Budgeting: Meaning, Definition of Capital Budgeting, Time value of [Link] of
evaluation of the project based on traditional techniques and modern techniques - ARR, Payback Period,
Discounted Payback Period, NPV, PI & IRR (6+2)

Note: Numerical Problems will be asked on following topics only—

1. Common Size Statements
2. Comparative Statements

3. Trend Analysis
4. Ratio Analysis (Calculation of ratios plus its interpretation)
5. Estimation of working capital requirement (Total Cost Method & Cash Cost Method)
6. Operating Cycle
7. Measurement of Specific Cost (Cost of Equity, Preference, Retained Earnings and Debt) and WACC
8. Capital Structure
9. Leverages
10. Capital Budgeting (ARR, Payback Period, Discounted Payback Period, NPV, PI & IRR)

Suggested Text Books:

1. Financial Management, Shashi K. Gupta and R.K. Sharma (Kalyani Publication)
2. Basics of Financial Management, V.K. Saxena and [Link] (Sultan Chand & Sons)
3. Financial Management, A Contemporary Approach, Rajesh Kothari (SAGE)
4. Financial Management, Dr. Mahesh Abale & Dr. Shriprakash Soni (Himalaya Publishing House Pvt. Ltd.)
5. Working Capital Management, Theory and Practice, Dr. P. Periasamy (Himalaya Publishing House)
6. Financial Management, I M Pandey (Vikas Publishing House Pvt. Ltd)
7. Fundamentals of Financial Management, [Link] (Everest Publishing House)
8. Advanced Financial management, N.M. Vechalekar

Suggested Reference Books:

1. Financial Management, Rajiv Srivastava and Anil Misra (OXFORD University Press)
2. Financial Management, Ravi Kishore (Taxmann)
3. Financial management, V.K. Bhalla (S. Chand)
4. Financial Management, Jonathan Berk, Peter DeMarzo and Ashok Thampy (Pearson Publication)

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Semester II 203 – Human Resource Management
3 Credits LTP: 2:1:1 Compulsory Generic Core Course

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE COURSE OUTCOMES
ABILITIES
CO203.1 REMEMBERING DESCRIBE the role of Human Resource Function in an Organization.
CO203.2 REMEMBERING ENUMERATE the emerging trends and practices in HRM.
CO203.3 UNDERSTANDING ILLUSTRATE the different methods of HR Acquisition and retention.
CO203.4 APPLYING DEMONSTRATE the use of different appraisal and training methods
in an
Organization.
CO203.5 ANALYSING OUTLINE the compensation strategies of an organization
CO203.6 EVALUATING INTERPRET the sample job descriptions and job specifications for
contemporary
entry level roles in real world organizations.

1. Human Resource Management: Concept and Challenges - Introduction, Objectives, Scope,

Features of HRM, Role of HRM, Importance of HRM, Policies and Practices of HRM, Functions of HRM
,Challenges of HRM. Introduction to SHRM: Define SHRM, importance and nature. HRM Models:
Harvard Model, SHRM “matching model”. (5+2)
2. HR Acquisition & Retention: Human Resource Planning: Definition, Objective, Need and
Importance, HRP Process, Barriers to HRP. Job Analysis Process – Contents of Job Description & Job
Specification, Job description Vs job specification, Job design, Factors affecting Job design, Job
enrichment Vs job enlargement. Recruitment Introduction & Sources of Recruitment, Difference
between recruitment and selection-Recruitment, Selection Process, Induction and Orientation. Career
Planning-Process of career planning and development Succession Planning Process, Transfer and
Promotion. Retention of Employees: Importance of retention, strategies of retention. (8+2)
3. Managing Employee Performance and Training: Performance Appraisal & Performance
Management – Definition, Objective, Importance, Appraisal Process and Appraisal Methods. Why to
measure performance and its purpose. Performance Appraisal Vs Performance Management, Potential
Management. Training and Development - Definition – Scope – Conceptual framework of Training and
development of Employees, Role of Training in Organizations, Objectives, The Training and
Development Process, Training Need Assessment, Types of training,

Difference between training and development, E-Learning. Benefits of training, Evaluation of Training
Effectiveness: Kirkpatrick model. (8+2)
4. Compensation Management: Concept, Objectives, Importance of Compensation Management,
Process, Current Trends in Compensation. Factors in compensation plan. Wage/ Salary differentials,
Components of salary. Incentives and Benefits – Financial & Nonfinancial Incentive, Fringe Benefits.
Employees Separation - Retirement, Termination, VRS, Golden Handshake, Suspension, Concepts &
Methods, Grievance Procedure in Indian Industry. (8+2)
5. Emerging Trends in HRM: HRIS- Need, Advantages & Uses of HRIS. HR Accounting- Concepts,
Objective, Advantage, Limitation & Method. HR Audit- Concept, Objective, Scope & Process. HR Shared
Services- Concept, Objective, Benefits, Issues creating HR Shared Services.(6+2)

Suggested Text Books:

1. Human Resource Management, Dr. S.S. Khanka, Sultan Chanda , Delhi
2. Human Resource Management, Deepak Bhattacharya, Sage Publishing Ltd.
3. Human Resource Management, Arun Monppa , Tata McGraw Hill Publishing Company
4. Human Resource Management, Mirza & Zaiyaddin
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5. Human Resource Management, Dr. [Link] , Niramli Publication
6. Human Resource Management, [Link] , Vikas Publishing House.
7. Human Resource Management, [Link] , Himalaya Publishing House
8. Human Resource Management, Gary Dessler Dorling Kindersley Pvt Ltd.
9. Human Resource Management: Text and Cases, K Aswathappa , Tata McGraw Hill Publishing Compnay.
10. Performance Appraisal and Management, Himalaya Publishing House.

Suggested Reference Books:

1. Human Resource Management in Organizations, Izabela Robinson, Jaico Publishing House.
2. Armstrong’s Essential Human Resource Management Practice - A guide to people
management, Michael Armstrong, Koganpage.
3. Applied Psychology in Human Resource Management, Cascio & Aguins, PHI.

Semester II 204 – Operations & Supply Chain Management

3 Credits LTP: 2:1:1 Compulsory Generic Core Course

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE COURSE OUTCOMES
ABILITIES
CO204.1 REMEMBERING DEFINE basic terms and concepts related to Production,
Operations, Services, Supply Chain and Quality Management.
CO204.2 UNDERSTANDING EXPLAIN the process characteristics and their linkages with
process-product
matrix in a real world context.
CO204.3 UNDERSTANDING DESCRIBE the various dimensions of production planning and control
and their inter-linkages with forecasting.
CO204.4 APPLYING CALCULATE inventory levels and order quantities and MAKE USE
OF various
inventory classification methods.
CO204.5 ANALYSING OUTLINE a typical Supply Chain Model for a product / service and
ILLUSTRATE
the linkages with Customer Issues, Logistic and Business Issues in a
real world context.

1. Introduction to Operations and Supply Chain Management: Definition, Concept, Significance

and Functions of Operations and SCM. Evolution from manufacturing to operations management,
Physical distribution to Logistics to SCM, Physical Goods and Services Perspectives. Quality:
Definitions from various Perspectives, Customers view and Manufacturer's view, Concept of Internal
Customer, Overview of TQM and LEAN Management, Impact of Global Competition, Technological
Change, Ethical and Environmental Issues on Operations and Supply Chain functions. (7+2)
2. Operations Processes: Process Characteristics in Operations: Volume Variety and Flow. Types
of Processes and Operations Systems - Continuous Flow system and intermittent flow systems.
Process Product Matrix: Job Production, Batch Production, Assembly line and Continuous Flow,
Process and Product Layout. Service System Design Matrix: Design of Service Systems, Service
Blueprinting. (6+2)

3. Production Planning & Control (PPC): Role and Functions of PPC Demand Forecasting:
Forecasting as a Planning Tool, Forecasting Time Horizon, Sources of Data for forecasting, Accuracy of
Forecast, Capacity Planning. Production Planning: Aggregate production Planning, Alternatives for
Managing Demand and Supply, Master Production Schedule, Capacity Planning - Overview of MRP,
CRP, DRP , MRP II. Production Control: Scheduling, Loading, Scheduling of Job Shops and Floor Shops,
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Gantt Charts. (8+2)
4. Inventory Planning and Control: Continuous and intermittent demand system, concept of
inventory, need for inventory, types of inventory - seasonal, decoupling, cyclic, pipeline, safety -
Implications for Inventory Control Methods. Inventory Costs - Concept and behavior of ordering cost,
carrying cost, shortage cost. EOQ – definition, basic EOQ Model, EOQ with discounts. Inventory control -
Classification of material - ABC Analysis -VED, HML, FSN, GOLF, SOS. (Numericals expected on Basic
EOQ, EOQ with discounts & ABC), Inventory turns ratios, Fixed Order quantity Model - Periodic Review
and Re-order Point. (8+2)
5. Supply Chain Management: Supply chain concept, Generalized Supply Chain Management Model
- Key Issues in SCM – Collaboration, Enterprise Extension, responsiveness, Cash to Cash Conversion.
Customer Service: Supply Chain Management and customer service linkages, Availability service
reliability perfect order, customer satisfaction. Enablers of SCM - Facilities, Inventory, Transportation,
Information, sourcing, Pricing. (6+2)

Suggested Text Books:

1. Operations Management Theory & Practice, [Link] , Pearson.
2. Operations Now - Supply Chain Profitability & Performance, Byron J. Finch, McGraw Hill.
3. Production and Operations Management, R B Khanna, PHI, New Delhi..
4. Production & Operations Management, S N Chary, McGraw Hill.
5. Supply Chain Management - Strategy, Planning & Operation,Sunil Chopra, Peter Meindl, D. V.
Kalra, Pearson Education.

Suggested Reference Books:

1. Supply Chain Logistics Management, Donald Bowersox, David Closs, M Bixby Cooper, Tata McGraw Hill.
2. Operations Management, William J. Stevenson, TMGH.
3. Operations Management, Lee Krajewski, Larry Ritzman, Manoj Malhotra, Pearson Education.
4. Introduction to Materials Management , J.R. Tony Arnold, Stephen Chapman, Ramakrishnan, Pearson.
Semester II 205MKT: Marketing Research
3 Credits LTP: 2:1:1 Subject Core (SC) Course – Marketing Management

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE COURSE OUTCOMES
ABILITIES
CO205MKT.1 REMEMBERING IDENTIFY and DESCRIBE the key steps involved in the marketing
research
process.
CO205MKT.2 UNDERSTANDING COMPARE and CONTRAST various research designs, data
sources, data
collection instruments, sampling methods and analytical tools and
SUMMARIZE their strengths & weaknesses.
CO205MKT.3 APPLYING DEMONSTRATE an understanding of the ethical framework
that market
research needs to operate within.
CO205MKT.4 ANALYSING ANALYSE quantitative data and draw appropriate Inferences to
address a
real life marketing issue.
CO205MKT.5 EVALUATING DESIGN a market research proposal for a real life marketing
research
problem and EVALUATE a market research proposal.
CO205MKT.6 CREATING PLAN and UNDERTAKE qualitative or quantitative Market
Research and demonstrate the ability to appropriately analyse
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 data to resolve a real life
marketing issue.

1. Introduction to Marketing Research: Definitions - Marketing Research, Market Research,

Scope and Limitations of Marketing Research, Role of Information in Marketing Decisions, Value and
Cost of Information, Marketing Information System and Marketing Research, Marketing Decision
Support System, Threats to Marketing Research, Relationship between Marketing Research &
Marketing, Organizing Marketing Research function, Evaluating utility of Marketing Research, Online
Marketing Research, Recent Trends in Marketing Research, Marketing Research Industry in India.
(3+1)
2. Marketing Research Proposal: The marketing research brief, The Marketing decision problem
and marketing research problem, Defining the marketing research problem, developing the research
approach, The decision maker & the environment, alternative courses of action, objectives of decision
maker, consequences of alternative courses of action, Translating decision problem to research
problem, The marketing research proposal (Background - basic problem/opportunity , Objectives ,
Research Design – Qualitative & Quantitative approaches, Data Requirements, Data collection
methods, Data collection instruments, Population definition, Sample Plan, Sample size, Sampling
Methodology, Statistical analysis, Cost Estimates, Time line, Appendices), Report Writing, Ethical
Issues in Marketing Research – participant issues, sponsor issues, corporate espionage, code of ethics.
(5+1)
3. Advanced Analytical Tools:
(a) Conjoint Analysis: Conceptual basis, procedure, type of data required, key decision, how to
interpret output, applications to study trade off patterns of consumers as related to different levels of
marketing mix elements (Question on interpretation of output is expected)
(b) Factor Analysis: Conceptual basis, type of data required, procedure, PCA, Interpreting factor
matrix (factor loadings, communalities, Eigen value), determining number of factors using latent root
criteria & scree test, interpreting & naming factors, applications in consumer behavior studies
(interpretation of output is expected)
(c) Cluster Analysis: Conceptual basis, type of data required, procedure, clustering methods –
single linkage rule, how to interpret output, applications related to psychographic & lifestyle market
segmentation (interpretation of output is expected)
(d) Multi- dimensional Scaling & Perceptual Mapping: Conceptual basis, type of data required,
key decision- attribute based versus non-attribute based approaches, procedure, how to interpret
output, applications related to target market selection & positioning (interpretation of output is
expected)
(e) Discriminant Analysis (Two Group Case): Conceptual basis, type of data required, determining
the coefficients, interpreting discriminant function & classifying subjects using discriminant function,
applications in marketing (interpretation of output is expected) (10+2)
4. Marketing Research Applications - I:
(a) Sales Analysis and Forecasting: Mining internal customer and sales data, In-store shopper
marketing research and Retail shop audits, margin trend data, targeting best customers, identifying
most efficient and effective advertising and promotion methods to reach existing consumers,
Consumer panels, Customer satisfaction research, Concept of Market demand and Market potential,
Forecasting, Forecasting methods, Choosing a forecast model, forecast errors. Moving Average and
Exponential Methods, Decomposition Methods, Regression Models.
(b) New Product Development and Test Marketing: marketing information for new markets, new
product categories, new product concepts, new product design and market validation research, test
marketing – uses, types, methods, limitations. Conjoint analysis for understanding consumer
preferences and application to product design.
(c) Market Segmentation and Positioning: researching traditional market segments, defining
meaningful segments, assessing existing product strength and line extension potential, creative
positioning strategy, repositioning strategy research, defining go-to-market strategy, current and
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potential markets. Use of Factor analysis and perceptual maps.
(d) Pricing research: Pricing research and pricing strategy decisions, optimum price-product-
feature configurations and market positioning opportunities. (10+2)
5. Marketing Research Applications - II:
(a) Brand Research: brand concepts, brand names, brand power research, brand equity survey
measurements, Brand tracking studies.
(b) Advertising Research: Concept testing research – evaluating advertising concepts, ad theme
concepts and appeals, ad recall surveys, message and theme salience, impact measures, buying
motivation and association measures, media research like readership surveys, Media audience tracking
studies, TRP, Limitations of advertising research.
(c) International Marketing Research: Marketing research in international context - importance,
complexities and issues, International secondary data sources, Primary data collection methods and
complexities of data collection in international marketing research, Online data sources and research,
Issues in multi-country data analysis - Data comparability and validity problems, major sources of
errors, Report preparation and presentation.(9+2)

Suggested Text Books:

1. Marketing Research, G C Beri, TMGH
2. Marketing Research - An Applied Orientation, Malhotra and Dash, Pearson Education.
3. Marketing Research, Churchill, Jr, G.A. and D. Iacobucci, South Western: Thomson.
4. Marketing Research, Zikmund, Babin, Cengage Learning
5. Marketing Research, Boyd, H.P., R. Westfall and S. F. Stasch, Delhi: A.I.T.B.S.
6. Marketing Research, Burns, G.A. and D. Bush, South Western: Thomson.

Suggested Text Books:

1. Marketing Research, Green, P.E., Tull, D.S. and G. Albaum, New Delhi: Prentice Hall of India.
2. Marketing Research, Suja Nair
3. Marketing Research, Luck, D.J. and R.S. Rubin, New Delhi: Prentice Hall of India.
4. Marketing Research, Tull, D.S. and D.I. Hawkins,New Delhi: Prentice Hall of India.

Semester II 206MKT: Consumer Behavior

3 Credits LTP: 2:1:1 Subject Core (SC) Course – Marketing Management

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE COURSE OUTCOMES
ABILITIES
CO206MKT. REMEMBERING ENUMERATE social and psychological factors and their influence
1 his/her
behavior as a consumer.
CO206MKT. UNDERSTANDING EXPLAIN fundamental concepts associated with consumer and
2 organizational
buying behavior.
CO206MKT. APPLYING APPLY consumer behavior concepts to real world strategic
3 marketing
management decision making.
CO206MKT. ANALYSING ANALYSE the dynamics of human behavior and the basic factors
4 that
influence the consumer’s decision process.
CO206MKT. EVALUATING EXPLAIN the consumer and organizational buying behavior
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5 process for a
variety of products (goods/services).
CO206MKT. CREATING DISCUSS the use of the Internet, e-commerce & information
6 technology with respect to the changing consumer marketplace and
ELABORATE on the various aspects of the changing Indian
Consumer.

1. Introduction to Consumer Behavior: Definition, Consumer and Customers, Buyers and Users,
Organizations as Buyers, Use of Market Segmentation in Consumer Behavior, Dimensions of
Consumerism, The Changing Patterns of Consumer Behavior in the context of the evolving Indian
Economy, The Internet, e-commerce, and information technology and the changing consumer
marketplace, Consumer Behavior and its Applications in Marketing. (4+1)
2. Individual Determinants of Consumer Behavior:
Consumer Personality – Personality, Self-concept, Overview of Personality Theories, Brand Personality,
Emotions.
(a) Consumer Perception - Sensation (Exposure to Stimuli), Perceptual Selection, Perceptual
Organization, Factors that Distort Individual Perception, Price Perceptions, Perceived Product and
Service Quality, Consumer Risk Perceptions.
(b) Consumer Learning, Memory and Involvement - Components of Learning, Behavioral Theory,
Cognitive Learning Theory, Memory System, Memory Process, Concept of Involvement, Dimensions of
Involvement, Involvement and Types of Consumer Behavior, Cognitive Response Model, Elaboration
Likelihood Model, Social Judgment Theory, Brand Loyalty and Brand Equity.
(c) Consumer Attitudes - Functions of Attitude, Attitude Models, Relationship between Attitude,
Beliefs, Feelings and Behavior, Learning Attitudes, Changing Attitudes, Attitude Change Strategies
for marketers.
Consumer Motivation - Needs and Goals, Motivational Conflict, Defense Mechanisms, Motive Arousal,
Motivational Theories, Overview of Maslow’s hierarchy of needs.(11+1)
3. Environmental Influences on Consumer Behavior:

(a) Cultural Influences on Consumer Behavior – Concept of Culture, Values, Sub-cultures,

Influence of Indian Culture on Consumers, Multiplicity of Indian Cultures and their influence on
consumer behavior, Cross-cultural Influences.
(b) Social Class and Group Influences on Consumer Behavior - Concept of Social Class, Social Sub-
Class, Money and Other Status Symbols, AIO classification of Lifestyle, VALS Typology, Source of
Group Influences, Types & Nature of Reference Groups, Reference Group Influences and Applications,
Group Norms and Behavior, Family Life Cycle Stages, Family Purchases, Family Decision-making,
Purchasing Roles within family, Word-of-Mouth Communications within Groups, Opinion Leadership.
(c) Indian Consumer: Social classes in India - old and new Socio-Economic Classes (SEC) in Urban &
Rural Markets, Characteristics of BoP Consumers, Gen Z Consumers, HNI Consumers in India.
(d) Diffusion of Innovation - Types of Innovation, Diffusion Process, Factors Affecting the Diffusion
of Innovation, The Adoption Process, Time Factor in Diffusion Process, Culture, Communication and
Diffusion. (11+1)
4. Consumer Decision Making Process:
(a) Problem Recognition - Types of consumer decisions, types of Problem Recognition, Utilizing
problem recognition information
(b) Search & Evaluation - Types of information, Sources of Information Search, Search, Experience
and Credence Aspects -Marketing Implications, Situational Influences on Purchase Decisions, Nature of
Situational Influence,
Situational Variables
(c) Purchasing Process - Why do people shop? Store & Non-store Purchasing Processes, Purchasing
Patterns
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(d) Post-purchase Evaluation & Behavior - Consumer Satisfaction, Dissatisfaction, Customer Delight,
Consumer Complaint Behavior, Post- Purchase Dissonance.
(e) Consumer Decision Models - Types of Consumer Decisions, Nicosia Model of Consumer Decision-
making, Howard-Sheth Model, Engel, Blackwell, Miniard Model (11+1)
5. Organizational Buying Behavior: Introduction, Organizational Buyer Characteristics, Purchase
and Demand Patterns, Factors Influencing Organizational Buyer Behavior, organizational Buyer
Decision Process, Organizational Buying Roles.(3+1)

Note: Live examples and cases to be discussed.

Suggested Text Books:

1. Consumer Behavior, David L. Loudon & Albert J. Della Bitta, Tata McGraw Hill, 4th Edition
2. Consumer Behavior, Hawkins, Mothersbaugh, Tata McGraw Hill
3. Consumer Behavior, Batra, Kazmi, Excel Books
4. Consumer Behavior, Leon Schiffman, Leslie Kanuk, [Link] Kumar, Pearson, 10th Edition
5. Consumer Behavior, Engel, Blackwell & Miniard
6. Consumer Behavior - An Indian perspective, Dr. S.L Gupta, Sumitra Pal, Sultan Chand and Sons
7. Consumer Behavior - In Indian Perspective, Suja R. Nair, Himalaya Publishing House.
8. Why we Buy: The Science of Shopping, Paco Underhill, Simon and Schuster Paperbacks.

Suggested Reference Books:

1. We are like that only by Rama Bijapurkar, Penguin
2. The Marketing White Book, Business World
3. Economic Times, Business Standard, Mint, Business world.( Brand equity & Brand wagon)
Semester II 208 - Geopolitics & World Economic Systems
2 Credits LTP: 2:0:0 Generic Elective – University Level

Course Outcomes: At the end of this course, the learner shall be able to
CO# COGNITIVE COURSE OUTCOMES
ABILITIES
CO208.1 REMEMBERING ENUMERATE the various elements of global economic system.
CO208.2 UNDERSTANDING EXPLAIN the role of key trade organizations in the global economic
system.
CO208.3 APPLYING INDENTIFY the crucial elements of international trade laws.
CO208.4 ANALYSING ANALYSE the forces that work for and against globalization.
CO208.5 EVALUATING ASSESS the impact of the elements of the Global Economic System
on the India
Economy.

1. Introduction to Global Economic & political Systems: Meaning of Global Economy and its
History Structure and Components of Global Economy, Theory of Hegemonic Stability,
Differences among National Economies,

Market Oriented Capitalism, Developmental Capitalism, Social Market Capitalism,

Comparative Analysis, Effects of Globalization on Indian Economy. (6)
2. The Trading System: Debate over Free Trade – Functions of GATT and WTO, The Uruguay Round
and World Trade Organization, Trade Blocs – EU, OECD, OPEC, SAARC, ASEAN, NAFTA,
Threats to Open Trading System, Developments in International Trade Theory, Bi-lateral,
Multilateral Trade Agreements, Impact of Trade wars in liberalized economy. (6)
3. International Trade Laws: International Contracts of Sale of Goods Transactions, International
Trade Insurance, Patents, Trademarks, Copyright and Neighboring Rights. Intellectual property
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 Rights, Dispute settlement Procedures under GATT & WTO, Payment systems in International
Trade, International Labour Organization and International Labour Laws. (6)
4. International Monetary System: The International Financial System - Reform of International
Monetary Affairs
- The Bretton Wood System and the International Monetary Fund, Controversy over
Regulation of International Finance, Developing Countries' Concerns, Exchange Rate Policy
of Developing Economies. (6)
5. Contemporary issues and Challenges in Global Economic Environment - Indian perspective:
Globalization and its Advocacy, Globalization and its Impact on India, Fair Globalization and
the Need for Policy Framework, Globalization in Reverse Gear-The Threatened Re-emergence
of Protectionism. Euro zone Crisis and its impact on India, Issues in Brexit, World recession,
inflationary trends, impact of fluctuating prices of crude oil, gold etc. (6)

Suggested Text Books:

1. Global Political Economy, Robert Gilpin, Princeton University Press
2. International Trade Law An Interdisciplinary, Raj Bhala, Non-Western Textbook
3. International Trade Law, Indira Carr and Peter Stone
4. Development and Sustainability: India in a Global Perspective edited by Sarmila Banerjee, Anjan
Chakrabarty

Suggested Reference Books:

1. International Economics, Paul Krugman, Maurice Obstfeld and Marc Melitz, Pearson, Global Edition
2. Globalizing Capital, A history of the International Monetary system, Barry Eichengreen, Princeton
University Press.

Semester II 209 - Start Up and New Venture Management

2 Credits LTP: 2:0:0 Generic Elective – University Level

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE COURSE OUTCOMES
ABILITIES
CO209.1 REMEMBERING DESCRIBE the strategic decisions involved in establishing a startup.
CO209.2 UNDERSTANDING EXPLAIN the decision making matrix of entrepreneur in establishing a
startup.
CO209.3 APPLYING IDENTIFY the issues in developing a team to establish and grow a
startup
CO209.4 ANALYSING FORMULATE a go to market strategy for a startup.
CO209.5 EVALUATING DESIGN a workable funding model for a proposed startup.
CO209.6 CREATING DEVELOP a convincing business plan description to communicate
value of the
new venture to customers, investors and other stakeholders.

1. Being an Entrepreneur: The entrepreneur, Profile analysis, behaviour and motivations, Lean Start –
up, The entrepreneurial ecosystem, Entrepreneurs and strategic decisions , Sustainability of
Entrepreneurship: Dilemmas of an entrepreneur for success; Handling doubts on survival of business,
Struggles-Causes of failure–Product/ market, financing, managerial-Resilience. Legal Fundamentals -
When, how and where to incorporate. (5)
2. Customer Discovery: Entrepreneurial Opportunity Search and Identification; Market
Intelligence, Market analysis, Market research, Customer validation, developing your business model,
Crafting your value proposition, Product Development , Managing the product development process,
Long Tail markets, Product launch goals, Go-to- Market Strategy, The role of selling in a startup,
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Sales forecasting for startups, Mapping buyer response modes. Social media Promotion tools. (7)
3. The Financial Road Map: Planning/Budgeting, Developing a financial roadmap, financial
statements: the four components, How to budget for startup success, Bootstrapping and alternative
sources of funding, Informal capital–

Friends & Family, Role of Government in ED, various schemes - PMEGP, CGTMSE, MPDA, SFURTI.
Role of MSDE; Schemes by MSDE: PMKVY, SANKALP, STAR. Crowd funding, Venture capital, Private
Equity, Financing Mix and the Financing continuum shareholding- Cliff -Vesting schedule-Relative
importance of Operational Involvement, The Pitch, Preparing for your investor presentation, Elements of
the perfect investment pitch. (6)
4. Entrepreneurial Leadership: Building and managing the founder team, Attracting and retaining
the right people, The Team - Board/Governance, The role of a successful board, Different board
models for different ventures, How to assemble a board of advisors, separating leadership from
management, Legal Matters- Organizational form– partnership, sole proprietorship, Tax, Legal
expenses, hiring the service providers. Employee management and leadership in the workforce,
Recruiting, selection and hiring, Hiring the first employee. (5)
5. Business Plan: Need & Objectives, Target audience, Contents - Cover page and table of
contents, Executive summary, Description of the current situation: Basic company information,
products/services, management team, business organization, future goals, vision, and mission,
Description of opportunity and market: Who are the buyers, who are the competitors, what are the
competitive advantages of the company? Description of the business model, the marketing and sales
strategy, Basic facts on the financials: Cash flow projection (life line), income statement (bottom
line/profit and loss), balance sheet (business health/assets, liabilities, etc.), funding requirements, Risk
analysis and possible exit strategies. Conclusion and appendixes: Résumés, literature, technical
descriptions. Executive summary. Elevator pitch, Building a strong presentation, innovative methods
of presenting a business plan –mind map, animated videos, etc. (7)

Suggested Text Books:

1. New Venture Management: The Entrepreneur's Roadmap (Entrepreneurship Series),
Donald F. Kuratko and Jeffrey S. Hornsby, Pearson
2. The Manual for Indian Start-ups: Tools to Start and Scale-up Your New Venture, Vijaya
Kumar Ivaturi, Meena Ganesh, Penguin Random House India.
3. Managing New Ventures, Anjan Raichoudhuri, Prentice-Hall of India [Link]
4. Develop Your Idea!: Get Off to a Flying Start With Your Startup. Guided Exercises, Templates
& Resources for Exploring New Business Ventures, K. N. Kukoyi
5. Managing Small Business by Longenecker, Moore, Petty and Palich, Cengage Learning, India Edition.
6. Entrepreneurship: New Venture Creation by David H. Holt
7. The Dynamics of Entrepreneurial Development & Management by Desai, Vasant , Himalaya
Publishing House, Delhi
8. Entrepreneurship and Small Business Management by Siropolis
9. Lead like an Entrepreneur by Neal Thornberry

Suggested Reference Books:

1. Fundamentals of Entrepreneurship, Nandan H, PHI
2. Cases in Entrepreneurship by Morse and Mitchell, Sage South Asia Edition.
3. Entrepreneurship – Indian Cases on Change Agents by K Ramchandran, TMGH.
4. Entrepreneurship – The engine of growth, edited by Mark Rice and Timothy Habbershon,
Published by Praeger Perspectives.
5. Entrepreneurship: Theory, Process and Practice by Kuratko, D.F. & Hodgetts, R.M. Thomson Press.
6. Entrepreneurship Development: Small Business Enterprises by Charantimath, P. , Pearson.
7. A Guide to Entrepreneurship by David, Otes , Jaico Books Publishing House, Delhi.
8. Indian Entrepreneurial Culture by A Gupta , New Age International.
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9. Make The Move: Demystifying Entrepreneurship by Ishan Gupta, Rajat Khare

Semester II 210 – Qualitative Research Methods

2 Credits LTP: 2:0:0 Generic Elective – University Level

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE COURSE OUTCOME
ABILITIES
CO210.1 REMEMBERING ENUMERATE the key terms associated with Qualitative research
approach.
CO210.2 UNDERSTANDING COMPARE and CONTRAST Qualitative research approach with the
Quantitative approach.

CO210.3 APPLYING CONSTRUCT appropriate research and sampling designs for Qualitative
research
work in real world business and non-business contexts
CO210.4 ANALYSING ILLUSTRATE the use of appropriate qualitative research methods in
real world
business and non-business contexts.
CO210.5 EVALUATING EVALUATE the quality of Qualitative Research work
CO210.6 CREATING COMBINE Qualitative and Quantitative research approaches in a real
world
research project.

1. Qualitative Research: Nature, Relevance, Need, Characteristics and Limitations of Qualitative

Research, Ethics in Qualitative Research, Interrelationship of Qualitative and Quantitative Research,
Linking Qualitative and Quantitative Research in One Design, Combining Qualitative and
Quantitative Data, Combining Qualitative and Quantitative Methods, Linking Qualitative and
Quantitative Results, Triangulation. (5)
2. Qualitative Research Design: Basic Qualitative Research Designs, Case Studies, Comparative
Studies, Retrospective Studies, Longitudinal Qualitative Studies, Appropriateness of the Approach to
the Issue, Fitting the Approach into the Research Process. Qualitative Research Sampling - Theoretical
Sampling, Gradual Selection as a General Principle in Qualitative Research, Purposive Sampling,
Width or Depth as Aims of Sampling, Case Constitution in the Sample, Sample Size decisions in
Qualitative Research, Principle of Saturation. (5)
3. Qualitative Research Methods: Focused Interview, Semi-Standardized Interview, Problem-
Centered Interview, Expert Interview, Group Interviews, Focus Groups, Non-participant Observation,
Participant Observation, Ethnography. Grounded Theory Methodology. (5)
4. Projective Techniques: Principle of projection, applications, association, construction,
expression based techniques, design and interpretation, Zaltman’s Metaphor Elicitation Techniques.
(5)
5. Quality Criteria in Qualitative Research: Reliability, Validity, Objectivity, Alternative Criteria,
Criteria for Evaluating the Building of Theories, Quality Assessment as a Challenge for Qualitative
Research, Triangulation, Analytic Induction, Generalization in Qualitative Research, The Constant
Comparative Method, Process Evaluation and Quality Management. (5)

Suggested Text Books:

1. An Introduction to Qualitative Research, Uwe Flick, 4th Edition, SAGE
2. Research Methods in the Social Sciences, Bridget Somekh & Cathy Lewin, 5 th Edition, SAGE India

Suggested Reference Books:

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1. Qualitative Research Methods in Public Relations and Marketing Communications, Christine
Baymon & Immy Holloway, Routledge
2. Qualitative Journeys, Minichiello & Kottler, SAGE

Semester II 213 - Written Analysis and Communication Lab

2 Credits LTP: 0:3:1 Generic Elective – Institute Level

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE COURSE OUTCOMES
ABILITIES
CO213.1 REMEMBERING DESCRIBE stages in a typical communication cycle and the barriers to
effective
communication.
CO213.2 UNDERSTANDING SUMMARIZE long essays and reports into précis and executive
summaries.
CO213.3 APPLYING USE Dictionary and Thesaurus to draft and edit a variety of business
written
communication.
CO213.4 ANALYSING EXAMINE sample internal communications in a business environment for
potential
refinements.
CO213.5 EVALUATING COMPOSE variety of letters, notices, memos and circulars.

1. Written Communication: Different types of communication like letters, memos, reports, fax,
email, presentations and multimedia, choosing the means of communication, stages in communication
cycle, Barriers to effective communication, communication systems. (5)
2. Writing Techniques: Rules of good writing, adaptation and selection of words, masculine
words, writing with style- choosing words with right strength and vigor, using a thesaurus, writing
effective sentences, developing logical paragraphs, Précis writing, Developing coherent paragraphs,
overall tone, drafting, editing and finalizing the business letters. Planning the persuasive message,
common types of persuasive requests, principles of persuasive communication. Reformulating and
summarizing - What is a summary? Using synonyms & antonyms, reducing phrases, guidelines for
writing summaries, business summaries Comprehension: using a dictionary, grammatical precision,
(phonetics), contextual clues, guidelines for comprehension. (7)
3. Recruitment and employment correspondence: Application letter, curriculum vitae, interview,
references, offer of employment, job description, letter of acceptance, letter of resignation, writing
routine and persuasive letters. (6)
4. Internal Communications: Memoranda, meetings - agenda and minutes, Writing memos,
circulars, notices and emails. Positive and negative messages such as Letter of Appreciation, Letter of
Congratulations, Warning Letter, Show Case Notice. Writing Follow up letters and reminders, Writing
Sales letters, collection letters, Poster Making. Report writing - What is a report , Objectives of report,
types of report, Report Planning, Types of Reports, Process, Structure and Layout, planning, Nature of
Headings, Ordering of Points, Logical Sequencing, Graphs, Charts, Writing an Executive Summary,
List of Illustration, Technique of writing a report, characteristics of business reports. (6)
5. External Communications: Public notices, invitations to tender bid, auction, notices, etc.
Writing business proposals, Preparing Press Release and Press Notes. (6)

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Note:
1. The entire course should be delivered in a workshop and application oriented manner.
It is expected that not more than 10 to 15% of the time should be devoted to the
theoretical aspect.
2. Workbooks should be prepared that comprehensively cover major situations of
managerial communication and should be handed over to the students right at the
beginning of the course.
3. Students should be asked to submit the completed workbooks at the end of the term.
Suggested Text Books:
1. Business Communication Today, Bovee C L et. al., Pearson Education
2. Business Communication, P.D. Chaturvedi, Pearson Education
3. Business Communication, T N Chhabra, Bhanu Ranjan, Sun India
4. Verbal and Non-Verbal Reasoning, Prakash, P, Macmillan India Ltd., New Delhi
5. Objective English, Thorpe, E, and Thorpe, S, Pearson Education, New Delhi
Suggested Reference Books:
1. Communication Skills for Effective Management, Hargie et. al., Palgrave
2. Communication for Business, Tayler Shinley, Pearson Education
3. Technical Communication, Anderson, P.V, Thomson Wadsworth, New Delhi
4. The Oxford Guide to Writing and Speaking, John Seely, Oxford University Press, New Delhi
5. Dictionary of Common Errors, Turton, N.D and Heaton, J.B, Addision Wesley Longman Ltd.
Semester II 217MKT: Integrated Marketing Communications
2 Credits LTP: 1:1:1 Subject Elective (SE) Course – Marketing Management
Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE ABILITIES COURSE OUTCOMES
CO217MKT.1 REMEMBERING DESCRIBE the IMC mix and the IMC planning process.
CO217MKT.2 UNDERSTANDING EXAMINE the role of integrated marketing communications in building
brand identity, brand equity, and customer franchise.
CO217MKT.3 APPLYING CONSTRUCT a marketing communications mix to achieve the
communications and behavioural objectives of the IMC campaign plan.
CO217MKT.4 ANALYSING ANALYZE and critically evaluate the communications effects and results of an
IMC campaign to determine its success for a variety of brands.
CO217MKT.5 EVALUATING DESIGN a sales promotion campaign and CHOOSE the avenues for Public
Relations, Publicity and Corporate Advertising for a consumer and a
business-to-business product.
CO217MKT.6 CREATING DEVELOP an integrated cross-media strategy and creative message and
concept to reach the target audience and deliver the brand promise through
an IMC campaign for a variety of brands.

1. Integrated Marketing Communication: Integrated Marketing Communication, Evolution of

Integrated Marketing Communication, Role of IMC in creating brand identity, brand equity, and customer
franchise, Communication Process, Promotional Mix: Tools for IMC, The IMC Planning Process, Global
IMC. The Value of IMC plans
– information technology, changes in channel power, increase in competition, brand parity, integration of
information, decline in the effectiveness of mass-media advertising. (3)
2. Advertising- I:
(a) Definition, History, Roles and Functions of Advertising, Types of Advertising, Steps in Development
of Advertisement.
(b) Advertising Design: Appeals, Message Strategies & Execution Framework: Advertising Design,
Advertising Theory, Types of Advertising Appeals, Structure of an Advertisement, Message
Strategies, Cognitive strategies, Execution Strategies, Creating an Advertising, Advertising

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 Effectiveness.
(c) Copywriting: Meaning and Definition of Copywriting, The Copywriter, Copywriting for Print,
Copywriting guidelines, Radio Copywriting, TV Copywriting, Writing for the Web, Tips for writing
good web content. (10)
3. Advertising- II:
(a) Media Planning and Strategies: Growth and Importance of Media, Meaning and Role of Media
Planning, Media Plan, Market Analysis, Media Objectives, Developing and Implementing Media
Strategies, Evaluating the effectiveness.
(b) Print Media and Outdoor media: Characteristics of the press, Basic media concepts, Newspapers,
Magazines, Factors to consider for magazine advertising, Packaging, Out-of-home Advertising,
Directory Advertising.
(c) Broadcast and Internet Media: Meaning of Broadcast Media, Radio as Medium, Television as
Medium, Internet Advertising, Email Advertising. (10)
4. Sales Promotion: Scope and Role of Sales Promotion, Growth of Sales Promotion, Consumer
Oriented Sales Promotion, Techniques in Sales Promotion, Trade Oriented Sales Promotion, Coordinating
sales promotion and advertising; Sales promotion abuse; Personal selling. (4)
5. Public Relations, Publicity and Corporate Advertising: Definition of Public Relations, Publicity
and Corporate Advertising; Difference between public relations and advertising, Functions of Public
Relations; Creating positive image building activities; Preventing or reducing image damage;
Sponsorship and Event marketing; Role of internet in Public Relations, Publicity, Advantages and
Disadvantages of Publicity. (3)

Suggested Text Books:

1. Advertising and Promotion, Belch, George and Belch, Michael, Tata McGraw Hill, New Delhi.
2. Integrated Advertising, Promotion and Marketing Communication, Clow, Kenneth & Black,
Donald, Pearson Education, New Delhi.
3. Advertising Management, Jethwaney, Jaishree and Jain, Shruti, Oxford University Press, New Delhi.
4. Advertising and Promotions, Semenik Allen, Cengage Leaning
5. Advertising and Promotion, SHH Kazmi, SatishBatra, Excel Books
6. Advertising and Promotions, Shah, D’Souza, Tata McGraw Hill
Suggested Reference Books:
1. Integrated Marketing Communication, Tom Duncan, McGraw-Hill
2. Integrated Marketing Communication: Trends and Innovations, Shridha Jain, Global India Publications
3. IMC, The Next Generation, Don Schultz and Heidi Schultz, Tata McGraw Hill, New Delhi.

Semester II 218MKT: Product and Brand Management

2 Credits LTP: 1:1:1 Subject Elective (SE) Course – Marketing
Management
Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE COURSE OUTCOMES
ABILITIES
CO218MKT. REMEMBERING DEFINE the key concepts and DESCRIBE the elements of a product
1 strategy.
CO218MKT. UNDERSTANDING EXPLAIN the process and methods of brand management, including
2 how to
establish brand identity and build brand equity.
CO218MKT. APPLYING IDENTIFY the Brand Marketing Strategies for Leaders, Challengers,
3 Followers and Niche Strategies for real life consumer, business
products and services
operating in various markets and in the digital space.
CO218MKT. ANALYSING EXAMINE the key brand concepts by articulating the
4 context of and the rationale of application for real life

Page 16 of
 consumer, business products and services operating in
various markets and in the digital space.
CO218MKT. EVALUATING FORMULATE effective branding strategies for real life
5 consumer, business products and services operating in various
markets and in the digital space.
CO218MKT. CREATING COLLECT brand audit data using appropriate tools and PROPOSE
6 strategic recommendations for Reinforcing / Revitalizing /
Rejuvenating failed Brands for real life consumer, business products
and services in various markets and
in the digital space.
1. Product Management: Product management as a basis of marketing organization
structure. Role of product manager, Product management in consumer product industry
Vs. industrial product industry. Overview of product level marketing plans. (5)
2. Product Strategy: Elements of a product strategy, Defining Competitive set,
Category Attractiveness Analysis, Competitor Analysis, Customer Analysis, setting
objectives, selection of strategic alternatives – increasing sales, market share, profitability,
New product failure. (5)
3. Brand Management and Brand Equity: Definition of brand, Challenges in Branding
Strategic brand management process, Brand Equity Models- Brand Asset Valuation, Aaker
Model, BRANDZ ,Brand Resonance, Customer based Brand equity, Brand knowledge,
Sources of brand equity - Brand Awareness, Brand Image. (7)
4. Planning and Implementing Brand Marketing Programs: The Four steps of brand
building, creating customer value, Identifying and establishing brand positioning,
Positioning guidelines, Choosing brand elements to build brand equity, Options and tactics
for Brand, New perspectives on marketing, Integrating marketing communication to build
brand equity, Conceptualizing the leveraging process, Co- branding, Celebrity
Endorsement. Brand Marketing Strategies for Leaders, Challengers, Followers, Niche
Strategies. (7)
5. Growing and Sustaining Brand Equity: The brand value chain, Brand audit,
Designing brand tracking studies, Capturing customer mind set through quantitative and
qualitative research techniques, Brand architecture, Brand hierarchy, Designing brand
strategy, New products, Brand extensions- advantage and disadvantage, Reinforcing
brands, Revitalizing brands, Rejuvenating failed Brands. (6)
Suggested Text Books:
1. Product Management, Lehmann & Winer, TMGH
2. Product Management, S. A. Chunawalla, Himalaya Publishing House
3. Strategic Brand Management, Kevin Lane Keller, Pearson
4. Strategic Brand Management, J N Kapferer, Kogan Page
5. Brand Management, Dr. [Link] Himalaya Publishing House
Suggested Reference Books:
1. Product Management, Dr. C. Anandan, TMGH
2. Product & Brand Management, U.C. Mathur, Excel books
3. Building Brand Equity, David Aaker
4. Branding Concepts & Process, Debashish Pati
5. Brand Positioning Strategies for Competitive Advantage, Subrato Sen Gupta

Consumer behavior, Deaton, A., & Muellbauer, J., Cambridge University Press

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